SPECIAL SERIES ==> Quick Tips for Forms That Convert! <== | BATHROOM Break #74 COLLAB: The Marketing Millennials + Do This, Not That

Daniel Murray: Welcome to a new special series called The Bathroom Break, that extra 10 Minutes, you either have to listen to marketing tips or use the bathroom or both, but I

Jay Schwedelson: don't recommend both, but that's your choice. This collab is gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay sch Wetson from the Do This Not That podcast@subjectline.com.

Jay Schwedelson: Each episode in this series, we are gonna go over quick tips about different marketing topics, and if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back from for the bathroom break. This is Jay sch Delson from Do This, not that podcast. I'm here with Daniel Murray, the marking Millennial, and right before recording Daniel goes, oh, I gotta tell you the funniest story.

Jay Schwedelson: I go, wait a minute, hit record. And so I have no idea what's about to come outta Daniel's mouth. So, uh, what, what, what's going on? Jay's like,

Daniel Murray: tell me some baby stories. But yesterday I was, I put the baby in the car, like the carrier on me for the first time ever. And I had a, I was like, I'm gonna do this for a call.

Daniel Murray: Uh, and one minute into the call, the baby just. Poops and the poops dripping down his leg everywhere, and he's never done this anymore. Explosion everywhere, dripping down his leg, everything. And I'm sitting in this meeting smelling his poops and then he, the minute he poops, he falls asleep on me. So I'm like sitting, I see.

Daniel Murray: Yellow and green just dripping down his, like all over my shirt. It's the worst experience of my life. Um, and I should, Ari comes and starts dying laughing in the call. This is like an important call. This is like with like, and I'm like, what? Come on baby. Your first time in your care. You're shitting all over me.

Daniel Murray: It's terrible. So we're talking about bathroom break. He took a bathroom break while I was on a call. That is amazing. Did you stop?

Jay Schwedelson: You're like, listen, I need to make, could they see it or you were just, you just, no, the baby

Daniel Murray: was here. It was fine. They, I'm like, here's the ba. They were like, I made it all cute, but I just felt him doing it.

Daniel Murray: And I'm like, and then the smell just keep kept coming, the whole meeting. It

Jay Schwedelson: was not fun. Oh my God, that sounds like a great day. Way to go. I, I want, there should be like a video of you after it happened. Call Eng. You're like, alright, get this

Daniel Murray: off of me. It was like that. And then also we show, Ari took a picture, like of all the, we had to get rid of his outfit.

Daniel Murray: It was so bad. We tried to wash it. It was so bad. It was not So he wasn't into that call basically? No. We had to do like a hospital sink bath. Wow. Where you just like hold him up and just like

Jay Schwedelson: splash water. It was that bad. That's amazing. Well, speaking of that bad, that's what this episode's gonna be. Um, listen, what we're talking about today, hard, hard turn, pivot here.

Jay Schwedelson: We're talking about forms and where you take people to and things you could be doing to convert on those forms. And I'll tell you why we're talking about that. From my own company, we've been, we just started testing something that is crushing, it has changed our conversion rates, which I don't know why.

Jay Schwedelson: Everyone's gonna be like, well, we've been doing that for years, but we never have. Which is, uh, a no scroll form. All of our forms, whether it's for our events or our clients, our agency clients, whatever. You take 'em to a page, there'll be a form there and you scroll down a little bit for more information.

Jay Schwedelson: Maybe there's a video, blah, blah, anything. We came up with this form that you can scroll, there's nothing, you're stuck on that one page and there's not a lot of fields. And our conversion rates went up by like 60% just by not having any ability to scroll. So, uh, coming outta that, I'm like, now I wanna retest everything I know about forms.

Jay Schwedelson: Um, so if you've never done a no scroll page, do it. Daniel, what do you, what is your go-to on forms?

Daniel Murray: My, my go-to is. The same principle as a, no scroll, but two step. I think you need to have the first field, just grab an email because you need to be able to remarket retarget. I think a lot of time what happens with forms is even if you have a form with four or five fields, people just stop and say, why am I giving this information?

Daniel Murray: But an email is easy to grab in the second field, just second form, just have a couple of fields to convert them. I, I think the. You need to get to the least amount of fields as possible, but the most amount of fields in the sense to get who your ICP is, especially for the B2B side of the business. Um, obviously e-commerce is different, but what I like to do, and I've seen work, tried and true, is always the two step form.

