Quick Win Clinic - MECLABS...5 Simple ways to improve your lead collection pages right now Quick Win...

5 Simple ways to improve your lead collection pages right now

Quick Win Clinic

Flint McGlaughlin

Managing Director (CEO)

MECLABS Institute

@FlintsNotes

Session Speaker

2

Dr. Flint McGlaughlin – Director, MECLABS Group

Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group.

Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a former Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College.

Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

For more, follow @flintsnotes or visit flintsnotes.com

@FlintsNotes

Experiment: Background

Experiment ID: PR Newswire Lead Capture FormLocation: MECLABS Research LibraryTest Protocol: TP1636

Background: A large media company seeking to generate high-quality leads on a form

Objective: To simultaneously increase the amount and quality of incoming leads

Primary Research Question: Which lead generation page will generate a higher completion rate?

Test Design: A/B multifactorial (variable cluster) split

Research Notes:

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Version A

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Version A

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Version B

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Version B

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Version C

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Version C

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Experiment: Side-by-sideVersion A Version B Version C

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108.6% Relative Increase in Leads CapturedVersion B and C recorded a significant increase in leads captured

Lead Capture Page Capture Rate % Rel. Change

Version A 6.49% --

Version B 12.14% 87.1%

Version C 13.54% 108.6%

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Why did these new pages win?Versions B and C

• Much could be said about all the different changes made to these two pages.

• The most impactful factor, however, was not the changes on each page; it was the change in expectationcreated by them.

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What you need to understand

FKey Principles

1. It is not the magnitude of change in the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.

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Experiment: Side-by-sideOriginal Optimized

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What you need to understand

FKey Principles

1. It is not the magnitude of change in the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.

2. Too often we employ company logic rather than customer logic. Marketers must learn to see their web pages through the eyes of the customers.

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What you need to understand

FKey Principles

1. It is not the magnitude of change in the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.

2. Too often we employ company logic rather than customer logic. Marketers must learn to see their web pages through the eyes of the customers.

3. When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a web page.

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We started with our library of case studies and isolated lead capture pages in particular

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TP1703

TP1514

TP1135 TP1060

TP1079

TP1056

TP1758 TP1135

TP1593 TP1636 TP1434 TP1056

TP1514 TP1139 TP1153 TP1293

TP1306 TP1301 TP1208 TP1794

TP1350 TP1588 TP1237 TP1238

TP1445 TP1324 TP1170 TP1058

TP1091 TP1111 TP1129 TP1144

TP1416 TP1431 TP1484 TP1546

TP1593 TP1001 TP1498 TP1268

TP1214 TP1500 TP1124

TP1192

TP1341

We then conducted a meta-analysis of those protocols to uncover patterns in performance

And many more…

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TP1703

TP1514

TP1135 TP1060

TP1079

TP1056

TP1758 TP1135

TP1593 TP1636 TP1434 TP1056

TP1514 TP1139 TP1153 TP1293

TP1306 TP1301 TP1208 TP1794

TP1350 TP1588 TP1237 TP1238

TP1445 TP1324 TP1170 TP1058

TP1091 TP1111 TP1129 TP1144

TP1416 TP1431 TP1484 TP1546

TP1593 TP1001 TP1498 TP1268

TP1214 TP1500 TP1124

TP1192

TP1341

It was clear that there were many protocols with similar findings

What we discovered were specific sections of content highly sensitive to change

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Today’s Focus

Primary Column Copy Supporting

Column Content

Optional & Required Form Fields

Form Field Presentation

Call to action copy, content

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32

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Five highly sensitive areas where simple adjustments can yield disproportionate results

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Protocol ID: TP1192 Protocol ID: TP1214Protocol ID: TP1268Protocol ID: TP1498

+7.3% +12% +23% +97%

+253%Protocol ID: TP1238

+136%

Protocol ID: TP1091

+132%

Select test protocols that demonstrate subtle changes in every section to achieve significant results

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SECTION #1: Primary Column Copy

Lead Capture Page Sample

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Primary Column Copy

FKey Principles

1. People do not buy from websites, people buy from people. We must conceptualize a lead capture page as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes.

