Our team frequently builds client-branded landing pages that live within Spiceworks so that IT pros can interact with the client without ever leaving the community. One common type of landing page is a gated piece of content with a form fill designed to generate leads. These are often incentivised with a giveaway or contest to drive engagement.
This page for HPE presented a unique challenge in that it would be promoting eight different pieces of content in a bundle, which they called the Hybrid IT Toolkit. While writing the copy I tweaked the title to The Essential Hybrid IT Toolkit to convey how comprehensive and carefully curated these resources are.
In the first month the page was live it produced over 150 leads which performed well when contacted. However, the page was still seeing a high bounce rate, so the Account Manager asked if I had any suggestions to optimize the page. Originally, the form also had fields for Street Address, City, State, and Country. I asked if we could remove them to lower the barrier of entry and the client agreed (requesting that we keep Zip Code). I also added the call to action in the header which jumps the page down to the form since it is below the fold. These changes have been implemented for a week and we've received around 75 more form fills, a 100% increase compared to previous weeks.