37% uplift in conversions from a streamlined contact form

Morgan Technical Ceramics are one of the world’s leading advanced materials companies engineering solutions for many market sectors.

They are part of the FTSE 250 listed Morgan Crucible Group plc and have been a Elixirr Digital client since 2008.

The length and layout of the existing contact form was an obstacle to conversions, with fewer than 10% of 1,400 monthly visitors completing the form.

A statistical approach to improvement

All changes were based on previously recorded data.

Streamlining the contact form had to consider the minimum amount of information needed to qualify leads.

Using conversion rate optimisation, all changes were split tested to quantify any decisions made.

We used extensive in-house capabilities to first strategise, then rapidly design and develop the new contact form

A shorter, more attractive contact form that significantly increased conversions

Over 30 days the 50/50 split test saw the new streamlined contact form result in a 37% increase in conversions in comparison to the existing form.

At every stage data formed the basis of decisions, such as removing the navigation elements on the page to limit the number of ‘distractions’ for users. The result is that Morgan Technical Ceramics now generate 350 leads annually from the website.