John Tackett

Lead Capture: How undermining value impacts conversion

July 21st, 2014

Originally published on B2B LeadBlog

Less is not always necessarily more when it comes to a lead capture process.

I say this in light of best practices that often argue otherwise.

In this B2B Lead Roundtable Blog post, we’ll examine a recent experiment in which the MECLABS research team explored how undermining the value you offer prospects can potentially impact your conversion.

Before we jump in, however, here are some of the notes on the testing to add some context and perspective on the experiment.

Background: An addiction and mental health rehabilitation facility.

Goal: To increase the total number of leads captured.

Primary Research Question: Which page will obtain the most form submissions?

Approach: A/B multifactor split

Version A



Version A of the lead capture page featured a long-copy format with information on the treatment facilities and a call-to-action located below the fold at the bottom of the page.

Version B



Version B was a much shorter page with a rotating banner and the call-to-action moved above the fold.




In this case, the shorter length of the page made it more difficult for the right customers to gain the information they needed.

By decreasing the length, conversions also decreased 69%.

I like this experiment because it illustrates the need for testing best practices to optimize for your audience.

Prospects are seeking not just the right amount of information, but rather, the right degree of value within that information to help them make a decision.

Also, if you’re interested in learning more about how to avoid undermining conversion with your prospects, check out the “Radio Buttons vs. Dropdowns” Web clinic replay.

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