Slides from presentation by Chris Lucas, VP of Marketing at Formstack

1. How Top of the Funnel
Optimization Often Gets
Overlooked
PRESENTED BY
Chris Lucas, VP Marketing

2. 2
About our Product
Formstack is an online form conversion software
that helps marketing teams turn website traffic
into leads and revenue.

3. How Top of the Funnel Optimization Often Gets Overlooked3

4. How Top of the Funnel Optimization Often Gets Overlooked5
Before We Get Started

5. How Top of the Funnel Optimization Often Gets Overlooked5
The Marketing Funnel
SEO, paid search, ads, etc.
Pique interest with compelling content
Collect information for further engagement
Continue to keep their interest, prep for close
Turn your lead into a customer!
Attract
Engage
Capture
Close
Nurture

6. How Top of the Funnel Optimization Often Gets Overlooked10
Attract
Engage
Capture
Close
Nurture
Conversion: The
Moment of Truth!

7. How Top of the Funnel Optimization Often Gets Overlooked7
96
4
Will come back
Gone forever
96% of Visitors who don’t convert
the first time never will
- WordStream

8. How Top of the Funnel Optimization Often Gets Overlooked8
Online forms are the often gatekeeper for leads entering your sales funnel.
Bad
online
form

9. How Top of the Funnel Optimization Often Gets Overlooked9
If offer is good, optimize your form. Three things:
Make it
easy
Focus on content,
not style
Test and
analyze

10. 10
Some Easy Wins

11. 11
• Forms with social media
autofill capability convert at
26% on average.
• Quick and easy for the user
• Data is pre-verified
Social Autofill

12. 12
A/B Testing
• #1 way to increase
conversions - FCOR
• Changing your submit
button can increase
conversions up to
250%

13. 13
Conditional Logic
• Only ask what you need to!
• Shorter forms = more
conversions
• Formstack research has also
proven that when users add
Conditional Logic, they can
see increased conversions up
to 50%.

14. How Top of the Funnel Optimization Often Gets Overlooked10
Let’s Be Clear

15. 15
Let’s Just Be Friends: Contests

16. 16
Let’s Just Be Friends: Contests
• Contests average a 35% conversion
rate, according to Formstack research.
• High conversion rate, but low lead
quality
• If willing to offer an incentive for
more leads, be prepared to nurture
them down the funnel
• Drip email campaigns, more content,
etc.

17. 17
Dos and Don’ts: Contest Forms
• 1st Date - Save Something for Later
• What do you really need - Why?
• Use Logic
• What’s your second date?

18. 18
The Inner Circle: Content

19. 19
The Inner Circle: Content
• Webinars, e-books, new research
• High conversion rate, average lead
quality (demo checkbox on webinar)
• More familiarization in your brand
and a clear interest in your offering
• Nurture with more problem-specific
content and pose your brand as a
solution

20. 20
Dos and Don’ts: Content Forms
• Keep the content brief and showcase one
clear call to action
• If you need to know more information to
nurture the lead to sale, consider
conditional logic or A/B testing
• Keep the form above the fold
• Avoid putting field text inside the form
field
Image Credit: Unbounce

21. 21
Putting a Ring on It: Demo Requests
• Lower conversion rate, but higher
quality
• Clear interest in your brand and
product offering
• If the demo is for a specific product
line or subscription tier, speak to that
on your landing page

22. 22
Dos and Don’ts: Demo Forms
Image Source: Conversioner

23. 23
In Conclusion
• Determine the goals for your marketing efforts: do you
want quality or quantity?
• Remember to optimize the top of the funnel to meet
your sales priorities
• Don’t neglect the form when testing! Try different
variations on your form to find the best conversion rate
on your landing page
• Optimize different types of forms for warmer/colder
leads

24. 24
Questions?
Chris Lucas
chris@formstack.com
Twitter: @chris_c_lucas