Orphan Forms: Marketing 101 change drives 32% increase in form completions
Marketers are poor parents.
Walking recently by a sea turtle nest here on Jacksonville Beach, I was thinking about how sea turtles abandon their young after laying their eggs.
Harsh, yes, but as marketers, are we really any better?
We create landing pages, triggered emails and lead forms, and then … eventually forget about them.
Sure, we have good excuses. We’re busy. With the turnover in most marketing departments, we might not have even been around when some of these orphans were created. Additionally, unlike a reflective process — such as a continual media placement where we get a bill and must make a choice — keeping an old page live is essentially an automatic choice with no additional cost.
And, before I get on a soapbox, we have our share of orphans at MECLABS as well (which Pamela Markey, Director of Marketing and Brand Strategy, MECLABS, lovingly refers to as “land mines”). After all, our sites are more than 10 years old.
But, I want to tell you a quick story about the results we received by showing some love to one of our orphan forms. My goal is to inspire you to conduct a basic site audit to find what pages, forms and automated messages you’re overlooking.