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(Mi)YES

(Ma)YESY

Channel

Landing Page

Capture Page

(Mi)YES

(Mi)YES

(Mi)YES

(Mi)YES

(Mi)YES

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Primary Column Copy

FKey Principles

1. People do not buy from websites, people buy from people. We must conceptualize a lead capture page as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes.

2. Conversation creates expectation. One of the most common mistakes made by marketers is the tendency to abandon the conversation established by channels, web pages, or even previous transactions.

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Primary Column Copy

• The original page contains a headline that maintains continuity from previous pages but provides no additional conversation.

Protocol ID: TP1636

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Primary Column Copy

FKey Principles

1. People do not buy from websites, people buy from people. We must conceptualize a lead capture page as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes.

2. Conversation creates expectation. One of the most common mistakes made by marketers is the tendency to abandon the conversation established by channels, web pages, or even previous transactions.

3. Continuing a conversation, however, does not inspire the need to act; you must be able to convert customer attention into customer interest. For lead capture pages, this is best achieved by focusing on the process level value proposition.

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1

3

2

Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors?

Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors?

Question: If I am [PROSPECT A], why should I buy this product rather than any other product?

Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad?

Prospect B

PRODUCT

#3

PRODUCT

#4

PRODUCT

#1

PRODUCT

#2PRODUCT

#3

PRODUCT

#4

PRODUCT

#2

PRODUCT

#3

PRODUCT

#4

Primary Value

Proposition

Conversion steps associated with a specific product

PRODUCT

#2

The Value Proposition Spectrum

PROSPECT-LEVEL

PROCESS-LEVEL

PRODUCT

#1PRODUCT

#1

PRODUCT-LEVEL

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Primary Column Copy

FKey Actions

1. When crafting communication of the introductory content, one can amplify the process level value proposition by using one of the following three techniques:

1. Add

2. Explain

3. Intensify

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Experiment: Before, After

+7.3%

Increase in completions

Protocol ID: TP1498

From This

COMPANY NAME IS HERE, INCCompany Address is Here

To This

Company Name HerePRODUCT

Increase in

completions

Improved Explanation

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Experiment: Before, AfterProtocol ID: TP1268

From This

To This

+12% Increase in

completions

Additional Reason

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Experiment: Before, After

From This

Protocol ID: TP1192

To This

+23% Increase in

completions

Improved Explanation

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Experiment: Before, After

From This

To This

Protocol ID: TP1214

+97% Increase in

completions

Intensification

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Experiment: Before, After

From This

Protocol ID: TP1091

+253% Increase in

completions

Intensification

To This

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Primary Column Copy - Audience Activity

Take a moment with one of your printed pages and evaluate your headline, sub-headline, intro copy using the following criteria:

Do you have a headline, sub-headline or introductory copy?

Does it connect with the messaging from the previous channels, pages?

Does it tell me what the visitor is going to get?

Does the content add reason(s) to complete the value exchange?

Does the content explain, clarify the process behind the value exchange?

Does the content intensify the need to complete the value exchange?

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SECTION #2: Supporting Column Content

Lead Capture Page Sample

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Supporting Column Content

FKey Principles

1. The aim of the marketer is not to present claims, rather, it is to foster conclusions.

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Supporting Column Content

FKey Principles

1. The aim of the marketer is not to present claims, rather, it is to foster conclusions.

2. To foster a conclusion in the mind of the customer the value proposition must first be conceived (understood) and then be believed.

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Supporting Column Content

FKey Principles

1. The aim of the marketer is not to present claims, rather, it is to foster conclusions.

2. To foster a conclusion in the mind of the customer the value proposition must first be conceived (understood) and then be believed.

3. While the primary column copy is most effective in helping customers conceive value from the exchange, the supporting column content is most effective in helping customers believe in the value from the exchange

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Supporting Column Content

• The original page left the supporting column empty

Protocol ID: TP1636

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Supporting Column Content

FKey Actions

1. To help customers believe the value conceived up to this moment, one may use one of the three following techniques:

1. Evidence

2. Inspiration

3. Verification

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Experiment: Before, After

+7.3%

Increase in completions

Protocol ID: TP1498

From This

To ThisIncrease in

completions

Inspiration

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Experiment: Before, AfterProtocol ID: TP1268

From This

To This

+12% Increase in

completions

Inspiration

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Experiment: Before, After

From This

Protocol ID: TP1192To This+23% Increase in

completions

Inspiration

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Experiment: Before, After

From This

To ThisProtocol ID: TP1214

+97% Increase in

completions

Inspiration and Evidence (specificity)

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Experiment: Before, AfterProtocol ID: TP1091

To This+253% Increase in

completions

From This

Verification and Evidence

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Supporting Column - Audience Activity

Take a moment with one of your printed pages and evaluate your supporting column content using the following criteria:

Does it address concerns common to the process and the offer itself?

