• Samantha Wanner

    Great Post Chris! The Consumer Federation of America reveals that consumers often make a financial decision based on the quantity and quality of information provided.

  • Chris_LaRoche

    Thanks! And very interesting read, Samantha. That study was published in 2012 — I wonder if the sentiment has changed at all, particularly in regard to getting information from internet sources.

  • Richard Fergie

    One mechanism through which extra information could cause a lower conversion rate it if the extra information excludes poor prospects.

    For example if the information provided on the landing page helps a visitor realise “this service is not for me” then they will not convert. Without the information they would fill in the lead generation form and then not turn into a sale further down the line.

    Kind of like how using qualifiers in ad text can lead to a lower CTR but a higher conversion rate on the site.

    Was it possible to compare the quality of lead from the two landing pages?

  • benjihyam

    What was the quality difference between the two? Higher conversions doesn’t always mean better leads.

  • Chris_LaRoche

    Thanks for reading, Richard. Unfortunately comparing quality of leads wasn’t possible with how the tracking system is set up, but that was something that had occurred to me in looking at the results.

  • Chris_LaRoche

    Hi Benjihyam — You’re spot on that quantity isn’t always quality either. Unfortunately, that is a missing piece of this puzzle.

  • Richard Fergie

    If the client can’t track or won’t give you the data on lead quality then all you can do is maximise the number of leads. Sounds like you’ve done a great job with what you have!