How to Edit the Form on a Landing Page and Generate a 33.5% Gain

Most online marketing campaigns involve enticing the prospect to complete a form. The contact details received populate the profiles of your target market and so begins your journey to convert these leads into customers. These forms take many forms with different fields for completion by the visitor. What we know is that individual are extremely nervous to divulge their contact details online. They want to feel the site is trustworthy and will protect their personal information.

For example, our client wanted to increase the percentage of visitors that ultimately completes the form on a landing page and so become sales leads. This lead generating website was promoting a free guide. Our landing page optimization test saw us changing the order of the some of the fields in the form to allay the fears of anxious website visitors, who didn’t want to give their information away too easily. We made very specific changes to the lead capture form, which allowed no loss in data quality. We were still capturing all of the same data but we merely changed the order of the fields. The variation led to a 33.5% increase in leads captured and a 95.5% confidence margin. Don’t forget that even the simplest element of your website can be tested and optimized for maximum results.

Our methodology can help you uncover hidden assets, test possible improvements and then multiply your results.