Lead Capture Form Optimization: How Small Changes to Your Landing Page Can Have a Big Impact on Conversion Rate
Executive Summary
Magnifi Online discovers how adding an optional “Phone Number” field to a lead capture form decreased landing page conversion rates by 25%!
Internet Marketing Goals
The advertiser needed to get people signed up for a new training program it was developing. The goal of the online marketing campaign was to collect the name and email address of website visitors who were interested in learning more about the program.
Marketing Challenge
A simple landing page was designed which asked visitors for their First Name, Last Name, and Email Address in order to view a free series of informational online videos. The advertiser and Magnifi Online speculated that adding Phone Number as an additional, optional field would increase the quality of the leads but may also impact the total number of conversions.
Magnifi Online’s Approach
Rather than simply adding the optional Phone Number field to their lead capture form, Magnifi Online decided to design a second landing page and scientifically test the two pages against one another to understand exactly how much impact the change would have on conversion rates.
Results
Shockingly, including an optional Phone Number field on the landing page decreased conversion rates by 25%! The question became: is potentially getting a phone number with the email address worth getting 25% fewer email addresses overall?
Next Steps
The advertiser will be working closely with Magnifi Online to understand the quality of each type of lead, as well as to test how ad copy can be optimized to offset some of the recent changes in conversion rate.
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