From 4.95% to 19% conversion rate through empathy
Our team identified an opportunity to improve lead conversion by optimizing our existing form experience. The traditional Unbounce landing page had a conversion rate of 4.5%, which was significantly lower than desired. In response, we introduced a Multi-Step Form (MST) to create a smoother user experience and increase engagement.
To increase conversion rate and start a relationship between the brand and the user.
The problem
Redesign the traditional form into a conversational multi-step immersive experience.
The goal
The existing lead generation form was underperforming, with a conversion rate of approximately 4.5% on traditional Unbounce landing pages.
The solution
Objectives
Increase conversion rates by reducing friction in the form submission process.
Minimize user drop-off by reordering and optimizing questions.
Improve the quality of collected data while maintaining a user-friendly experience.
A pleasant journey: it's not just a data collection, it's the beginning of a relationship.
Process &
Key Findings
-
The initial version of the MST was designed based on the structure of our old form.
This approach allowed us to quickly test and compare performance against the previous form.
Result: MST achieved a 19% conversion rate, significantly outperforming the Unbounce page.
-
Hotjar session recordings showed that users spent less than 5 minutes completing the form.
Drop-off rates were analyzed to identify friction points in the flow.
-
We tested multiple form variations to refine the experience:
Natural Language Approach: Simplified and humanized the form questions to create a conversational tone.
Quick Trigger Approach: Rearranged the order of questions to engage users faster while deferring commitment-heavy fields (e.g., contact information).
Granular Questions: Implemented branching logic to personalize the experience based on case types.
Smart Flow: Designed an adaptive experience providing real-time feedback and guidance based on user responses.
Results & Impact
Conversion Rate Increase
he Multi-Step Form (MST) significantly outperformed the traditional Unbounce form, increasing conversion rates from 4.5% to 19%—a 4x improvement. The structured, step-by-step approach reduced friction and encouraged more users to complete the process.
Faster Submission Time
Users completed the form in under five minutes on average, making the experience more efficient. The Quick Trigger flow played a key role by strategically reordering questions, and engaging users early without overwhelming them.
Reduced Drop-off
Behavioral analytics from Hotjar helped identify and address key friction points that previously led to abandonment. The Natural Language flow (which humanized the form language) and the Smart Flow (which provided real-time feedback about case eligibility) created a more intuitive experience, keeping users engaged until completion.