Doubling White Paper Registrations, Study

By Michael Stelzner

Want to improve your white paper registrations?

Ask for less.

Recently MarketingSherpa ran a case study on how National Instruments was able to improve registration form completion by 37 percent.

The main change: Reduce the number of form questions:

“We had this huge form that was asking for every little bit of information possible,” Kristi Hobbs, eCRM Group Manager says.

Some of the questions asked on the bad form included:

  • Describe your type of work
  • Types of measurement
  • Annual budget for testing and measuring

Hobbs had her team design one easy to use form and the results have been excellent.

Are you asking too much??

What are some good and bad questions you have seen or used?


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  • Ed Kohler

    That’s a great point. People don’t see to realize how much of a burden long forms can be for people. And leaving fields as optional doesn’t really help. People feel obligated to fill things out.

  • Michael Stelzner

    Hey Ed – Good point about optional questions. – Mike

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