Does it highlight evidence of product or process quality?

Does it employ inspiration from current/past customers?

Are 3rd party references used to verify claims that are made?

Is there any critical information hidden in the supporting column?

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SECTION #3: Optional/Required Form Fields

Lead Capture Page Template

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Optional/Required Form Fields

FKey Principles

1. Cost doesn’t just exist where monetary transaction exists. Any time you ask a prospect to give up something (material or mental), there will be an implicit/explicit cost. The only way to completely eliminate cost, is to completely eliminate the “ask”.

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Optional/Required Form Fields

FKey Principles

1. Cost doesn’t just exist where monetary transaction exists. Any time you ask a prospect to give up something (material or mental), there will be an implicit/explicit cost. The only way to completely eliminate cost, is to completely eliminate the “ask”.

2. There are two factors that impact the cost as it relates to requesting a prospect to give up information.

1. The amount of information required

2. The nature of the information required

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Optional/Required Form Fields

• The original page required the collection of 11 pieces of customer data for a lead to be counted

Protocol ID: TP1636

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Optional/Required Form Fields

FKey Actions

Quantity of leads obtained

Quality of leads obtained

3. Marketers can leverage these two costs (both amount and nature) in order to control the quantity and quality of their lead pipeline.

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Experiment: Background

Experiment ID: (Protected)Location: MECLABS Research LibraryTest Protocol: TP1238

Background: An international company that provides industry data, technical documents, custom software applications and consulting services

Objective: To increase sales ready leads

Primary Research Question: Which lead capture process will produce the greatest sales-ready lead rate?

Test Design: A/B multifactorial (variable cluster) split

Research Notes:

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Experiment: Version A

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Experiment: Version B

• An additional question was added to help segment traffic

• Minor adjustments were made to the design

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Experiment: Version B

• An entire page of optional form fields was created to attempt an additional layer of lead qualification

Page 1 (required fields) Page 2 (optional fields)

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Experiment: Side-by-Side

Version A Version B

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136% Increase in Sales Ready LeadsThe treatment page increased sales ready leads by 136%

What You Need to Understand: Version B was able to increase total number of sales ready leads through additional steps of qualification within the lead capture process.

Lead Capture Process Quote Rate SRL Rate

Version A 6.49% 1.04%

Version B 12.14% 1.90%

% Relative Change -27.1% 136%

!

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Optional/Required Form Fields

FKey Actions

3. Marketers can leverage costs (both amount and nature) in order to control the quantity and quality of their lead pipeline.

4. And in some cases, marketers can increase both size and quality simultaneously with the request of additional information the customer believes to be relevant for a cogent conversation.

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Optional/Required Form Fields

• In the additional treatment, we deliberately added 6 form fields to help confirm an expectation of conversational quality

• We expected a reduction in quantity, but saw an increase in quantity

Protocol ID: TP1636

+109% Increase in

captured leads

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Optional/Required Fields - Audience Activity

Take a moment with one of your printed pages and evaluate your optional and required form fields using the following criteria:

Which form fields does sales value the most? Are there any that they can truly do without?

What kind of information request might change the perceived value of the exchange?

Can certain fields be made optional or placed on an additional page?

Are there any fields that can be collected progressively, or through a an automation service?

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SECTION #4: Form Field Presentation

Lead Capture Page Template

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Form Field Presentation

FKey Principles

1. Cost isn’t just impacted by the amount or nature of information requested; it can also be impacted in the way in which it is presented.

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Form Field Presentation

• The original page stacked the form fields to be focused on one-at-a-time

Protocol ID: TP1636

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Form Field Presentation

FKey Principles

1. Cost isn’t just impacted by the amount or nature of information requested; it can also be impacted in the way in which it is presented.

2. Once the optimal information amount has been identified, the marketer must then translate this into an effective message.

