Use “Request A Demo” Form to Increase Conversions
Introduction
One of the most important actions a prospect can take to become a sales qualified lead (SQL) is to sign up for a 1-on-1 demo of your software. And yet, your Request a Demo form might actually be hindering the process. Awkward design, poor or missing content, and even the colors you choose can all have a powerful impact on whether or not your prospects end up speaking to you.
Here are three easy ways to leverage your demo form to increase conversions:
1. Use Enriched Data to Reduce Fields in Real-Time
We have all seen sign-up forms that ask more questions than the IRS during an audit. Name, phone number, email, industry, number of employees, annual revenue, the CEO’s blood type-on and on forever. But how many questions do you actually need to ask your prospect to begin the initial qualification process?
Less is more when it comes to the number of fields on your demo form. In the case of Imagescape, by reducing their contact form from 11 to 4 fields, they saw an incredible 120% increase in conversions.
And even micro-shifts in your number of fields can help. A study by Hubspot shows that reducing your form from four to three questions can have a dramatic effect on your conversion rates.
“But we need to have all of these data points to qualify our prospects!” you might be thinking. Not to worry, diligent marketer. This is where the power of data enrichment comes into play. What if, instead of asking your prospect, you already knew the answers to these important questions?
Lusha’s data enrichment allows you the opportunity to collect a significant amount of information from your customer automatically. Our new LushaForms will auto-enrich your forms with data in real-time while the prospect is filling out the demo request form. You will be able to reduce your fields to just one question, which has increased conversions as high as 54% with some companies.
2. Use Conversion Rate Optimization Best Practices
Beyond the number of fields in the form, you have plenty of options for adjusting elements to make your demo page more conversion-friendly. While it can seem overwhelming, Conversion Rate Optimization (CRO) ultimately boils down to understanding your customers and delivering the right website experience to further their buying journey.
It’s easy to overlook CRO best practices on a demo form versus a homepage. Homepages are complex, public-facing pages that need to convey your unique selling proposition. And a demo form is just a simple submission page-there’s nothing to think about there, right? Wrong.
While a demo form may have fewer elements than your other site pages, it is absolutely critical to A/B test content and design choices. Your conversions may just depend on it. Thankfully, tools such as VWO make it very easy to test all of your page elements to make data-driven decisions and reduce friction in the sign-up process.
We could spend an entire blog series on various CRO best practices, so we will limit this section to some of the most impactful elements to test.
Social Proof
Social proof is one of the most powerful weapons in your arsenal for converting a prospect into a customer. Why? Because if customers already love your product, your prospects can
Social proof can take many forms on your demo page, including:
- Trust icons (i.e. logos of big companies you work with)
- Number of customers served
- Case studies
- Reviews
- Social media posts
- Testimonials
Liked what you’ve read?
Check out the full blog post on Lusha’s blog.
Originally published at https://www.lusha.com on October 24, 2019.
