How to Optimize Any Page With a Form

CRO Insights #26 📈

This is how you optimize ANY page with a form.

Take a look at how we took our clients lead generation page and redesigned it for higher conversion rates.

Cost per leads about to get a whole lot cheaper!

Let's break down the before/after below 👇

🧵 pic.twitter.com/teeZe33ilN

— Oliver Kenyon | Conversion Rate Expert 🚀 (@oliverkenyon) April 3, 2023

1. We changed the layout and enhanced the headline

❌ Before: The headline before didn't capture the visitors attention enough and spanned to two lines.

✅ After: We've rearranged things, optimizing the headline to include authority as England & Wales's #1 property law expert.

— Oliver Kenyon | Conversion Rate Expert 🚀 (@oliverkenyon) April 3, 2023

2. We've changed the boring paragraphs into bullets

❌ Before: The main value as to why to trust this company was in an awkward place and went missing.

✅ After: Now, we have a really neat layout with easy to scan bullet points that showcase the companies trust and credibility.

— Oliver Kenyon | Conversion Rate Expert 🚀 (@oliverkenyon) April 3, 2023

3. We've completely optimized the form

❌ Before: Many CRO mistake here - no real structure and not having a the form on a background container.

✅ After: We've added a background container to make the form pop and more trustworthy and enhanced the options to make them easy.

— Oliver Kenyon | Conversion Rate Expert 🚀 (@oliverkenyon) April 3, 2023

4. We've added much needed social proof

❌ Before: The page has zero social proof.

✅ After: Trust and social proof are ESSENTIAL with forms/lead gen. We've added their 9000+ reviews to help visitors feel they can trust giving personal data to the company.

— Oliver Kenyon | Conversion Rate Expert 🚀 (@oliverkenyon) April 3, 2023

5. We've added trust to the form

❌ Before: Not only did the CTA go missing, tucked under a field but they lacked any form of trust.

✅ After: By adding a secure seal + text we've been able to instantly add trust and therefore increase the amount of form submissions.

— Oliver Kenyon | Conversion Rate Expert 🚀 (@oliverkenyon) April 3, 2023