How to Optimize Your Lead-Generation Forms
E-commerce sites can run a series of great A/B or multivariate tests for conversion rate optimization (CRO) and expect a 20-something lift in sales, at best. Lead-generation marketers are fortunate because they can expect a much bigger impact on their results, according to Justin Rondeau, editor of WhichTestWon, writing for Econsultancy. “In fact, the average lead generation CRO campaign results in a 40-something conversion lift,” he writes. “As in 40% or more leads generated from the exact same traffic.”
While lead-gen marketers have many things to optimize, Rondeau says he’s noticed the biggest response lifts often come when tweaks are made to lead-gen forms. He offers three case studies to illustrate what this looks like:
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