Daniel Murray: Or quiz forms or quiz forms.

Jay Schwedelson: Quiz forms are great. Yeah, I love those. Um, and in general, what happened is somebody clicked on something and they went to this page, whether it's for consumer product, business, nonprofit, doesn't matter, and now you're trying to close the deal. You have to get in their mindset.

Jay Schwedelson: And the number one thing you need to have on that page is social proof. Now you're like, oh yeah, we have a testimonial on there. It says, uh, you gotta, we love this product. It's amazing. That's garbage testimonial. So you wanna have a quantifiable testimonial. A quantifiable testimonial is. Uh, when I bought this, it saved me $27 a month and improved my life, or my team saved 12 hours a month because it's so productive.

Jay Schwedelson: You need something where the person can see themselves, and when you have a quantifiable testimonial, it'll increase your conversion rates by over 15% versus a regular testimonial. But what are other social proof elements? Daniel that you can have right there in the form that actually help get conversions.

Daniel Murray: I mean, obviously logos like that company. Um, so if it's, if you can, if you can get to a place where you understand if you have something in the background that anonymizes the visitors, you can get to a place that changes logos for who comes on your site. So if it's a small business show, small logos. If it's a medium business show, that's one way.

Daniel Murray: I also think that. A lot of people when they're looking at conversion, they don't look at the offer. I think, and, and this is the biggest thing that I've seen in conversion, is how you're formatting your offer. Because request a demo is not an offer. Um, like, like you need to have something that says like, save 20% today, or, um, and then also have it on the top.

Daniel Murray: Like if you fill out the form today, you need to have the offer front and center because. Nobody is going to just give you information for nothing in advance or fill out your form to get a, a like fast track to someone. Like you need to have something that is action based, not just saying, click here.

Jay Schwedelson: Yeah, a hundred percent. And also as it relates to kind of closing that deal, you may say to yourself, well, I don't have a bunch of client logos to put there, or whatever. But you do have logos. You have logos of people that you're partnered with. You could have put random awards that you have won. It doesn't matter if it's the most meaningless award, you need to put stuff on that page where.

Jay Schwedelson: The person's gonna feel more confident in the decision that they're making. And also that call to action button, that final button, uh, if it says submit, you should quit your job. You're doing a horrendous job. 'cause that's ridiculous. It needs to say, yes, I'm in. Yes, I order right now. Yes, send it my way.

Jay Schwedelson: That call to action button, that final button is your closing statement. And if you are actually not doing an AB test on the words on that button, you're leaving an incredibly important variable on the table.

Daniel Murray: Sometimes I like also like micro copy for like rein reassurance, like. Will never spam you, or this only will take 30 seconds to fill out.

Daniel Murray: Like give them a reassurance in the copy that this is gonna, how long it's gonna take. Or if you do a multi-step form or like a progress bars, uh, a very good thing. But one thing I also, two things that are not like really formulated but will help this conversion is make sure that. Like site speed is good because the last thing you want to do is have that load really slow.

Daniel Murray: So make sure that you're not overloading the, the site that makes it images load slow. Um, copy load slow because that can, um. That could really hurt, um, your conversion if you do that. And another thing I like to do, if you can, if you, the next level of, of forms is if you have any way to get autofill, um, capabilities of.

Daniel Murray: Because sometimes it's, it's just someone's second form fill. For example, if you have downloadables on your website or stuff like that, you want to be able to, the next time they come on the fill form, they only have to fill out one or two fields. You don't, you shouldn't be making people fill out things multiple times.

Daniel Murray: And if you have the, if you have a process where you're giving an email for a newsletter and the next time they come to the site. They, you, you, the email newsletter capture has two forms. The next one, you only give the extra three. You need to have ability to auto fill, um, form, form films when they come to your site.

Daniel Murray: Again,

Jay Schwedelson: dude, on, on subject line.com, we get, we, the number one complaint that we get is, um, people saying, I already filled this out. What I have to fill it out against. 'cause a lot of people have their cookies turned off or whatever and they don't even realize it and all this, whatever. And so, um, sometimes.

