Happy New Year!
I’ve written before about the dangers of asking too much of your site visitors before you have established a meaningful, value-based relationship with them.
Now Lisa Margetis at Singlehop has reminded me of the importance of keeping any “asks” you must make of your customers as simple and pain-free as possible.
In her curiously titled “Contact Forms for the Minja” (which stands for Marketing Ninja, apparently!) infographic, Lisa illustrates how response levels and conversions fall as the number of fields in an online form increase. Using data from Dan Zarella, we can see that the optimal number of fields in a form is around 3 to 5:
And from Marketing Sherpa we also know which fields are most valuable to most marketers:
In summary, as Lisa rightly points out:
It’s all about finding the right friction
Too much friction (e.g. too many fields or hoops to jump through on your site) and people will refuse to fill out your online form. Too little friction and the data you collect are unlikely to yield sufficient insights to allow intelligent segmentation and targeted content marketing in future.
As Lisa’s infographic shows, there are many examples that prove, and sometimes disprove, the theoretical principles. But the simplest rule I think any marketer should follow is:
Only collect data that you actively plan to use.
In my experience, that’s by far the easiest way to ensure that all forms present the minimal amount of friction to your online customers and prospects.
Now go forth, learned Minja, and create beautiful, friction-free forms!
Webinar presenters will find a host of fascinating data points in BrightTALK’s DataLeaks 2013 presentation. Did you know for instance?:
On average, 90% of the audience has shown up 15% of the way into each webinar. So, if you’ve something interesting to say, best save it until you’re about 20% (one fifth) of the way into your webinar!
The average webinar duration on BrightTALK is 41.8 minutes, while videos run for just 20.7 minutes on average.
Webinars about human resources attract the largest audiences, financial services the smallest. Who knew?:
Webinar viewing is still predominantly a desktop or laptop-based experience. Less than 5% of viewings come from tablets or other mobile devices.
The average ‘no show’ rate—that’s the percentage of people who pre-register but then never show up to view the content either live or on-demand—is about 32%, up from just 15% in 2008
Around 40% of people watch a webinar or on-demand video from start to finish. The rest arrive late or leave early.
Great stats to bear in mind while planning your next webinar. See the full data presentation at https://www.brighttalk.com/webcast/1166/64245.