INCREASE CONVERSION RATE BY 20% BY ADDING FRICTION TO A LEAD GEN FORM

Summary from the TLDR Marketing newsletter

A B2B software company was looking to improve the conversion rate (CVR) of its lead gen form without losing lead quality by shortening its multi-step form. However, this led to a significant drop in both CVR and qualified leads. It then tested adding a first step that asked users whether they currently had a similar software solution in place. This resulted in a 20% increase in CVR, a 10% increase in qualified leads, and the ability to personalize the lead form for each user.