Objective
Allegiance, a company specializing in employee and customer engagement solutions, wanted to drive a high quantity of leads to its salesforce. However, Allegiance also wanted to be sure that it was driving high quality leads as well.
Solution
Often times, high lead quantity and high lead quality often seem mutually exclusive of one another. But using A/B testing, Search Mojo found a solution. A new test landing page was created using Silverpop Engage B2B that employed fewer form fields, and on the "thank you" page, the user was presented with another form of "optional" information, if they chose to provide it.
Result
By using fewer form fields on the initial form page, Allegiance recognized a greater number of initial conversions immediately. And of those that filled out the first form page, a staggering 78% also chose to fill out the second page of "optional information". Allegiance also reported that those respondents that filled out the optional information tended to be high quality leads.
Thus, Allegiance was able to receive both a greater quantity of leads by reducing the "barrier to entry" of a long form AND captured more data and quality leads by incorporating the optional questions on the second form.
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