Editor’s Note: This post has been updated with new links and fresh content to help you make your conversion rates even explode-ier. 😉
Original Publication Date: April 20, 2015
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. You get an astounding “Hell yeah!” 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, fewer 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 a common landing page best practice. Everyone says to reduce the form fields to the bare minimum in hopes of improving conversion rates.
[Tweet “If your landing page form just asks for name, email, phone… Read this #CRO article now.”]
But there are at least three reasons you may not have thought of that are preventing your visitors from converting.
Three Reasons Your Visitors Aren’t Converting
- Your visitors know you can’t provide a quote or proposal based solely on a name, email, and phone number.
- Your visitors know you need more context. The scope of the project, the materials needed, and the hours it will take you to complete what they want to hire you for will all be factors in the 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 four or five years ago. BS meters are at an all-time high these days.
The Flynn Effect suggests that “generational IQs” grow steadily over time, and the speed at which people learn has improved with the help of the internet and other media channels. It’s no surprise, then, 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. People still see your ads and read your landing pages, they just can’t recall them later — their minds are already stuffed with too much other information.
Remember that your visitors always have other options when it comes to getting the answers they want. And your closest competitor is just a click away.
It’s Time To Start Breaking Some Rules
Because of that, I’m going to break the rules for one of the most common conversion rate optimization best practices. Specifically, the one 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 we did was split up the fields into two landing page steps.
Multi Step Landing Pages Create Trust
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 don’t just recommend this tactic. We believe in it so much that we put all our eggs in a multi step “Get Proposal” call to action button that you’ll find throughout this KlientBoost site.
Even the University of Phoenix, the biggest PPC spender there is, uses multi step landing pages for almost all their Google Ads traffic.
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.
The 3 Steps That Make Multi Step Landing Pages Work:
Step 1: 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 visitors 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.
The four step landing page above scored a 311% increase in conversion rate, a whopping 73% decrease in cost per conversion, and 74% more leads.
Now, this discount or offer may apply to all visitors, and that’s fine. The fun thing is that your visitor think it’s exclusive to them and their zip code.
You can even ask questions like these:
- How many employees do you have?
- What state are you in?
- How soon do you need help?
Step 2: Your landing page form asks more specifics like the quantity, type, or hours of service/mo needed.
Step 3: 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 they will most likely oblige since they’ve already gone this far.
Pretty simple, right?
5 Reasons To Use Multi Step Landing Pages
Here’s why multi step landing page designs can work better than their single step counterparts:
1) People Have Less Time
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’ goldfish. A goldfish!
Snapchat’s early popularity wasn’t just because you could send self-destructing selfies. It was because you could do so in a lot fewer taps and a lot quicker than through regular ol’ texting.
This makes sense, as their goals have 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 had to sit around and wait for an email or phone call.
[Tweet “More fields and steps can lead to higher landing page conversion rates. Here’s how.”]
2) People Want Answers, Fast
With more new distractions every year, 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 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 filling out a zip code field (for example) is a whole lot less threatening than filling out a single-step page that also requires their personal info.
No surprise that over 200 million US phone numbers are on the Do Not Call list.
3) People (Think They’ll) Get What They Want
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. They know that you can’t magically pull a proposal or “custom solution” out of thin air from just a 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.
4) You Get To Improve Conversion Rates On All Steps
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 its own conversion rate. You can split test each step and gradually improve your funnel so that more visitors reach the next step.
5) Leads From Multi Step Landing Pages Are Easier To Close
It can be easy to raise your conversion rates and hurt your lead quality 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.
How To Start Using Multi Step Landing Pages
So how do you dive in and get started with multi step landing pages?
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 users for their zip code, the quantity of what they need, or how soon they need help are great first steps for your multi step landing page funnel.
Remember that your first step is a micro-conversion that should be as unthreatening as possible. Its only job is to create momentum and get your visitor to click on the “continue” button. From there, they’ve opted in and are much more likely to finish the process and give you 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!