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The impact of adding the phone number field to your lead generation efforts (Case Study)

By Matthew Wood October 11, 2016 Gen Lead Growth marketing

As we all know, keeping the sales funnel full via lead generation is an integral part of any business' marketing strategy.

Digitally, lead gen is a very simple process and the standard way to capture people's details is to offer a piece of primary content in exchange for a name, email address and phone number, be this through a CTA on your website, a landing page or the lead generation adverts available through the advertising platforms of various social media sites.

The success of digital lead gen can come down to a number of factors. Is the content you are giving away relevant to your target audience and is it something worth handing personal details over for? Is the website traffic you are driving to the lead gen CTA the right sort of quality relevant traffic? Where do people arrive from and are they your target audience?

Another factor can be the form itself. How many visitors to your landing page do you convert? Are people turned off by handing over certain information? Or are you simply asking too many questions and therefore receiving too few sign ups?

Case Study

We ran a lead generation campaign for our own marketing efforts last month using Facebook lead gen adverts. Our piece of primary content was our SEO guide, 47 things anyone can do to improve your website's SEO. It is a really helpful piece of content that digital marketing professionals would find useful. We targeted digital marketing professionals in the North West.


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Here is the creative we used for our advert. We decided to use ‘Sign up for our mailing list to receive your free guide’ as the CTA.  It’s to the point and doesn’t ask a lot of the end user.

Facebook lead generation adverts are incredibly useful as they cut out the landing page part of lead gen. User’s details are autofilled by Facebook into the lead gen form, which sits within Facebook itself. The user never needs to leave the site.

So what did we decide to split test? Well, we had a theory that the less form fields you use, the more likely someone is to enter their details. On Facebook however, with auto fill in place, it doesn’t require any extra time or effort to input personal details. This makes it perfect for testing whether providing certain kinds of information stops people from doing so, rather than testing users’ aversion to pure volumes of data.

We tested whether the addition of the phone number field would make any difference to the amount of leads we collected; our thinking on this being that everyone hates cold callers and PPI salesmen. Our advert ran without the phone number field for one half of the month, and with it for the other half of the month.

Our logic means that we would have expected to see a clear winner here, but before we get to the results, let’s take another look at the design we used.


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We added a context card so people definitely knew what they were handing their details over for. In this case, we added information about what the SEO guide will offer the user.


Lead generation

Here is the form we used to capture people's details. Remember, with Facebook lead gen, each field box is autofilled (as an aside, this is a really powerful way of advertising!).

The Results

So, did the results simply just confirm what we thought all along? Well, yes… but not in the extreme way we thought it would.


lead generation

Overall we gained 45 leads at £4.44 a lead which was great!


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For the first half of the month without the phone number field we gained 26 leads at £3.95 a lead


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For the second half of the month with the phone number field we gained 19 leads at £5.47 a lead.

So, yes, it’s true, you gain more leads at a lower cost when you don’t add the phone number field, but the difference was only seven leads less than without the field.

The real question therefore becomes; is it worth paying a little extra per lead to get a phone number? This will be entirely dependent on how your business sells to your marketing leads and if the phone number is required to make this happen.

Remember that there are other factors to take into account too. Your primary piece of content must be high quality and relevant to the audience you are targeting, otherwise all of your efforts with your form will be in vain.

Interested in giving your lead generation efforts a kickstart? Drop us a line and we can help you get started with a winning lead gen strategy that creates opportunities for your business.

Matthew Wood

Matthew Wood

Matt joined ClientsFirst in July 2016, having previously specialised in social media for a range of client-side brands; from radio, to fashion, property investment to music. At ClientsFirst, Matt gets involved with all of our digital marketing, leading the way on our clients’ social media efforts, PPC and contributing to the team on areas such as SEO, Website UX, creative development and email marketing. When he’s not our social expert, Matt focuses on his music. A keen singer, guitar, piano, bass and drum player, Matt plays live when he can and otherwise spends time in his home studio. When he needs a break from that, it’s Sci-Fi at the cinema, or a few beers at pubs around the Cheshire countryside.

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