Form Conversion Analysis : Less is more
One of the features of the RelevantYellow Business Profile Page is a lead capture
form. In creating these web forms, it bears to question: what do we ask for. The
information necessary to qualify a varies significantly in each business. The below
study by John Miller (Marketo), and part of our
Online Marketing 437 course showed a comparison to different forms based
only their length.
|
|
Short Form |
Medium Form |
Long Form |
|
Conversion Rate |
13.4% |
12.0% |
10.0% |
|
Cost Per Conversion |
$31.24 |
$34.94 |
$41.90 |
Shorter and easier = Better
Since our goal is to create page that compells potential customers to engage; we
find that the shorter the form, the better! However there are
some cases that justify gathering more information to pre-qualify a potential
lead. We leave it to the client to decide what suits their goals.
About RelevantAds:
RelevantAds gets local businesses online (as shown on Google).
Read more about our company, ethics and
policy.
You can read more about our Google search programming expertise in our
website and on our CEO’s blog:
Programming Search Engines.
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