Facebook Lead Gen Forms Reimagination

The Business Growth team recognized an opportunity to drive company revenue with small and medium businesses by improving their lead generation results. In completing a literature review, I learned that previous research indicated that the top reason businesses stop using the lead gen form was low ROI. Previous research also indicated that the users drop off before completing the form because they were not comfortable providing that level of information yet.

I conducted IDIs in the US, India and Brazil to get a broader perspective on how users and businesses wish to interact with each other, test different design flow options, and better understand additional pain points for small business owners relying on the Facebook platform for growth.

Through this research, we learned that users in the US were comfortable sharing different contact information than those in Brazil and India. We also learned that there were major differences in preferences for WhatsApp vs Facebook messenger.

Ultimately, I leveraged insights from this research to guide my colleagues in Design and Engineering on how to optimize the lead gen tool to reduce drop off by as much as 60%.