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Imagine that you just got the ultimate idea for a new landing page.
You run it by a few people to see if your idea has legs and get an astounding “Hell yea!” and a few butt slaps from your colleagues.
Within a week, your designer has it stitched together and it’s ready to roll. Heck, you even got approval to remove some form fields, because as you know, less form fields lead to higher conversion rates, right?
With confidence oozing through your veins, you start sending traffic to your new landing page and eagerly await for the results to come in.
“4.5%?! That’s worse than our old landing page!”
You don’t understand why your new landing page performance sucks, and it takes days before you get over it. But then you realize something.
What is it that almost all visitors want to know, regardless of the product or service?
“How much does it cost?” is probably the biggest elephant in the room when it comes to converting visitors on your landing page and on the phone.
It’s therefore no surprise that actually showcasing your price on your landing page can improve conversion rates by over 100%, compared to simply not showing it.
You then go back to your landing page and realize that your single step form asks all the wrong questions to begin with:
You’ve followed the best practices of everyone telling to reduce the form fields to the bare minimum in hopes of improving conversion rates.
But here’s a nugget you may not have thought about that’s preventing your visitors from converting:
Your visitors know you can’t give them a quote or more information based off just a form with name, email, and phone number fields.
Your visitors know you need more context like the scope of the project, what is needed, and the hours it will take you to complete what they potentially want to hire you for, before you can give them a price.
They know you want their contact information, just so you can call them back and try to sell them.
People are much wiser online than they were just 5 years back. Their BS meters are at an all time high these days.
If you look at something called the Flynn Effect, that suggests people’s IQs have grown steadily since their maturation and speed at which they learn has improved with the help of the internet and other media channels – then it’s no surprise that flashy sales and “Fear Of Missing Out (FOMO)” tactics have less and less power.
It’s also no wonder banner blindness is getting worse and worse. But it’s not for the reasons you think.
Today, it’s because we’re overloaded with different senses. People still see your ads and read your landing pages, they just can’t recall them later on since their minds are already stuffed with so much other info.
Remember that your visitors have other options when it comes to getting answers they want. And your closest competitor is just a click away.
Because of that, I’m going to break the rules for one of the most common conversion rate optimization best practices on how reducing fields improves conversion rates.
As Peep Laja says over at Conversion XL:
“Do you really need people’s phone, fax or address? If you aren’t gonna ship them anything, people won’t be interested in sharing it. Only ask what’s relevant.”
Or as Neil Patel over at QuickSprout says:
“Don’t you wish improving every part of your business was this easy? So, start here. Look at your contact form and decide what must stay and what can go.”
Sure, there’s absolutely still truth in not having two separate form fields asking for different types of phone numbers.
But what if you could ask your visitors for more info, even with irrelevant questions, and get higher conversion rates?
How about a 214% increase in conversion rate that happened to Advanced Grass:
Before, Advanced Grass was using a single step form using exact same amount of fields.
All that was done was split up the fields into two landing page steps.
The goal here is to use multi step landing pages to make your visitors believe that they’re getting exactly what they want – the dollar amount of what you’ll charge them.
We believe in this tactic so much that we put all our eggs in our multi step “Get Proposal” call to action button that you’ll find throughout this KlientBoost site.
Remember, your visitors want to hold hands before they kiss. They want to know that one darn thing you don’t want to give them until you have them on the phone. The price.
So how do you get around that and grow your conversion rates at the same time?
You break up your forms into different steps and save the best for the last step, the visitors contact info.
This is how multi step landing pages work:
Your landing page form asks questions related to the service or product you sell, but has the absolute lowest amount of threat to get your visitor to take the first step. Aka, it’s easy for them to convert.
Or like I mentioned earlier, you ask a question that has no relevance to how you price things, like what zip code the visitor is in.
Now, you may have a discount or offer that applies to all visitors, but the fun thing is that your visitor will think it’s exclusive to them and the zip code they’re in.
