Debate: Is gating whitepapers with 10 field forms still worth it in 2024?

I used to be dead set against long forms on cybersecurity content. Thought nobody fills out 10 fields for a 5 page PDF. But last quarter I A/B tested a 2 field form vs a 8 field one on a zero trust guide and the 8 field one got 3 times the qualified leads despite half the downloads. Then a buddy at CrowdStrike told me they still use 12 field forms and swear by it. Has anyone else seen this work or am I just getting lucky with my audience?

3 comments

3 Comments

olivia39813d ago

That line about "half the downloads but 3 times the qualified leads" really hit home. It's like how at my gym, they switched from a simple sign in to having people fill out a quick health form and suddenly the 6am crowd got way more serious. The people who click through the long form definitely want the content more, it's like a cheap filter that saves you time later.

ivanross13d ago

That bit about "cheap filter that saves you time later" got me. I remember when I tried to sign up for a cooking class online and they made me fill out this huge form about dietary restrictions and skill level. I almost quit halfway through, but I figured if they're that organized going in, the class must be worth it. Turns out, the people who bailed on the form were probably the ones who'd show up late and not know how to boil water. I'm just glad I didn't give up, because now I can finally make an omelet without burning it.

anthony12913d agoMost Upvoted

Your omelet story is proof that a little upfront hassle pays off big time.