FloorPop Form Conversion Formula

I have been working the past week on completing the January 2006 issue of FloorPop.  Click on this link to subscribe to FloorPop: http://lb.bcentral.com/ex/manage/subscriberprefs.aspx?customerid=31923 

The January 2006 issue is all about improving online registration form completion rates.  Toward this end, I offer a formula I use as a tool for my clients when designing and improving online direct response forms.  I call it the FloorPop Form Conversion Formula.  It is:
Expected Conversion = Value of Call Action + Imbedded Value – Effort to Complete – Fear

Here’s how it works.  First, we brainstorm with your team over each of the variables above to come up with an initial form that we believe has a great call to action, is loaded with imbedded value, is easy to complete, and is designed to reduce online shopper fear.  Context is everything and no one best practice form exists.  So, each form is different for each client.  Next, we measure the baseline Online Form Conversion Rate using:

Visitor to Registration page / Visitors Completing Form = Online Form Conversion Rate

Next, we come up with a prioritized list of change recommendations.  Finally, we re-measure the Online Form Conversion Rate following making each prioritized change.  The goal is order of magnitude improvements.  That’s it.  It may be a simple online direct marketing principle, but we see it creating tremendous results.

 

Please let me know what you think.