Mad lib form style testing results

Back on Feb 26th @affbuzz posted a link on Twitter to a post someone did about a new form style called mad libs. This is a conversational style, paragraph type form instead of the standard forms we are all used to. The post claimed these form styles increased conversions 25-50%.   Some pretty big car sites are running these types of forms, like KBB and Vast, you can see a live example here.

I was pretty shocked and skeptical with the claimed results, because you just never know with anything internet marketing related until you test it out for yourself.   The only source of information you can really count on is your own data.   So I called up my designer and with 4 hours had an A/B split test up and running.  The landing pages were to capture leads for a local/regional lead gen campaign I’m running in the financial services niche.   The only difference on the two pages was the form.  Here is what those forms looked like:

Test LP-A, regular form

Test LP-B, conversational style form

The results:

After running for 20 days, I finally have enough data to see the overall trend.

As you can see, there wasn’t exactly an earth shattering outcome, but surprising nevertheless.  The 10.49-11.79% change is actually a 12.4% increase for the mid-lib style form.  That’s 24 extra leads in this case.  It wasn’t the 25-50% increase the other study had shown, but to be honest I was just happy it didn’t lose money.

Bottom line:

Like every landing page element, form styles are a good thing to test.  Do conversational style forms always work better?  No.  I actually think I got lucky with this test.  The niche I used had a primarily older demographic which my instincts told me might respond to this style form.  There are a lot of niches where I think this form style would underperform regular styles.

Just another thing to add to the testing list!

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Posted in General, Landing Pages, Lead Generation by cdfnetworks on 03|18|10
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9 Comments »

Comment by Steve
2010-03-19 16:04:43

Hey – thanks a lot for providing a real-world example for this form method.

Playing with numbers in my head, it appears a $25 payout/lead (some pay less, some much more) would equal almost an extra $1K per month / form.

Not a bad return for 15 minutes worth of work just the one time. :)

- Steve

Comment by Chad Frederiksen
2010-03-19 17:48:55

It just goes to show the power of landing page testing. A small tweak can equal big profits.

 
 
Comment by Ricardo
2010-03-22 18:07:01

Great information! I’d guess the second form would perform better, but you have to test to make sure.

 
Comment by WayneDog
2010-03-26 14:40:17

Good stuff chad. Great legitimate split test as opposed to one that was on that original post where so many other variables were different which validity of the test. Great to see someone that knows what they are doing do a true split test.

 
Comment by Profit Addiction
2010-03-29 18:00:28

I saw this too Chad. I’m actually developing a lander right now utilizing this strategy. Thanks for the inspiration!

 
Comment by oyun
2010-03-31 12:33:59

I remember seeing this type of form on another site though now I can’t remember where!

 
Comment by guynextdoor
2010-03-31 21:41:29

Come on really!!!!
This has got be an April Fool joke.

 
Comment by Alexandr
2010-05-26 07:30:57

Thanks for sharing the results of this test.

I believe that some nicely designed texts will work better in some cases.

 
Comment by saving money
2010-07-22 17:21:54

It may not be earth shattering, but if you keep testing those incremental increases can really add up.

 
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