How RocketMemory Increased Their Opt-In Conversion Rates by 271%
RocketMemory faced a challenge: their opt-in conversion rate was stuck at 5.15%, and simplifying their form by removing fields wasn’t an option. They needed all the information: first name, email, age, gender, and answers to two yes/no questions about schooling and studying.
But instead of giving up, they made a smart tweak to their form strategy that quadrupled their signups, achieving a 271% increase in opt-ins.
The Strategy: Micro-Commitments
RocketMemory transformed their static form into a four-step micro-commitment process. By breaking the form into smaller, more manageable steps, they made the process feel less overwhelming and more engaging for users.
Here’s how they did it:
Step 1: Start With a Simple Yes/No Question
The first question was easy and engaging:
“Would you like to receive memory strategies tailored to what you’re studying?”
- Answer options: Yes/No
This simple question was irresistible to their audience and served as a “foot-in-the-door” technique, encouraging users to take the first step.
Step 2: Make It Easy and Relatable
The second step asked:
“Are you a man or a woman?”
- Answer options: Two choices (Male/Female)
This question kept users engaged with a straightforward and low-effort action, ensuring continued participation.
Step 3: Use Multiple Choice for Clarity
The third question:
“Which of the following best describes you?”
- Answer options: Four clear choices
Multiple-choice options allowed users to quickly identify and select the answer that applied to them, keeping the flow smooth and user-friendly.
Step 4: Gather Personal Information Last
The final step asked for the key information:
“Where Should I Send Your Personalized Memory Tips?”
- Fields: Name and email address
By this point, users had already invested time and effort into the process. The commitment to complete the form was high, making them more likely to provide their contact details.
Why It Worked
- Lowered Psychological Barriers:
- Starting with easy, non-committal questions (like Yes/No) created a sense of progress without overwhelming users.
- Micro-Commitments Build Momentum:
- Each small step encouraged users to continue, making them more likely to complete the entire form.
- Engaging Design:
- The process felt interactive and dynamic, turning a boring form into an engaging experience.
- Delayed “Big Ask”:
- By asking for personal information (name and email) at the end, RocketMemory capitalized on the principle of sunk cost—users were more likely to finish after already completing several steps.
The Results
This strategic redesign turned a static form into an interactive funnel that drove massive results:
- 271% increase in opt-in conversion rates—over four times the original performance.
Key Takeaways
- Break Forms into Steps:
- Long forms can be intimidating. Divide them into smaller sections to keep users engaged.
- Start With Easy Questions:
- Begin with low-commitment actions to hook users and create momentum.
- Save Personal Questions for Last:
- Build trust and engagement before asking for sensitive or personal information.
- Design for Engagement:
- Make the experience feel conversational and interactive to boost user participation.
By using micro-commitments, RocketMemory turned a cumbersome form into a conversion powerhouse. This strategy isn’t just for them—it can work for any business struggling with form abandonment or low opt-in rates.
Source: crazyegg.com