Overview
Planar Control Room is one business unit of worldwide company, Planar Systems; a worldwide leader in flat panel LCD and plasma display solutions. Planar’s Control Room products target companies needing to communicate and operate more effectively. Planar Control Room serves a variety of broadcast, security, and utilities companies, and began running PPC advertising to generate additional leads.
Objective
Generate additional qualified leads (requests) for project quotes online for Planar Control Room to then follow up with offline.
Challenge
Planar began driving a significant increase in visitors to the site and the form, but were not generating as many leads as they would have liked. A certain number of form fields were required to automatically fill Planar’s internal customer relationship software, so major reductions to the form were not necessary.
Strategy
Anvil and Planar worked together to determine what form fields were required and gave Planar information to qualify their inquiries, without having a form so overwhelming that it deterred form submission. Recommendations were based on internal operational requirements and usability best practices.
Results
Within one month of implementing a shortened form, form completion rate increased by 100%. Anvil and Planar continue to evaluate the completion process to look for opportunities for further improvement.
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