Shorter Forms Increase Conversion Rates
What we do know is that the less we “charge” for access to an asset, the more likely a visitor will be willing to the information exchange. There are many studies available that demonstrate how reducing form fields on a landing page improve conversion rates. Marketo ran a study that concluded that reducing form fields from nine fields to five improved conversion rates by 34%.
Progressive profiling is by far one of my favorite features of marketing automation. For those who may be familiar with this feature, progressive profiling simply allows marketers to update a prospect’s information over time, dynamically updating forms to reflect information that may still be missing for that individual. In essence, rather than gathering all of the information about a prospect up front, information is gathered over time and the prospect’s record is continually updated.
Conversion paths involve using multiple landing pages as opposed to a single landing page to convert visitors. Often with search advertising, keywords may not clearly define a searcher’s intent or requirement. Conversion paths, or a series of landing pages connected on a path, can help searchers drive down through pages to a more specific result.
Social Form Fill and Social Login
Finally, the newest tool in the collective marketing automation toolbelt is social integration. The social form fill option makes it easier for landing page visitors to complete forms with just a click of a button.
How to Get Started
When clients ask me which of these approaches they should employ, I recommend them all! But as marketers, we must often prioritize these initiatives.
- First and foremost, if you’re not already doing so, implement progressive profiling on all of your forms. Progressive profiling provides a “quick win” for marketers to begin gathering much more information over time about prospects, and no salesperson has ever complained about having too much information about a prospect! As you implement progressive profiling, begin reducing your landing page form fields so you can put more prospects into the pipe faster and begin that nurturing process.
- Second, consider how you can begin integrating conversion paths into your current conversion process. This requires mapping out which assets can be used, like progressive profiling, to gain more information about prospects over several pages in a path.
- Third, begin by planning to add social form fill and social login to your landing pages. While this may require greater initial effort, the benefits in the end will be better conversion and more accurate prospect data.