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Ben, you are correct in saying "forms like this reduce conversion". In a form like this, we have a high expectation that the user is going to give us both email and phone number. That alone reduces conversion dramatically. Let me throw an idea out there.. What if the website built a funnel for the user and over time collect their information instead of asking for everything all at once? In other words, Ask for a first name here and then later on ask for a phone number. You would have to do it in a way to where its almost not noticeable that your trying to pressure them. This logic also allows us to track conversion, customize their experience to them personally and have a higher conversion rate.


*p.s im currently working on improving dealer mobile websites and will have a fix for lead conversion in the first release.