Lead Generation Form

My Role: Web Strategy & Design

Registration Flow

Hypothesis

Prospective clients do not typically fill out the Sales Form on their first visit to the website. They come to research and gather information that helps them as they shop for solutions. We feel that if we make our forms seem less invasive/overwhelming and more of an opportunity, we can get more qualified leads to convert. By creating a multi-step form, we will improve conversion as well as give ourselves a stronger benchmark for tracking KPIs, A/B Testing, and lead nurturing.

Solution

  • Build a multi-step form to ease friction
  • Include transparent messaging and security links in regards to collecting their data.
  • Capture email for lead nurturing
  • Create cookies to capture and eliminate existing customers from analytics

Process

I collaborated with the Director of Demand Generation to create a user story to best organize the order of data that feels the most natural while also capturing the most important data for the business. We would also use this story to inform the voice and tone for each step. I created a prototype to get buy-in from other stakeholders and then worked with our developers to build out the functionality on our corporate website. I also worked with developers to implement tracking features for analytics and set up an A/B test in Google Optimize.

Result

A/B tests show inconclusive conversion results. This may tell us that once the user is ready to buy, they are not deterred by the number of form fields. What this form was successful in doing is collecting email data for lead nurturing.