Jay Schwedelson: We can't autofill, which is the most annoying thing I wanna autofill for everyone. 'cause I agree with you. It is the tactic to do so. Everybody out there, if you're angry at me, it's not my fault. Um, so let me ask you a question going back to, uh, the baby Bjorn, I think that's what it's called. That kinda like s So you're talking about the thing that's like when you hold your baby, are you talking about the thing that looks like you're like a hippie and it's like a sack?

Jay Schwedelson: Or are you talking about the thing that looks like you're about to parachute and your kid's in the parachute? Parachute, like about a

Daniel Murray: parachute. Um, the problem

Jay Schwedelson: with that thing that always scared me with my kids. And I don't know if you've used it since you had the, um, ex the crap explosion, but like I never felt confident in the contraption.

Jay Schwedelson: So like I would walk around and still hold my kid because I was like, I could see, but from what the stories you told me how

Daniel Murray: you were very paranoid. I was at the, I think that, and also when you probably did that, it probably was gonna, why do you put it together properly? Um, because probably pro, but I do, I do, I think for the first, like five times, like I, this is the first time I had him in there for like, hands free.

Daniel Murray: Right? Right. But like the first five times I'm like, am I suffocating the kid? Is these legs okay? Am I gonna break his hips? Like, you know, you go through these like checklists and you have like, and then I'm looking at. Is it squeezing him too hard? Is he gonna overheat and I'm freaking out and he's just chilling, sleeping, and I'm freaking out as a parent.

Daniel Murray: Yes. It's not, uh, it's, that's, that's the issue is like, there's so many variables that you don't know and, um, I, I'm so

Jay Schwedelson: envious of whenever I see people that are like parenting their kid and they're so chill, I'm like. I, I, I wanna be that chill. I am not that chill with anything in my life. Not even like watching tv.

Jay Schwedelson: I, I, I can't chill out. I need to work, feel I need to meditate.

Daniel Murray: People say that's usually like the parent that has two kids with three kids. They're always like the chill, like they look, they're like, ah, I've done this before. Uh, I don't, I don't know about you, but you, you had them, you're your kids back to back.

Daniel Murray: So. Uh,

Jay Schwedelson: yeah. No, I, I, I, I Kids now, when like little kids come over to my house, somebody's like, friends when they're come, it stresses me out. I can't handle it. I'm like, they're gonna bang into something. It's gonna be my fault. I can't, I can't handle it. It stresses me out.

Daniel Murray: Yeah. Ari's um, dad has a, a, a fence around his pool because he lives near an elementary school.

Daniel Murray: I did that, but, but he lives, he doesn't have any kids and he house, so he has offensive because he's scared. He's a lawyer. He's scared that a kid's gonna wander in his backyard and fall into the pool. So he has a fancy space, so it gives level. The one kid that falls into these like comes hops, the fence comes into his backyard and falls into the pool.

Daniel Murray: So that's the reason he has it. He has no kid, no kids come to his house at

Jay Schwedelson: all. That's amazing. Wow. Yeah.

Daniel Murray: Yeah.

Jay Schwedelson: Very nervous. Um, well this has been another amazing episode of the bathroom break. And listen, we had the ultimate, Daniel had the bathroom break on him this week, so we'll have to see what happens next week.

Jay Schwedelson: Oh, wait, wait,

Daniel Murray: wait. We next, we also should tell that you actually had a bathroom break on you this last week too. Oh

Jay Schwedelson: yeah. Yeah. Bird crapped on me. That was not great. That was not ideal. But you know what's so funny? I put that in my newsletter. That bird went to the bathroom on me and I've got, I got inundated like with That's good luck.

Jay Schwedelson: And I'm like, like I don't, I dunno what to do with that information. It doesn't feel like good luck in the moment, but Great. You know I'm rolling in bird crap, but Amazing. Well, this is the bathroom break and we've had multiple bathroom breaks on us this week, so. Alright, go follow Daniels. Show the marketing millennials or do this, not that.

Jay Schwedelson: And we'll catch you at the next one. Daniel, come on man. I gotta get back to work. Get out of there. Alright, while he's still in there, this is Jay. Check out my podcast. Do this, not that for marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try.

Jay Schwedelson: Oh, here's Daniel. He's finally out.

Daniel Murray: Back from my bathroom break. This is Daniel. Go follow the Marking Millennials podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out, and it could be anything from email subject line to any marking tips in the world.

Daniel Murray: We'll talk about it. Just give us a, a shout on LinkedIn and tell us what you want to hear. Peace out later.