Optimize Your Lead Generation Forms In No Time: 3 Key Lessons From 3 Case Studies

Post written by Alice Jackson
On Wednesday, April 12th, 2017

The styling of the lead generation form is more important than you might imagine.

Whether you manage an e-commerce portal, run a SAAS service, or have a brick and mortar business, you’ll want to have a lead generation form that makes it easy for you to persuade your prospects into willingly provide their personal information.

You would agree that this will be possible only when your visitors can spot and complete the form as quickly and painlessly as possible, right? After all, your lead form is the first gateway that your customers get through to complete their journey into your conversion funnel. Obviously, these forms can make or break your conversion efforts.

You will be surprised to know that lead form optimization helped Expedia gain $12 million profit.

Let’s face it: no one wants to fill out those long forms with a million questions. Well, not unless you make your forms fast and fun to fill out. Vast.com was able to increase the conversion rate by 25%-40% by only making its shape more fun to fill!


All you need to do is spare out a few minutes of your time and check out this post for 3 lead generation form case studies that will help you understand how to best optimize your lead forms for maximum conversion.

1) Form Placement – Above or below the fold?

  • Above the Fold – Tom’s Planner Case Study

Online project planning software Tom’s Planner improved its conversions by adding a sign-up form on the home page, above the fold.

The sample size for this A/B test was about 3, 000 visitors.

The Original Homepage: The original homepage of the site had two CTA buttons above the fold. One for sign up and the other to watch a demo of the software.


Tom’s Planner tested the homepage by placing the signup form above the fold, and the result was that the new version of the page improved the conversion rate by 43.85%.

The test showed that having the sign-up form above the fold could compel more and more people to fill it as it is right in front of their eyes.
Have a look at the new homepage of Tom’s Planner:Tom's Planner

  • Below the Fold – FloridaTix Case Study

In this case, Florida Tix increased its form submissions by 20% by placing its lead form below the fold. It is surprising but true. Check out how they shifted their form.FloridaTix

Key Takeaway: The placement of the form does not matter if the content you have on your site is unique and attractive enough to keep the site visitors engaged.

According to a study by KISSmetrics, if your prospects are ready to convert, they will convert, irrespective of whether your lead form is placed above the fold or below the fold.

2) Call To Action (CTA) Button – FriendBuy Case Study

Friendbuy quadrupled the number of visitors engaging with their products by simplifying the call-to-action. It tested two variants of different CTA buttons on its signup page that increased its CTR by 211%.

The original banner that Friendbuy ran on its homepage is as follows:Friendbuy

However, what was noticed was that only 1.44% of visitors clicked on the demo button on the homepage. This is when they realised the need to make a change in the CTA.

To bring more visitors to demo Friendbuy’s referral widget, the company replaced the original banner with a 50/50 rotation of two new versions.

Variant 1 Button: “Test it out.


Variant 2 Button: “See demo.”


Baseline (original) CTR: 1.44%
Variant 1 CTR: 2.47% (71% improvement over baseline)
Variant 2 CTR: 4.49% (82% improvement over variant 1, and 211% improvement over baseline)

Key Takeaway: A CTA (variant 2) giving clear direction to the consumers increased engagement on the homepage. The word demo is a well-defined term that can be understood by everyone. Therefore, use simple terms in your CTA. Don’t make it vague. Also, make sure that you place your company logo at a prominent place on your page so that readers remember it the next time they come across it.

3) Vertical vs. Horizontal Form Layout – Arenaturist.com Case Study

This case study will let you know what kind of form layout will better your conversions.

Arenaturist.com changed its form layout from a horizontal to a vertical one and increased its conversion rate by 52%.

Have a look at the original form with a horizontal layout:horizontal

The new vertical layout, however, gave the homepage a different look. Check it out!horizontal1

Key Takeaway: The vertical layout seems to be more appealing to consumers, and therefore Arenaturist.com was able to increase its conversions by 52%. In this case, vertical converted better than horizontal. You could also try different form layouts on others pages such as your website link page.


I hope these case studies helped show the importance of putting in time an attention towards designing your calls to action and determining the best place for your content to orient them. Remember, if you are using a WordPress site and Inbound Now tools then you’ll be provided with ab testing through the Calls to Action plugin.

About the Author:
Alice Jackson is a blogger and Digital Marketing Consultant at a crowdsourcing company, Designhill. She is a social media enthusiast, online market analyst, amateur designer and an avid author. She has written on several topics including social media marketing, content marketing, designing trends, startup strategies, and e-commerce. When not writing, she loves spending her time reading romantic novels.

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