Putting Caldera Forms, Formworks, and Ingot To The Test
Having come from a background of web marketing, it’s important to me to be able to engage users on a website, and ultimately, to convert them. So when I’m helping a client decide on web page copy or a Call To Action element, I always stress the need to test, test, test.
Clients usually balk at that suggestion because:
- They think they know what their users want. (Hint: no one ever gets that right).
- They think it will either be too expensive or too technical to implement or too time-consuming to test and analyze. (Hint: It doesn’t have to be any of those things).
So, when I was discussing a contact form with a client last week, I had that same conversation with him. Hopefully, this post will help him, and others like him, understand just how easy, affordable, and useful this concept of testing can be.
Now that I happily own Caldera Forms, Formworks, and Ingot*, I have all the components I need to demonstrate this. All 3 of these can be had for less than $100 at the time of this post, although there are also some premium addons that you might like as well.
(Note: I’ve had issues getting Formworks to work properly on my site. It’s probably something on my end, but I’m not sure yet. So, although I wanted to include this as part of the test, I won’t be able to at this time. If I get it working, I’ll let you know how it goes).
So let’s get right to it.
I can’t discuss my client’s particular business or the form he is currently using, so instead I’ll just create an imaginary scenario.
Long, Single Page Form or Short Multi-Page Form?
ABC Inc. is a company who would like to get feedback from their customers. They aren’t sure if their customers would be more inclined to fill out a form that includes all the questions on one screen, or if perhaps they would be more comfortable using a multi-page form. In addition, they have a few ideas for wording and questions, but aren’t sure which might convert better. So, we’ll run various A/B tests using Ingot, and we’ll also track all form interactions, including whether or not the form was viewed, which fields in the form were engaged, and if the form was abandoned, which field was the last field used.
Since this is just a test on a development site, there won’t be much real data to work with, but I’ll make sure there’s enough to at least see how well this all works.
Let’s build our forms!
First, I built the all-on-one-page form that looked like this.
It’s really simple to just drag and drop fields where you need them. If you’d like to see how this works, here’s a good video.
Once I had my single-page form, I simply duplicated that form, clicked the Add Page tab to create additional pages, moved fields from one page to another, and then added Next and Previous buttons where appropriate. It ended up looking something like this.
Now I had two forms – one on a single page, and one that was multi-paged. Once the forms were built, I added the supplied shortcode to the page, so now I was ready to set up my Ingot A/B test. Let’s see how simple it was to make that happen.1. Duplicate form. 2. Edit 3. Test to see which converts better. Difficulty level: EASY Click To Tweet
Ingot A/B Test Setup Is Simple
First, I went to the Ingot settings, clicked the Create New link, named my new Content Test, and then pushed the big Caldera Forms button, as shown below.
Next, I chose the forms I wanted to show in the A/B test, from the dropdown selector.
Finally, I grabbed the shortcode for the test and placed it on the page where I wanted my form to show up. Ingot knew which form to show which user, and did all the testing work for me.
So, after about an hour of playing around with the forms, and making changes as I went along, it was all set up. I then sent some users to the forms.
[Time passed by…]
And The Winner Is…
The results were in. Let’s take a look.
Ingot has clearly shown us that our users prefer to fill out the multipage form, so I’d recommend that ABC Inc. stick with that one in the future. Your users, of course, might prefer the single page form. That’s why it’s so important to test on your own site. I’d also suggest that ABC Inc. reassess this at a later date, in case their user base changes or might be fickle. ABC could create a couple of new forms, with some variations, and test them using Ingot in the future if they’d like.
I like Caldera Forms, especially with the advantage of being able to track how users interact with the forms, and run A/B tests to see which form variations convert better.
I hope this makes a strong case to my client to consider running some tests on his own site. I believe he’ll recognize that it doesn’t have to be costly or require expensive geek-time to increase conversions.
If I could change anything about this combination of tools, it would be this: The Caldera line of products need better documentation. I’m tempted to create it myself, just so I can pass it along to clients.
But aside from the scant documentation, Caldera Forms, with its cool addons, is a great way for businesses to create easy-to-make, good-looking forms that can be tested and honed to ensure they convert well.
*Note: I own these cool plugins because I won the AWP Giveaway, which you can read about here. I’m still jumping for joy! Also take note that, as always, I may use affiliate links, when I link to products. You, of course, are free to ignore them.
P.S. If you’re still reading this, check out the cartoon guy at the top of this post, and tell me in the comments if you think he resembles any particular WordPress developer that you know. I think he looks like someone, and I’m curious if you agree. But I’ll wait to share who I think he looks like until later. 🙂