A/B tests done by Marketo show how costly it is to ask the visitors to enter more information about themselves on a lead generation form.
“I created three different forms, appropriately named “short form” with five fields, “medium form” with seven fields, and “long form” with nine fields, and used these on three different versions of my landing page.
- Short Form: Conversion rate 13.4%, cost per conversion $31.24
- Medium Form: Conversion rate 12.0%, cost per conversion $34.94
- Long Form: Conversion rate 10.0%, cost per conversion $41.90
As much as my sales team and I would like some of that [extra] information, it is not worth paying that much for these extra fields. Instead, we just needed to find a different way to get it. “
Read on: Two Practical Landing Page Tricks That Will Save You Money
