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Written by:
Nick Rizzo
Payman Taei, Founder of Visme & Nick Rizzo, Data-Driven Content Marketing Expert
Software as a Service (SaaS)
Using Visme’s organic traffic to test a first-of-its-kind innovative form builder against traditional forms.
Interactive Form Builder
Trusted by leading brands
Driving more leads is top-of-mind for nearly every marketer and content creator out there, and for good reason. The forms on your website, and especially on your lead magnets, are the entry point for collecting leads, and keeping your audience engaged in your form can be tricky.
Previously we showcased how Visme Forms can enhance form performance of a site-wide newsletter signup form to a broad audience: increasing engagement, conversions, and reducing cost per acquisition.
In this case study, we wanted to demonstrate how Visme Forms can increase lead generation on a more targeted traffic segment, promoting relevant lead magnets to a specific audience of nearly 500k organic users.
We specifically tested how Visme’s visual forms with interactive, fully-customizable 3D animated characters performed against traditional static forms.
The forms were tested against each by promoting our Visual Guide to Creating Presentations eBook to organic traffic on our Presentation Apps and Sales Pitch Presentations Template blog articles.
The Results: Visme Forms with interactive animated characters outperformed both traditional static forms in a split test to 475,446 organic visitors.
Adding Visme Forms interactive animated characters to our lead magnet forms resulted in:
We also found that improving form design with intentional backgrounds and an image of the lead magnet piece:
Visme’s design suite enables you to create assets you need for your lead generation campaigns from start to finish. Here is how to do it in a few simple steps:
Visme Forms is only available on a limited basis for our early access users. Be one of the first to put it to the test and to start generating more leads from the targeted traffic you already have - just like we have in this case study!
That’s it! Just grab the embed code and add your forms or pop-ups anywhere on your website, landing pages, email, and more.
For us, we tested promoting our presentation ebook, to the organic traffic on two relevant presentation blog articles with a pop-up forms.
We split tested how three of our new animated forms performed against two different traditional static forms: one version with a graphic of the ebook’s cover included and one version that was text-only.
See Visme’s Animated form from our test in action in the video below.
Forms with Visme’s animated characters increased form conversions in comparison to traditional form variations, converting up to 40% higher across our split tests.
With this increase in conversion rate, we drove 280 more high-value leads from targeted traffic to our presentation ebook lead funnel.
The data shows that improved form design drives more conversions.
Specifically, animated forms converted 29% more leads than the traditional text form on average, with each page showing a:
These patent-pending animated form features converted 16% more leads than the well-designed form with an ebook image, with:
Although animated forms outperformed the traditional form with a well-designed image of your lead magnet, that doesn’t mean designing these assets doesn’t pay off.
In fact, the form with the ebook image converted up to 23% more visitors than the text-only form, with an average increase of 11% across both tests.
Reducing your CPA allows you to maximize your budget and collect more leads without spending more. We found that animated characters on forms lead to a reduction in CPA by 25% compared to traditional forms with text only.
In comparison to the text-only form, Visme’s animated forms decreased CPAs by 23% overall, with the results ranging from:
These animated forms still significantly outperformed the well-designed form with the ebook image in CPAs - reducing CPAs by 14% overall with a:
Form design is clearly still highly valuable though.
Creating a well-designed ebook image for our form dropped CPAs up to 19%, with a 10% average reduction, in comparison to a text-only version of the form.
Getting your audience to start the form is half the battle, and we found that adding animation to your forms increases form starts by up to 34%.
When comparing to a traditional form with text only, we saw 25% more forms started on animated forms ranging from a:
Even when a form was designed well and showed imagery of the content piece being offered, the animated characters still showed increases in form starts, up to 20%.
We often see users engage with a form, but abandon it before they actually submit. We found that adding animated characters reduced the form abandonment rate by up to 10%.
These interactive animated forms decreased exit rates by up to 10% against both the traditional static text form and e-book image variations. With the results on each page showing a:
Despite the design, the e-book variation didn’t outperform the text-only variation. With this data, we see that Visme Forms’ unique design features have an unique ability to retain potential leads throughout the process.
The ability to collect valuable feedback from more of your audience can help move your audience forward. We wanted to see if improving the form design and adding animation could increase the number of people willing to complete NPS questions after submitting the initial form.
When testing against the traditional form with text only, there was a:
When comparing the animated form to the traditional form with the content image, the decrease in form abandonment was 8% overall.
Visme’s animated forms significantly outperformed traditional forms in 2 split tests, across 2 different content pieces. Using animated characters on forms resulted in the following:
Carrying quality design through to your form, and the use of animated characters on forms consistently improved form performance, from all angles.
Visme conducted two split tests, comparing the performance of traditional forms, animated forms, and traditional forms with improved design. The split tests were conducted to 666,244 visitors. Each split test was conducted on two different ebook landing pages. Protections were put in place only to count unique attempts - each unique visitor to the split-tested pages could only participate in the test once.
Design visual brand experiences for your business whether you are a seasoned designer or a total novice.
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