Post by huangshi715 on Feb 15, 2024 8:15:27 GMT
o reduce form friction, test a multi-step sign-up process When testing a lead gen landing page for their client Advanced Grass, Disruptive Advertising found that the traditional one-page lead capture wasn’t working. When greeted by name, email and phone fields, visitors bounced. According to president Johnathan Dane, they didn’t want to wait to receive a quote by phone. They simply wanted to know, “How much does it cost?” “We actually increased the amount of fields — a best practices ‘no no.’” Generally, this is thought to be against best practice because too many fields on a form will increase the perceived friction of filling it out. Knowing this, Johnathan was strategic about it.
He implemented a two-step sign-up process to avoid adding perceived Japan Email List friction to the original landing page. The two-step process: The first page asks questions only relevant to generating a quote: AdvancedGrass1 The second page says the quote is “being generated,” then captures contact info. AdvancedGrass2 This setup allowed more questions to be asked while actually boosting lead volume. Not only did adding a micro-commitment incentivize people to finish the sign-up process, but filling in the extra fields reassured visitors they would receive a real, personalized quote. According to Johnathan: “The two-page process helped the visitor believe they’d get a solution unique to their needs.
Because landing pages are so easy to build and test, Disruptive Advertising could afford the risk of breaking best practices. With such fast turnaround, if the strategy hadn’t worked, Johnathan says they would’ve quickly tried something else. But it did work. In fact, conversions exploded. Advanced Grass saw a 214% increase in their conversion rate. Try a 2-step sign-up. CLICK TO TWEET 2. If your A/B tests aren’t showing big improvements, start over Don’t be scared to scrap your poor-converting landing page. When the little tweaks aren’t working, Andrew Miller of Your Search Advisor says just start over.
He implemented a two-step sign-up process to avoid adding perceived Japan Email List friction to the original landing page. The two-step process: The first page asks questions only relevant to generating a quote: AdvancedGrass1 The second page says the quote is “being generated,” then captures contact info. AdvancedGrass2 This setup allowed more questions to be asked while actually boosting lead volume. Not only did adding a micro-commitment incentivize people to finish the sign-up process, but filling in the extra fields reassured visitors they would receive a real, personalized quote. According to Johnathan: “The two-page process helped the visitor believe they’d get a solution unique to their needs.
Because landing pages are so easy to build and test, Disruptive Advertising could afford the risk of breaking best practices. With such fast turnaround, if the strategy hadn’t worked, Johnathan says they would’ve quickly tried something else. But it did work. In fact, conversions exploded. Advanced Grass saw a 214% increase in their conversion rate. Try a 2-step sign-up. CLICK TO TWEET 2. If your A/B tests aren’t showing big improvements, start over Don’t be scared to scrap your poor-converting landing page. When the little tweaks aren’t working, Andrew Miller of Your Search Advisor says just start over.