A few years ago, I launched a kind of “Groupon deal for musicians.” I gave away $1,250 worth of products, including recording time and iTunes distribution, for just $69.
I had spent four months building it, and invested a significant amount of my personal savings into ensuring the campaign was everywhere.
It had to work, and I obsessed over conversions. This obsession paid off when I managed to increase conversion rate from 2.5% to 10.8%.
As marketers, we spend countless hours acquiring traffic and crafting persuasive content, but too often we drop the ball at the final stage of the lead gen funnel—form design.
We’ve all heard stories about the impact that forms have on conversion rates, like how Expedia made an extra $1 million per year by removing one field on their form or how Marketo received 34% more leads by experimenting with their form length.
Despite the impact a well-optimized form can have on the bottom line, most marketers still use “paper forms on the web” (web forms that look like forms you’d fill out on paper).