Results: Which Form Won? With Or With The Discount Offer?

Shorter form, with discount offer

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Longer form, without discount offer

Click here to enlarge

Which Form Won? With Or With The Discount Offer?

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Difference Between Versions:

Version A – Coupon offer, and fewer form fields
Version B – No coupon offer, and more form fields


Key Performance Indicator (KPI): 

Leads resulting from form submissions


Test Goal:

Increase the number of leads filling out a form

 

Traffic Source:

Paid search

 

Audience: 

Local small and medium-sized businesses (SMBs), in targeted U.S. cities

 

Organization: 

Thomas Printworks: 60-year old printing company doing large-color graphics like vehicle wraps, billboards and skyscraper banners

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This week’s Featured Test is brought to you by:

Test Run By

Reap Marketing

Test Run For

Thomas Printworks

Test Run On

Ion Interactive

WINNING VERSION

B

Poll Results - The Best Guesses:

Which Form Won? With Or With The Discount Offer?

  • Version A
  • Version B
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Surprisingly, the longer form WITHOUT the coupon offer won!

Can’t believe it? Read on to learn more.


Test Details & Background:

Founded in 1965, Thomas Printworks has evolved from a small print shop in Dallas, Texas, to an industry-leading printing company with over 600 employees, across 28 U.S. locations.

Originally known as Thomas Reprographics, the company has rebranded, modernized, and optimized their website along the way.

Looking for expert direction, the printing company has turned to the Texas CRO agency, Reap Marketing, for help.

Reap began by creating a lead generation campaign for Thomas’ vehicle graphics – one of the print company’s highest profit margin products.

The campaign offered a lead magnet with a 25% off coupon. The discount was given once users submitted their contact info, through a short web form.

 

Poll Results - The Best Guesses:

Which Form Won? With Or With The Discount Offer?

  • Version A
  • Version B
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Wendy M
Wendy Melemed
8 months ago

I think one of the reasons B won is because it offered a quote for the actual printing job. These people have already thought of something they would be interested in buying. Variation A just asked for your contact info in order to get a coupon. A person doesn’t need to have a project in mind to request the coupon.

barnardj
barnardj
8 months ago

Hi Deborah,

I’ve looked at form designs a lot lately. I was surprised by the result here but I also didn’t read much of the detail before voting.

It really comes down to intent vs. the situation. For example, a form that when submitted displays results on the next page would probably not benefit from being longer. That said, there is always the case of reducing the number of leads while increasing the quality of those leads.

It’s about finding that balance. That’s why we test :).

I love reading about these experiments. Keep up the great work.

-Josh

Dan Coggins
8 months ago

Perhaps this is a luxury item. Nobody needs wraparound vehicle graphics, right? So maybe people expect to do some penance — such as filling in form fields and paying the full price?

Marissa Ryan
8 months ago

It’s hard to prove that this is the case, but sometimes, offering a lite contact form and a discount feels very “infomercial”-y to some users. By not aiming to be the lowest cost option, maybe this brand is showing that they’re higher quality? By showing the deeper dropdowns, maybe it conveys that the user’s information will be well-used by someone who knows what they’re doing? Price is definitely not always about money – its about the value conveyed for that money.

Interesting one!

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