Optimizing forms to boost conversions
Analyzing and optimizing your lead gen forms can be strategic! Discover how with Vincent Blanc, Web Project Manager, Brand & Communication at ESCP Business School:
Form optimization
Forms are the essential steps of lead generation. And yet their conversion rate (or completion rate) remains low: only 4.43% on average! Thanks to Contentsquare, find out how you can optimize your forms and increase their completion rate.
ESCP BUSINESS SCHOOL USE CASE
68.2% of users who click on the "Download Brochure" button do not finish completing the form.
By analyzing the attractiveness rate using Zone-based Heatmaps, ESCP Business School was able to identify the frustrations areas of the form and optimize it, which led to:
1 - The reduction of the number of fields (from 10 to 5)
2 - Answers options put as lists or drop-down
GEOXIA USE CASE
As a major player in home renovation and construction, Geoxia has encountered similar problems. The brand was able to validate its hypotheses by comparing conversion rates per click, time to first click, and form exit rates using Zone-based Heatmaps and the Customer Journey Analysis module.
RESULTS
Results were significant for both use cases! ESCP saw a 57% increase in conversions, a 73% increase of conversion rate and a 1.14% bounce rate decrease.
As for Geoxia, conversions increased by 22%, conversion rate gained 10 points and time to first click changed from 104 to 75.5 seconds. The form exit rate dropped sharply by 63%.
"Contentsquare enabled us to confirm of what we knew intuitively and validate our intuitions with data. Thanks to the form analysis, we identified which fields of the form were useful, in what order they should be placed and what was frustrating the user.
Making a simple form with little information to give, effectively allows you to get more contacts, more leads.”
Vincent Blanc
Web Project Manager, Brand & Communication at ESCP Business School
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