CASE STUDY
Captured Qualified Leads with Multi-Step Form
Engagement & Retention
Conversion Rate
CLIENT
Challenge
Challenge
Inogen, a maker of portable oxygen concentrators, wanted to capture more qualified leads and gather more information on their prospective customers without hurting conversion rates or cost per lead. A form to capture leads existed on their pages, but it only asked for the users name, email, and phone number.
Solution
LEAD FORM TESTING
TargetClose built and hosted responsive landing pages, developed a multi-step lead form, and enabled iterative testing of the lead form. We tested three new versions of the form, each building on the outcome of the last (see chart below). To comply with the Telephone Consumer Protection Act (TCPA), TargetClose enabled testing of compliance disclaimers, checkboxes, and consent opt-in.
CAPTURING THE LEAD
After the required contact information was submitted in Step 1, we tracked the conversion. Any partial or complete responses to the optional questions from Step 2 and 3 were submitted after 5 minutes. All leads were posted to Salesforce via LeadConduit where they were checked by lead scoring and validation services.
Version 1
Version 2
Version 3
Step 1
Step 2
Step 3
Version 4
Step 1
Step 2
Step 3
Step 4
Exit-Pop Testing
To build upon our progress and maximize the form’s visibility, we tested an exit intent popup with the form. Desktop paid search had a 16% lift in CVR with the pop-up.
Exit-Pop Testing
Outcome
The highest converting form (that also collected all the required information) was rolled out across all landing pages and channels, enabling the capture of qualified leads. The new customer information was provided to sales agents, who could then cater their calls to the individual. The form became the basis for multiple tests moving forward, including testing on pop-ups and with different landing page creative.
