Okay, so maybe it’s a stretch calling this information secret when it was presented on HubSpot’s and HootSuite’s “The Science of Inbound Marketing” webinar this afternoon. I mean after all, this is the webinar that was trying to break the Guiness World Record for World’s Largest Webinar.

But unlike most HubSpot webinar’s this one wasn’t recorded. So if you missed it, you can’t go back and digest all the data goodness at your leisure (and there was a lot of data).

However, I managed to snag a few of the slides through a back channel contact and thought I’d share some that I found interesting regarding lead generation and landing page optimization.

What Types of Offers are Most Appealing?

Lead Generation Offers

As you can see from the data, most of the offers that one typically finds on a landing page hold the same relative value in the mind of the website visitor. So choosing “what” to offer is less important than “making” an offer. However, it’s interesting to note that “Demo/Consultation” is the offer with the lowest perceived value when that’s the only one that involves any real interaction and communication with a person.

My guess is that most people (at least earlier in the decision-making process) equate “consultation” with “sales presentation”. They might prefer to avoid it and the sense of comittment that it entails.

How Many Form Fields are Too Many?

Form Field Data

I get this question all the time and was so glad to see someone address it with actual data instead of anecdotal evidence. From the data collected, it looks like three form fields is the sweet spot from a conversion rate perspective. But more important to note, is that the conversion rate “penalty” seems to mostly level off after six fields. So if you absolutely must have a few more fields in your web form, don’t sweat it.

Bonus tip: Use drop down fields and radio buttons on longer forms for better conversion. The less people have to type, the more likely they are to complete the form.

What Should My Button Say?

Button Text Data

The takeaway here is twofold. First, always be specific about what you want your website visitors to do. The plain, but specific “Click Here” increased conversions more than 10% when compared to the more generic “Submit”. That’s a huge increase!

Second, different words can resonate in unintended ways with your users. “Download” seems harmless enough, but what if your user doesn’t consider themselves tech savvy. Or what if they’re scared of downloading something from a website because they’ve been warned about computer viruses.

Avoid creating FUD (Fear, Uncertainty, and Doubt) in the mind of your website visitors and you’ll be rewarded with their trust and their clicks!