Lead generation marketers are remarkably lucky. If your peers in ecommerce run a series of utterly brilliant A/B or multivariate tests for conversion optimization (CRO), the most they can expect is a 20-something sales lift. (Heavy testers like Dell are thrilled when a test wins single-digit additional sales.) But, lead generation marketers can expect a much higher impact.
In fact, the average lead generation CRO campaign results in a 40-something conversion lift. As in 40% or more leads generated from the exact same traffic.
You can optimize every aspect of your lead generation pages – however, we’ve noticed the highest response lift often comes when you tweak your form.
Forms aren’t sexy.Most marketers would prefer to focus on creative things like images or copy. Testing creative does help of course; but your form is where the real action is.
Don’t let your IT team slap up a routine form on your lead generation landing pages, optimize it.
Here are three Case Studies to give you ideas to get started:
Are your landing page or product page images big enough to get the best conversion rate that you can get? We’ve seen a wide variety of marketers testing image size these days, including B2B, ecommerce and media sites.
I’m not talking about allowing your visitors to click to enlarge images. I’m talking about blowing up the size of your hero shot (the most important image on your page) so it’s much, much bigger.
Here are three examples from very different marketers to inspire you.
Be sure to share them with your design and testing team.