How to Improve Lead Quality by 140% with A/B Testing
- Slash the rate of false positives from 60% to 22% by rewording and redesigning the qualifying field(s) on your lead gen forms.
- Improve user experience design on your lead generation forms and watch as submissions rate go up by 30%.
- Improve lead gen copy and add verification functionality to improve lead qualification quality by as much as 140%.
The correlation between lead generation form length and lead qualification quality is typically rather direct. A/B testing case studies have revealed that shorter forms improve lead quantity, while longer forms may improve lead quality.
We’ve covered testing the length of lead gen forms in a previous post, in order to boost your conversion rate. Today, we’re also looking at form conversions (i.e. how to get users to finally click that submit button at the end). But we’re also taking a more specific approach, by looking into B2B lead gen, and we’re showcasing experiments designed to also increase lead quality.
Case study #1: HubSpot
HubSpot sells their solutions both directly to other businesses, but also through a Partner program. In order to identify potential Partners, their lead gen form includes a final question on whether or not the lead’s company is a marketing agency, or another type of enterprise selling services in marketing.
Potential leads for the Partner program are then manually checked by HubSpot staff. Eventually, they came to realize that 60% of those answering ‘yes’ on the final question explained above, were not really agencies. So they tested two solutions, which you can see below.
Image source: blog.hubspot.com
The results spoke for themselves and both treatments proved worth candidates. Variation A produced 26% false positive results, while Variation B only produced 22% false positives, which is what eventually qualified it as the winning solution to be implemented.
Though this may seem like no big deal, it helped HubSpot staff to cut back on expenses that had accumulated because of poor quality leads. With less time spent on manual checks, the Sales team had more time on their hands to look into doing business with qualified leads.
Case Study #2: ContentVerve shipping co. client
Marketing company ContentVerve had a client who couldn’t afford making their lead generation form any shorter – but they definitely had some user experience design issues, which needed to be addressed stat. This shipping company from the Netherlands experienced low rates of form completion, high user friction, and all because of form readability issues.
Since the lead gen form comprised three distinct steps, ContentVerve decided to test several elements on each one, including form field copywriting, layout, and call-to-action.
Image source: contentverve.com
The implemented changes can be easily noticed, but here they are, outlined for your convenience.
- The fields were all top-aligned, in order to make the forms easier to read.
- Several fill-in fields were replaced with drop-down menus, which help avoid confusion and take less time to both fill in and process.
- Steps 2 and 3 were reduced to a lower number of fields.
- The call-to-action button on each step was redesigned in a bright, bold colour.
And, of course, the results were quick to improve: the new lead gen form had a higher conversion rate of some 30% compared to the old one.
Case study 3#: iProspect for Iron Mountain
Data management company Iron Mountain didn’t have a lead gen quantity problem to speak of. In fact, their form was getting plenty of completions – the issue was that most of the filled-in forms were irrelevant.
They were facing several types of problems:
- Users were leaving some of the fields blank.
- Users did not use the form to ask for a price quote from the company, but to file a support ticket or ask for a job.
- Users were providing false information.
Image source: blog.optimizely.com
The digital marketers they worked with aimed to improve the quality of the leads generated by the form by collecting correct information from the users and by clearly stating what the form was for (i.e. form intent).
To achieve these two goals, they took several measures:
- They changed the form’s headline from ‘Contact us’ to ‘Request a Quote’. The new title copy clearly specified form intent.
- They placed the label for each field inside the field. Thus, they tried to make sure the user was actually reading the label before filling in the information.
- Finally, in a move that may decrease lead quantity, but increase lead quality (i.e. qualification), they added a verification feature to the information in each field.
This test also proved successful: with their redesigned lead gen form, Iron Mountain managed to increase the quality of their qualified leads by an impressive 140%.