Lead generation experts have repeatedly found that removing unnecessary elements increases lead form conversion. For example, Conversion Fanatics cited a case study in its blog post that increased lead form conversion by 37% by removing secondary calls to action from the landing page (see the before and after pictures, and the comment below):
Landing page before lead form conversion optimization activities
Landing page after optimization, showing 37% increase in lead form conversion
Comparing the images provided, it is easy to see that the Conversion Fanatics specialists began by clearing the landing page of the clutter of secondary elements, removing the demo, as well as the two CTA buttons located on the right side of the landing page .
How can the obtained results be explained from a psychological czech-republic phone number data point of view? The fact is that the vast majority of people do not cope well with multitasking. If the landing page is overloaded with an abundance of different additional elements and calls to action, this complicates the selection of key information and reduces the likelihood that the user will respond to the main marketing message.
Unfortunately, even after thoroughly cleaning up your landing page, you may still need to collect a lot of information from your visitor, which means filling out a bunch of lead form fields. In this case, there are two steps you can take to collect the data you need without sacrificing the user experience:
1. Group related pieces of information together using the principle of proximity and appropriate design decisions.
2. Break the information gathering process into several sequential steps. Let the user focus on performing one action at each individual step or landing page. This will reduce information overload and, as a result, increase conversion.
The psychological techniques above have been successfully applied on many e-commerce sites. However, the principles behind these recommendations are also applicable to B2B lead generation.