Projected decrease in form fills from additional opt in requirements

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LHinrichsen
Member | Partner

Curious if anyone has seen or experience a benchmark that speaks to a projected/average % decrease in form submissions that correlates to additional layers of opt-in. I have a client whose legal team wants to add in multiple additional opt ins. What they are requesting seems to exceed what is requited by CAN-SPAM, etc. We're trying to find some data to share to help the client combat the request by being able to share a projection on what a decrease in form fills might be. 

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GeorgeThomas
Solution
Guide | Diamond Partner

@LHinrichsen,

 

I feel like more information on this might help. I'm not 1005 sure what you mean by ... " in form submissions that correlates to additional layers of opt-in".

Are we talking about multiple forms or more fields in the forms they are using? With that said, here are some resources I like to leverage during similar conversations.

 

40+ Conversion Rate Optimization Stats Show What You’ve Been Missing

Conversion Rate Optimization Guide 2021

Here’s When to Worry About Your Form Conversion Rates

 

I'm all ears if you want to provide more specifics on this topic.


Did this post help solve your problem? If so, please mark it as a solution.


George B. Thomas

Inbound Evangelist

LearningOps | Impulse Creative

Trainer, Speaker, Catalyst

239-244-8812
george@impulsecreative.com
https://impulsecreative.com

View solution in original post

karstenkoehler
Solution
Most Valuable Member

Hi @LHinrichsen,

 

It's hard to get representative data on this, submission, open and click rates vary a lot in different industries and in different phases of the buyer's journey.

 

In the HubSpot portals that I've managed in the past and that I'm managing right now, there wasn't a noticeable decrease in form submissions when forms were updated with longer consent and data privacy texts. In general, you want to keep these texts as concise and as easy to understand as possible but this won't chop off much of your conversion rate. If anything, these might convey that you're doing serious business and that you care about being compliant and respectful of personal data.

 

The confirmation email that is sent after the form submission however has a big impact. The best performing confirmation / double opt-in emails I've seen had an open rate of ~75% and a click rate (clicks/delivered) of ~66%. In other words, if you're doing an amazing job of optimizing the copy and look and feel of this email, you'll still lose out on 1/3 of the contacts. Of course, these metrics can be much worse.

 

I always tell myself that these are likely the contacts that wouldn't have converted into customers at somepoint anyway. I guess we'll never know.

 

Hope this helps!

Karsten Köhler
Freelance Digital Marketing Advisor

Beratungstermin mit Karsten vereinbaren


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2 Replies 2
GeorgeThomas
Solution
Guide | Diamond Partner

@LHinrichsen,

 

I feel like more information on this might help. I'm not 1005 sure what you mean by ... " in form submissions that correlates to additional layers of opt-in".

Are we talking about multiple forms or more fields in the forms they are using? With that said, here are some resources I like to leverage during similar conversations.

 

40+ Conversion Rate Optimization Stats Show What You’ve Been Missing

Conversion Rate Optimization Guide 2021

Here’s When to Worry About Your Form Conversion Rates

 

I'm all ears if you want to provide more specifics on this topic.


Did this post help solve your problem? If so, please mark it as a solution.


George B. Thomas

Inbound Evangelist

LearningOps | Impulse Creative

Trainer, Speaker, Catalyst

239-244-8812
george@impulsecreative.com
https://impulsecreative.com

View solution in original post

karstenkoehler
Solution
Most Valuable Member

Hi @LHinrichsen,

 

It's hard to get representative data on this, submission, open and click rates vary a lot in different industries and in different phases of the buyer's journey.

 

In the HubSpot portals that I've managed in the past and that I'm managing right now, there wasn't a noticeable decrease in form submissions when forms were updated with longer consent and data privacy texts. In general, you want to keep these texts as concise and as easy to understand as possible but this won't chop off much of your conversion rate. If anything, these might convey that you're doing serious business and that you care about being compliant and respectful of personal data.

 

The confirmation email that is sent after the form submission however has a big impact. The best performing confirmation / double opt-in emails I've seen had an open rate of ~75% and a click rate (clicks/delivered) of ~66%. In other words, if you're doing an amazing job of optimizing the copy and look and feel of this email, you'll still lose out on 1/3 of the contacts. Of course, these metrics can be much worse.

 

I always tell myself that these are likely the contacts that wouldn't have converted into customers at somepoint anyway. I guess we'll never know.

 

Hope this helps!

Karsten Köhler
Freelance Digital Marketing Advisor

Beratungstermin mit Karsten vereinbaren


Did my post help answer your query? Help the community by marking it as a solution.

View solution in original post