Andy on Twitter

  • If you were looking to create a community within a site - conversations etc.. Which software would you use?,
  • As must read for any marketer. Mark Ritson: 10 lessons all marketers should take from Direct Line’s brand strategy ,
  • Great read... 21 Lessons From Jeff Bezos' Annual Letters To Shareholders - CB Insights Research ,
  • customer satisfaction survey fatigue ,
  • great post from John on how algorithms erode trust and love. ,
  • So the lounge in LA has a dining room but you can only access it if you are going to certain locations… ,
  • So Brilliant.... Banksy painting sells for $1.9 million then self-destructs ,
  • Oh... have now got maintenance on board. So, cant actually keep planes in the air either it seems. In… ,
  • Three AA flights. One cancelled. One delayed by over an hour. Another delayed - they can’t find a flight attendant.… ,
  • I wonder if brands like have any idea that it's actually the customer who is in control and that the c… ,
  • Funny... Land in LAX after messed up flight. Three emails asking for reco on best airline to fly LAX t… ,
  • WOW.... WHAT A READ!!! The Big Hack: How China Used a Tiny Chip to Infiltrate U.S. Companies - Bloomberg ,
  • Never ever Fly just shocking how bad they are. Appalling.,
  • Get through your inbox twice as fast with @SuperhumanCo.,
  • Postive news... Departure cards to be scrapped | RNZ News ,
  • Learned

Marketing That Drives Demand

Having a marketing engine that drives demand is a foundational capability for any marketing function. And it all starts with the lead-form. Eloqua have always been at the forefront of thinking here and this little piece has some terrific insights:

As you’d expect, the less fields asked, the less friction for submission. There’s as much as 16 percentage points of variation between using 2 fields and 15 fields.  But most of the forms seem to settle between 5 and 10 questions in exchange for an average 40% conversion rate.

Of course, not all forms serve the same purpose. Forms that are offering a trial don’t see a signifcant drop in submissions until you get to about 8 fields. Forms where you’re offering a download of some sort can ask around 11 questions before a noticeable drop off. Webinar event registration forms see a significant drop after 5 fields.

One Response

  1. By Nige on October 4th, 2011 at 6:47 pm

    …good old common sense tells us too many questions equals too hard… but once it’s written up in a report such as this, then suddenly it’s O.K. to buy in and accept.

Speak Up — Add Your Thoughts

Connections

  • Learned
How did you connect?   [?]