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Form Field Presentation

FKey Actions

1. For lead capture pages in particular, marketers impact the perceived cost of a request by optimizing their messaging in three major ways:

1. Reduce the Length

2. Reduce the Difficulty

3. Address the Concern

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Experiment: Before, After

+7.3%

Increase in completions

Protocol ID: TP1498

From This To This

Increase in

completions

Reduced Difficulty, Concern

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Experiment: Before, After

From This

Protocol ID: TP1192

To This

+23% Increase in

completions

Reduced Length, Difficulty

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Experiment: Before, After

From ThisTo This

Protocol ID: TP1214

+97% Increase in

completions

Reduced Length and Concern

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Form Field Presentation - Audience Activity

Take a moment with one of your printed pages and evaluate the content surrounding your form fields using the following criteria:

Are there any requests that are unclear, difficult to process in their current format?

Do any requests warrant additional explanation to fill out correctly?

Can any form fields be grouped into information clusters?

Are there any information requests that create concern?

Do any of the forms require special justification?

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SECTION #5: Call-to-Action Copy, Content

Lead Capture Page Template

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Call-to-Action

FKey Principles

1. A conversation must go beyond a conclusion; there must be an ask. The ask is the culmination of a series of micro-yes(s); it is the attempt to achieve the macro-yes.

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Call-to-Action

FKey Principles

1. A conversation must go beyond a conclusion; there must be an ask. The ask is the culmination of a series of micro-yes(s); it is the attempt to achieve the macro-yes.

2. For lead capture pages, clarity is essential; one cannot assume that they will understand its value, especially when surrounded by competing asks.

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Call-to-Action

• The original page presented a single submit button for the form, and an addition to three competing, equally-weighted calls-to-action

Protocol ID: TP1636

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Call-to-Action

FKey Actions

1. To mitigate confusion surrounding the decision, marketers must achieve clarity on two levels:

1. The number of asks

2. The value of the ask

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Additional ExamplesFrom this… To this

357%IN MONTHLY CLIENTS

331%IN LEADS CAPTURED

90%IN LEADS CAPTURED

99%IN CONVERSION

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Call-to-Action

FKey Principles

1. A conversation must go beyond a conclusion; there must be an ask. The ask is the culmination of a series of micro-yes(s); it is the attempt to achieve the macro-yes.

2. For lead capture pages, clarity is essential; one cannot assume that they will understand its value, especially when surrounded by competing asks.

3. In addition to making the ask, the marketer must also consider its cost.

4. For lead capture pages in particular, customers often experience the most cost at the moment in which you ask them to take an action.

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Call-to-Action

• In addition, the optimized page:• Added a visual indicator to address any security concerns

Protocol ID: TP1636

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Call-to-Action

FKey Actions

1. To mitigate confusion surrounding the decision, marketers must achieve clarity on two levels:

1. The number of asks

2. The value of the ask

2. To mitigate anxiety surrounding the decision, corrective measures must be taken in close proximity to the action you desire them to take.

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Experiment: Before, AfterProtocol ID: TP1268

From This

To This

+12% Increase in

completions

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Experiment: Before, After

From This

Protocol ID: TP1192

To This

+23% Increase in

completions

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Experiment: Before, After

From This

To This

Protocol ID: TP1214

+97% Increase in

completions

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Experiment: Before, AfterProtocol ID: TP1091

+35% Increase in

completions

From This

To This

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Call-to-Action - Audience Activity

Take a moment with one of your printed pages and evaluate your call to action and surrounding content using the following criteria:

How many competing calls-to-action (CTAs) does your page have? Can you reduce the amount of CTAs?

Is your CTA cost-oriented or value-oriented?

Does your CTA look clickable?

Are there any unaddressed concerns connected to your CTA?

Are those concerns addressed in close proximity to the CTA

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Summary

PRIMARY CONTENT: For primary column copy, focus on converting attention to interest

SUPPORTING CONTENT: For supporting column content, bring visitors from value conception to value belief

REQUIRED FIELDS: For the amount and nature of form fields, leverage perceived cost to adjust quantity and quality

FIELD PRESENTATION: For form field presentation, adjust the perception of the ask through its presentation

CALL TO ACTION: For the call to action, bring clarity to the ask and correct for unaddressed anxiety