You can even ask questions like these:
Your landing page form asks more specifics like the quantity, type, or hours of service/mo needed.
You tell the visitor you’re putting the information together and will send it to them once complete. In order to do so, you’ll need their contact info of name, email, and phone.
They’ll understand that creating a quote isn’t lightning fast, and will most likely oblige since they’ve already committed this far.
Pretty simple right?
Here’s why multi step landing page designs can work better than their single step counterparts:
Your visitors are smart and will comparison shop until they feel like they’re getting the best deal.
When you use a single step landing page, your visitors know that they can’t talk to 10 different companies who are all trying to sell the same thing.
When you use a multi step landing page that poses less threat than a single step landing page, then you’ve immediately separated yourself from the competition and planted the first seeds of trust.
People’s attention spans are declining faster than ever before as well.
Humans now have an attention span just one second less of a freakin’ gold fish. A gold fish!
Snapchats original popularity wasn’t just because you could send self-destructing selfies, but because you could do so in a lot less taps and a lot quicker than through regular ol’ texting.
This makes sense as their goals has always been towards “developing a fast, and fun way to communicate with photos.“
When you use multi step landing pages, your visitors will believe (as they should) that you’re giving a solution to their problem a lot quicker than if they filled out a single step landing page and then have to sit around and wait for an email or phone call.
With more distractions this year than just six months ago, it’s obvious that people not only have a limited time to potentially do business with you, but there’s an even greater chance that they’ll get distracted from other non-business things.
If you use a single step landing page and have name, email, and phone number as fields, then visitors know they’re not getting an answer to their problems immediately.
With multi step landing pages, they’re not quite sure. They don’t know if completing the first step of a multi step funnel will get them closer to the answers they’re looking for.
But what they do know is that the first step of filling out a zip code field (for example) is a whole lot less threatening than having to fill out a single step page that also asks for their personal info.
No surprise that over 200 million US phone numbers are on the Do Not Call list.
The main performance improvement you get with multi step landing pages come from the fact that people believe they’re getting a quote or answer on the last step.
Your visitors are smart and know that you can’t magically pull a quote, solution, or a proposal out of thin air from just name, email, and phone number on your landing page form. Because of that, it makes perfect sense that pre-qualifying questions need to be answered first.
When you get your visitors to go through your micro-conversion funnel of a multi step landing page, you’re gradually getting more and more commitment from them.
With a landing page solution like Unbounce, your multi step landing page process can be broken down and improved step by step.
Right out of the gate, you should expect your new multi funnel process to perform better than your previous single step landing page.
What’s even greater is that each landing page will now have it’s own conversion rate, and you can split test each step to gradually improve your funnel so that more visitors reach the next step.
It can be easy to raise your conversion rates and hurt your quality of leads at the same time.
How often have you not been able to get in contact with new leads or get bogus lead information sent to you?
If your visitors take the time and effort to go through your multi step landing pages, there’s a good chance they’re more ready and eager to hear what you have to say.
This is because they now believe you have all the information you need to help them out.
And if you use your final step form as a great reason for them to give you their personal contact info (Like, “We’re putting your quote together. Where can we send it?”) then they’ll be expecting your phone call and/or email.
So how do you get your feet wet and get started?
To begin with, start mapping out what “lead carrots” (also known as “lead magnets) you can use to get your visitors to finish the first landing page step.
Asking them for their zip code is, quantity of what they need, or how soon they need help, would be great first steps in your multi step landing page funnel.
Remember that your first step micro-commitment should be the least threatening question possible. It’s only job is to get momentum behind your visitor clicking on the “continue” button to ultimately finish the process so you can get their contact info.
Last but certainly not least, make sure that all your landing pages are passing form info through the URL to each other.
This is important so that you have preliminary answers that can help generate an answer for your prospect, so that you’re ready to go and have the most basic information when reaching out to them.
Have you ever tried multi step landing pages yourself? Or do you remember a time when you converted because you went through one?
Let us know in the comments what your experience was like or if you have other ideas that could be helpful!
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."