We have all heard the term "less is more". And we were told that this also applies to landing pages. That is to say. your forms should be short and ask only the bare minimum of information required if you want to perform a conversion.
However, when it is used at all levels, this notice can turn around.
Someone usually faces a landing page is how much your offer costs. But if the offer on your landing page is for a free quote, you may not necessarily disclose the prices on the page. When there is no price, but a form requiring a name, a phone number and an e-mail, the visitor knows:
- They will have to talk to someone to get an answer to their question (they are well aware). can not give a personalized quote from this limited information, and in addition, prospects are very reluctant to give their information to anyone.
- They can click the Back button and find a competitor who will give them what they want faster.
So why should we expect a form with super generic fields to be convincing enough that someone can contact us in any case?
As we discovered in our KlientBoost agency, increasing the number of steps and the amount of form fields, we could actually increase the conversion rates. The key here for us has been the order in which we present our steps and what information we ask first.
Can more form fields really increase conversions?
The fields go against all that we have generally been asked to do:
And while are certainly cases where less form the fields are better, we found by adding more straight form fields in progression can help mitigate the conversion anxiety . When done correctly, it can bring your free quote landing pages / free lead generation to a higher level.
In our agency, we call our multi-step approach the Breadcrumb technique – think about Hansel and Gretel
Experiment with the Breadcrumb Technique
This is the sales page version of the sales technique called " Yes Ladder ". It's the art of finally reaching what you want (the conversion) as a marketer, asking visitors to say yes to much smaller requests.
Instead of having a page and a form to capture leads, you divide the form fields into several steps . Thus, potential prospects who visit the first page through your ads will fill out a short form and, after clicking the CTA button, they are directed to the next step.
The first step begins with the less personal questions that allows the visitor to remain anonymous while the second (and any additional steps) asks for more personal information ( though reasonable). Here is an example of one of our ZipLending clients. Their landing page offers a quote for rates on mortgages:
Note the questions asked in the first step:
- What type of property do you envisage?
- What is your estimated credit score
- What is the loan amount? ?
All fairly low threat issues that allow the potential client to remain anonymous but have the impression of getting a quality response, tailored to their needs.
Next, they are directed to the second stage form field:
This step requires more personal information, but logically reminds the potential customer that we need this information to send personalized rates.
And although I can not share the numbers of this test, can share some high-level results. After the changes in several steps in the form above, we were able to attract 35 more prospects for ZipLending from March 2017 to May 2017. The customer also noticed that it was about very high quality prospects. because of qualifying issues included. our first step.
When we experimented with a multi-step form for another client, Garza Law, we were able to increase the number of leads regularly, introducing 66 more in March 2018, for example in December 2017. Here is an overview of this question:
Depending on the industry you work with and the typical value of a track, 35 to 66 more clients over the course of a month can be a huge upgrade for a customer. that is why we are excited to be able to do it via the multi-step form approach.
Why the BreadCrumb Technique is a Fun Experience
If you want to try this with your landing pages, in the first step form, you ask questions relevant to what the prospect may ask you if they have you called on the phone. This establishes the personalized nature of what they will receive in return.
In the particular example that we have described above, the visitor wishes to obtain a non-binding quote. So we surely need some information about what they are looking to be useful, and as the prospect understands this, they are more willing to participate for the perceived and increased value.
Raising questions at first with questions that help the prospect determine exactly what he's looking for will not only increase your conversions, but will often improve lead quality.
In addition, on the ZipLending page, notes that the title changes between the first and second step to indicate to users that they have not completed the process yet .
The CTA button text "Get Rates" also changes to "Shipping Rates". If the language does not differ from step one to step two, it may result in lower conversions because users may think the form has been refreshed and the process is complete.
The Psychology of this Technique
After completing the first questions of the first step, the last step to fill in the most sensitive fields like name, email, phone. number becomes much easier because of the psychology of conformity .
Dr. Robert Cialdini said it best:
"Once we have made a choice, we will meet personal and interpersonal pressures to comply with this commitment." Influence – The Psychology of Persuasion
You are committed to small things, you are more likely to continue to make larger commitments in accordance with your initial decision.
Scott Fraser and Jonathan Freedman have also conducted research on how to convince people. They went from door to door asking people to place a sign saying "drive carefully" in their front yard, but only 20% of people agreed.
They then did the same test in a neighboring neighborhood. the time they asked people to put much smaller signs in their yard. This created the opportunity to get them to say yes to the establishment of the greatest original signs.
Next time, 76% of people agreed to post the biggest signs, compared to 20% originally. Psychology baby!
Following the multi-step model designed to facilitate visitor engagement, here is another example of a landing page integrated with one of our customers' Unbounce:
The First Step
The Second Step
Successful multi-step forms were not a unique thing for us
What's cool is that this multi-step landing page technique worked several times at KlientBoost for different customers.
Below you will find the landing page of our Unbounce Mention customer who offers a free demo, the buyer's landing page on his vehicle and the Watchex estimate for the purchase of your Rolex. These campaigns all followed the same technique:
Progress bars can illuminate
it is landing pages in several stages, something to consider is the addition of a progress bar or d & # 39; 39, a step assistant. This is especially useful when you have more than two steps, like the following example:
The wizard tells users how much they will need to fill out, which can help reduce uncertainties about the amount of information required.
How do you try the Breadcrumb technique on your Unbounce landing pages?
It's easy! Instead of having your form in one step, go to the confirmation dialog of your form and make the destination of your first step directly to the URL of your second step (see below ).
When you select the form in the Unbounce builder, you will see options to the right of the form confirmation. Under confirmation, select "Go to URL" then paste the url of the second step form and make sure that the box "Add form data to the URL is checked . ] For the second step of the form, you must ensure that a crucial step is accomplished, otherwise the information from your first step will not be exceeded and you will not receive a full advance. See below:
You will need to create hidden fields with the same field IDs as the form fields in your first step. If they do not match, the information will not be transmitted. As long as you have all the fields in the first step as hidden fields in the second step, you should be satisfied with that.
Now that your first and second steps are correctly linked, you can continue programming your shipments regularly. the second step form to your form confirmation dialog (or a thank you page).
Unbounce has a simple function in several stages
There is always more than one way to do something! While this requires development work, Noah Matsell from Unbounce offers useful tips for creating multi-step forms in the same page / URL. This means that you will not need to paste the URL of the second form as the destination of your first form.
Note that this workaround allows you to create a form with a step-by-step field. This may not work for those who want multiple form fields to appear in a particular step, but you can test what works for you.
To create these multi-step forms on the same page:
Create your form in Unbounce.
Create a new button item for your "Next" button. and one for your "Back" button. Keep in mind when positioning these buttons (and your form submit button) that only one field will be displayed at a time.
Update the script with the ID of your Back button elements. and & # 39; Next & # 39 ;. Tip: Make sure to exclude the "#" in the ID.
Copy the CSS code from "multistep_form.css" and paste it into the Stylesheets section of your page.
That's it! See the complete process and code required here.
Test the technique on your next landing page
You will need a little practice to find the right questions to ask in your first step or to find the type of language to use on your form; but that's all that conversion rate optimization involves: testing and trying new things to see what's left. Ask the questions your visitors want answered and ask the questions your salespeople need answers to give a prospect a more personal answer.
If you try, we would like to know your experience with a comment below.