Posted by: Ryan Greene, Senior Interactive Designer

As interactive designers we all want to create that next big thing, and with the ever-changing Web, we are bombarded with new ideas daily. While most of us strive to put out the best work possible, many times we forget that what looks great to us and our colleagues is not always what’s best for our client application, and more importantly, for conversions.

When designing for conversions we are faced with many different challenges involving client expectations, branding standards, subpar resources and time constraints. In an ideal world we would conduct thorough focus group analysis, test and measure metrics and create the “ultimate” piece. In actuality, most of the time we must simply create with conversion in mind, cross our fingers and hope that best practices will create a productive lead generating website. read more »

Posted by: Sam Eidson, Partner

One of the tough things about lead generation registration is that it’s moving in two opposite directions.  On the one hand, as users get more experienced the amount of information they are willing to provide decreases. On the other, as marketing and sales hone their lead generation and closing practices they recognize the need for more information about a prospect. To prioritize leads and get to the right decision maker at the right time, Sales wants to know who they are, their role, their budget and where they are in the decision process.

The trend toward shorter registration forms is good for the user and good for registration form conversion rates. By reducing your form from a long, all-encompassing form to a quick contact info-only form, you can increase the conversion (people arriving at the form / completing the form) from an unfortunately typical 5% to at least 20%. That’s a 400% increase in conversions. The flip side is, you end up with a lot more unqualified leads, because you haven’t gathered enough information to determine whether the prospects are the right people to talk to, and whether they are ready to buy.

There’s no one answer to this problem, but there at least two approaches – and a straightforward way to figure out which one to pursue: read more »

Posted by: Kelly Hall, Project Manager

It’s a topic that comes up again and again when I’m working with clients to strategize online lead generation programs. Registrants are savvier than ever before. They’re also inundated with more advertising offers than ever.
 
What does that mean for a program? When it comes to registration forms on microsites and landing pages, we should only ask for the information we really need. Sure, we want it all, but what information is actually passed to Sales and acted upon?
 
When you first meet someone in person, say at a networking event, do you immediately barrage him with questions concerning all of the details of his job? Hopefully not. Instead, you get his contact information so that you can continue the conversation – continue to build a relationship – over time. So what happens when you present a user with a lengthy registration form on your web page? Honestly, I think it can vary. There are a few different scenarios: read more »

On May 2 our staff grabbed gardening gloves and headed to Denver’s Curtis Park neighborhood to spend a morning planting trees and making Denver more beautiful.

We volunteered with dozens of others for the “Green Street” program, organized by Rebuilding Together Metro Denver and sponsored by HGTV. It aims to beautify and revitalize urban communities while helping the environment through improved air quality. read more »