Learn how to increase B2B form submissions by means of conversion testing

Nearly all business-to-business (B2B) marketers are focused on raising leads, improving lead quality plus improving return on investment (ROI).

Conversion testing plays a key part in all three of these objectives. Let’ s look at four tests that will illustrate how improving the online encounter can lead to dramatic increases in conversion rates and lead results.

We will also analyze exactly why the tests worked so you possess a better understanding of how to apply exactly the same principles to your own unique conditions.

Test #1: Type position and orientation

Test variations:

Hypothesis:   By focusing the registration form and shifting it higher on the page, visitors’ eyes will more easily flow from your call-to-action (CTA) statement towards the form. The benefit bullet points plus asset imagery will now serve as supplementary, supporting content.

Results:   Variation one won with a 34. 47 % higher conversion rate at ninety two. 04 percent confidence.

Conclusion:   A lot of visitors were ready to get the online asset without needing additional information. The sign up process was more seamless plus apparent with Variation 1, therefore increasing form submissions.

Test #2: ‘ Instant download’ badge

Check variations:


Hypothesis:   Site visitors do not like waiting for an asset to be e-mailed to them, especially since they often have to check on their junk folder to find/receive the asset. By adding a logo indicating the asset is an “ instant download, ” we will get rid of this pain point, thus boosting form submissions.

Results:   Variation one won with a 31. 93 % higher conversion rate at 91. 61 percent confidence.

Conclusion : Visitors do, in fact , appreciate the straightforward and clear approach of giving them the resource immediately. There was also no factor between variations in terms of the quality associated with emails provided.

Check #3: Tabbed content

Test variations (desktop):


Check Variations (Mobile):

Hypothesis:   By which includes additional information about the company and arranging that content in tabs, site visitors will more easily see how the online asset is relevant and beneficial to all of them, and thus, more visitors will full the form and convert.

Results: Cellular: Variation 1 won with an one hundred sixty. 28 percent higher conversion price at 98. 75 percent self-confidence. Desktop: Control won with a thirty-one. 13 percent higher conversion price at 86. 28 percent self-confidence.

Conclusion:   For desktop visitors, the particular tabbed information was less significant than immediately seeing testimonials plus partners (as social proof) quickly. However , mobile visitors appreciated the extra content presented in an easy-to-digest tabbed format on the smaller screen.

Test #4: Overall look plus feel

Check variations:

Hypothesis: By tests a different page layout/look, we can associated with largest gains in conversion rates within the shortest amount of time. The increased visible prominence of the asset and type area will draw visitors’ eye to the area where we want probably the most engagement.

Outcomes:   Variation 1 earned with a 44. 73 percent increased conversion rate at 88. 41 percent confidence.

Conclusion:   The more notable form section and front-on look at of the asset were the largest elements in Variation 1 winning. Visitors can more easily see the asset they would become receiving and more immediately understand how to obtain the Guide. After finding a winning general layout/look, we can test additional iterations of this page.

Transform your lead resulting via testing

These four landing page exams represent a small sampling of achievable conversion rate optimization (CRO) exams available to B2B marketers. The illustrations showcase the importance of page layout, enrollment form placement and format as well as the information/images associated with downloadable assets.

And as Test #3 strengthened, make sure you are looking at different device forms and experiences separately so you can personalize and optimize the conversion price for all of your visitors, regardless of how offered to your site.


Opinions expressed in this article are of the guest author and not always Marketing Land. Staff authors are usually listed right here .


Regarding the Author

As head from the Conversion Improvement department at SmartSearch Marketing , Abraham leads landing page testing technique, implementation and analysis along with customer communication and delivery. Abraham provides 8+ years of experience in transformation improvement, landing page testing and user friendliness with a specific focus towards B2B and business with a complex purchase. Prior to joining SmartSearch Marketing, Abraham successfully ran his own ecommerce web site and holds a bachelor associated with fine arts in painting in addition to a degree in web design and online media. Abraham currently resides within Denver, CO and enjoys spending some time with his family, camping, hiking, actively playing tennis and online gaming.

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