Case Study: Collecting Phone vs. Email in Onboarding Quiz

One of the things we'll help clients with is fine tuning their onboarding experience, including where & when to embed sales outreach, and how this best fits alongside the digital experience.

The results I find most interesting with these sorts of funnel tests are the one's that are slightly counterintuitive – e.g. cases where artificial page loads, or longer forms, actually improve conversion.

In that vein, sharing our most recent results of helping a client experiment with the best way to end their existing qualification form. We tested changing the signup page to phone + email (both required) instead of just email.

The new treatment:

This way, in addition to existing re-marketing emails, we're able to reach out individually to customers via phone and sms, answering questions and taking them through the purchase process.

Results

Form completion decreases 20% (from visitors who balk at providing phone), but is more than made up for with a nearly 50% increase in conversion after that point. Overall conversion was up 18%, which when you're talking about a product with LTV's north of a few hundred dollars, quickly adds up to a six figure opportunity.

The key here is that it was a complicated/novel consumer product, with a relatively low baseline CVR (<5%). Individual outreach can then have a substantial impact, and be more than paid for with the valuable customers brought in.

Next up, we're working on closing that completion rate gap with experiences that make it easier to skip phone number, while preserving the conversion gains from individual outreach to drive an even bigger win.

Results to come...but until then, if you'd like to try something like this out for your business, email me at cody@closeable.co and we'll show you how.