I was working the other day on a Search Engine Marketing (SEM) project with an Insurance Agency to help them get more leads from the Insurance Quote Forms on their website. And that project reminded me to tell my blog readers that when you're looking at the Info Elasticity of Website Prospect Contact Forms- Less is definitely More!
I recently wrote an article about Info Elasticty on the Full Partner blog. Here are some of the highlights:
What is Info Elasticity? As a "closet economist" I've coined the term "Info Elasticity" to describe the inverse relationship between the Prospect Response Rates that result from asking for too much information on our Website Contact Forms.
What is the objective of your Website Contact Form? From my experience, the objective of a Contact Us Form should be to get the Website Visitor to simply "raise their hands" and say they are interested in knowing more about your products or services. After all, isn't that half the battle--getting the prospects to identify themselves?
Can LESS be MORE? Yes, from my Internet marketing experience, "Info Elasticity" means: The more information we ask for; the lower our response rate. I have seen many cases where asking for too much information significantly reduced the response rate and conversely asking for less information actually increased the Contact Form response rate. For example: At my suggestion, one of my Client's reduced the information that they were asking for on their Contact Form by 66%, to just the basics, and their monthly Prospect Form Response Rate when up 400%. That's a very significant 6.0 Info Elasticity ratio...
So, with my Insurance Agency Client we're going to give their website visitors the option to simply "raise their hands" and indicate they're interested in knowing more by asking for only the basics, rather than requiring them to fill out a page long Rate Quote Form filled with facts and statistics. My experience tells me their Prospect Form Response Rate will go up... What do you think?
Please read my whole Full Partner Info Elasticity blog at:
Dave Westfall is a Internet Marketing Consultant and Business Coach who provides solid advice and proven solutions that work to help you grow your small business. Dave was recently quoted in this Wall Street Journal New and Improved Small Business Turnaround Article.
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All the best,
Dave Westfall, MBA
DewPointe Ventures LLC