Leveraging Adobe Analytics to enhance Lead Generation Forms

Lead generation forms are a great source for gathering information from prospective leads and establishing consistent communication with them. This eventually leads to an increased conversion rate. These forms are easy to develop and can be embedded in a website quickly.  They are a source of instant feedback or queries regarding the business. This information helps to build connections and relationships between a business and its customers. Form submission can be considered a high-value action, especially for a B2B business. However, a website may have multiple forms but a very low conversion and thus reducing the efficacy of such submissions.

We optimized website forms submission and increased the rate of conversion, using Adobe Analytics, for a Fortune 100 client. The client’s website had several web pages with many types of forms. The real challenge was to shortlist the major forms suited for optimization. Using Adobe Analytics, we shortlisted the top filled forms by performing the sampling. After sampling, we categorized top-filled forms under three main categories: one-page, two-page, and embedded forms.

One-page forms are those which have all their fields and the ‘submit’ button on the same webpage. They are also called stand-alone forms. Two-page forms (or muti-page forms) have a ‘continue’ button that saves the data of the first page and leads to another page where further details are needed to be added. Embedded forms are attached to web pages usually on the lower half and are accessible without having to click on a dedicated link. They are by default, one-page forms.

For filling out these forms a user first visits the B2B website. They then move on to the Sales Form page where the forms are located. Form Start is the initiation of filling the Sales Form and Form Submission is the act of submitting the form by clicking on the Submit button. In the user journey, Form submission is a parameter that determines the success of a form campaign and is directly linked to the conversion rate.

In our case, we used two metrics to evaluate the submission of the forms, which are Sales Form Conversion Rate and Sales Form Start Rate. Using these metrics on our dataset we found that form submission was steady till December 2020. After February 2021, it started declining. This decline was observed in all types of forms.

But we focused only on the one-page and the two-page forms because embedded forms don’t give a complete picture of form submission. It is because they are present on most web pages and a visitor might not even notice them and just read the content of the webpage. This can cause an increase in the visit to the embedded form page, but users’ interaction with the form can be quite low. In Adobe Analytics, we created segments for both the forms using their tagging and analyzed their performance over the months. We observed that in most cases the visit to these forms as being the highest, but the conversion is less than 0.1%. So, we focused on the other two types of forms and dropped embedded forms from consideration.

The two-page forms had the highest visits owing to their location on the “Homepage, “ which usually draws the maximum traffic. It constituted 61% of all the forms filled on the website, with one-page forms at the aggregate of 24%. But Form Start Rate and Form Conversion Rate of the two-page form were considerably low.

On further analysis of the devices used to access the two-page form, both Desktop and Mobile registered a steep decline in Form Conversion rate. This assessment was done after categorizing form submissions based on the source of submission.

Adobe certified Data Analytics team at Eucloid devised four major hypotheses to improve lower form start and conversion rate:

1. Optimizing Form Submission on Mobile phones: Conversions on Mobile phones were low in the case of IOS, as the Continue button was not properly visible on the screen. For Android phones, the button was not activated even after filling in all mandatory details. Added to this was the increased number of steps and pages in the form. Thus, Eucloid’s Analytics team recommended fixing the Continue button for a better user experience in IOS and fixing the glitch of the button in Android. The team also suggested converting the two-page form into a one-page form for the mobile.
2. Optimizing form submission on Desktops: In Desktops, there were no such glitches but the two-page forms had a lower rate of conversion solely because of the number of steps for the user to follow. For this, the team recommended that the two-page forms be converted to single-page forms.
3. Analyzing business competitors: The top competitors of the client were compared following which the team concluded that the B2B sales forms for the client were quite long compared to the industry benchmark. This increases the time and effort for the user to fill out the form. Thus, it was recommended that the number of mandatory fields should be reduced, and the use of choices-based answers be implemented rather than data inputs.
4. Improving UI/UX of the forms: The team focused on the placement and design of the Contact Us CTA button placement. It was recommended after A/B testing that a floating button must be added to navigate directly to the form and the Contact Us buttons should be highlighted in a brighter color with roman texts instead of an icon for clearer understanding.

These four recommendations once implemented, resulted in an increase in the Form Submission rate to an all-time high of 10%. This performance exceeded the results which were obtained even before the decline started. A carefully structured set of recommendations leveraging the expertise of Adobe Analytics and a keen eye for details is what made this campaign successful. 

Lead generation forms play a significant role in enhancing customer profiles as well. They connect the digital interface with people. Optimized lead generation forms can result in higher submissions and subsequently more conversions, thus boosting revenue.

Reach out to us (contact@eucloid.com) to leverage our Adobe Analytics expertise on A/B testing to enhance your website performance.