Best Practices for Improving Marketo Form Conversion

[Alok_Ramsisaria]

Hi

I would like to start a discsussion for everyone to share ideas, thoughts related to best practices for improving Marketo Form Conversion. Please share your experiences, hacks, and everything that helped in better conversion.

[Anonymous · Accepted solution]

Alok Ramsisaria​ and easy thing to do when you don't have a lot of resources at your disposal is to A/B test your form conversion! You can use an Email Program in Marketo to AB test which email drives more conversions to an LP, or test different copy/content on the LP to see what converts best. Even if it's not statistically significant, you can still get internal buy-in, and alleviate debates internally. Here's a webinar Optimizely/Marketo presented: Test for Success: A/B Testing Tips for Emails and Landing Pages – Marketo.com

[Julz_James]

We've done a number of testing with our forms to help with conversions.  We have trialled long forms vs. short forms, different call to actions, button colours, form locations, and form layouts.  We tend to find that the more direct call to actions work such at 'Download Whitepaper' rather than 'Download'.  We also have realised that the shorter forms get better conversions (even with form pre-fill on or off).  I know its different for all companies, but wanted to share some of the things we've tested and our findings.

Thanks

Juli