Sara Davidson says, “When most people talk about getting quality lead information from forms, they usually talk about one tactic: changing the length of the form. The longer the form, the better quality the leads will be … right?

Truthfully, it’s not always that simple. For most businesses, changing the form length is a greatway to get started with increasing lead quality — but at a certain point, you’re going to need to experiment with other form conversion optimization tactics to get better information about the people filling the form out.

At HubSpot, we’ve had a long lead generation form on our website for a while, but it wasn’t quite getting us the best results we needed to effciently rotate the right leads to Sales. Below is what we tested to help improve the quality of our form submission data — all without adding a single form field”.

How an A/B Test of Landing Page Form Copy Improved Lead Quality

HubSpot

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