A Lesson from Our Most Recent Email Offer that Can Dramatically Increase Your Conversion Rate

As an email marketer, you constantly ask yourself: what elusive ingredient will boost your results and deliver more opens, clicks, and quality leads?

We recently discovered something that may just do the trick.

For our last campaign, we tested two versions of the same email offer. One version didn’t generate many leads. The other converted like crazy.

And it was all because of one very small but important tweak.

The Importance of “Form Fills”

The centerpiece of our campaign was an offer of a free “Prospect Finder” analysis.

Anyone who answered a few questions about their local target market would learn how many of their best prospects they could find in the BWise database, broken down by company size, decision-maker title, zip code, vertical market, etc.

As I said, we tested two different versions of the offer.

The first version directed people to an online survey (hosted by the excellent service Typeform), where they entered answers to 12 questions about their prospects. The final 4 questions asked for their contact information so we could follow up with the results.

The second version directed people to a landing page with a form requesting that same contact information, after which one of our sales reps would walk them through the survey questions and provide the results over the phone.

Got that?

Version #1: answer questions online, then provide contact info.

Version #2: provide contact info, then answer the questions over the phone.

Before we talk about the results of our test, you may be asking yourself… why all the emphasis on having our prospects provide their contact info? Isn’t the fact that they opened and clicked on our email enough to generate a lead?

As any sales rep will tell you, opens and clicks may be good, but “form fills” are better.

Form fills are your prospects’ way of raising their hands even higher. The ones who get involved enough to fill out a survey represent a warmer set of leads than an open, a click, and a “so long.”

So which test won?

Forms Create Friction, and Friction Placement Matters

In our campaign, version #1 (online survey, then provide contact info) generated a lot more conversions than version #2 (landing page form, then answer questions on phone).

And here’s the lesson:

Entice your prospects to take a few steps in your direction before you ask for their info. People are more likely to follow through after they’ve put in a little time and effort.

In contrast, the landing page contact form represented too much friction too early in the process. And a lot of our prospects decided to walk away before they had to invest anything in the transaction.

Even if your next email campaign doesn’t include a form, think about friction.

Where are your friction points? Where and when does your reader stop and face a decision about whether to continue on or “walk away”?

Most importantly, how can you reduce or shift that friction to entice your prospects to take a step in your direction to generate more, better, warmer leads…

...and more potential clients!