Recently, we had someone comment that some of the forms on our web landing page was requesting for too much information, dissuading people from completing them. This is a little like what National Instruments went through in their Case study:  How National Instruments doubled response rates for web forms. What’s different is that our form only had about 8 fields, much less than what they had.

In a business like ours, there is a line between making a form easy to fill up and using it as a way of qualifying prospects we get from the web. The beauty about calls to action on web landing pages, is that they are quite easy to tweak to find the best balance between the two.

With that in mind, we included short forms with very simple information and flexibility in either including a Phone number or an Email address on our web landing page. With this simple information, we make it easier to initiate contact with prospective leads, finding out more about them in the subsequent follow-up and increase our response and conversion rates along the way.

While we have only recently made this small change, we are already seeing response rates to the forms increase. The beauty of our system is that once we get this simple information, we could use it to create a Personalized landing page for our prospect that tracks and collects more information that goes into our data system.

Already we are seeing more than double increase in responses, lets hope it keeps up.