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Selected Project - Lead Form 2.0
CHG Healthcare is a parent company of many healthcare staffing brands, focused on temporary staffing of physicians and nurses. My role at CHG Healthcare was focused on our Websites and partnering with Sales and Marketing to drive leads into the business. After a few years of focusing on conversion optimization, we began to explore ways to experiment with lead quality and not just quantity.
what
Experimented with a "V2" lead form for a specialty group within our CompHealth brand.
Experimented with different UI applications for the additional lead form questions we identified.
We started with a few groups, notably our Hospitalist team, and introduced a form with three additional questions that our recruiters identifed as valuable.
why
For a number of years our team had been increasing the conversion rate on our sites but we began to wonder if the quantity was coming at the expense of quality.
We engaged our sales teams and asked if there was information that they needed in order to more quickly work with physicians to find job matches and heard feedback on a number of things that would be nice to know.
outcome
We ran our experiment for several months across a few different lead channels. We observed a high rate of completion for the extra/new questions (52% of leads in our experiment answered them).
With the success of our test, we were able to use this experiment as a "case study" to take into other groups/divisions and run additional tests as a step towards a longterm change across our brands.
Additional Notes
The Team: Myself (PM), Engineering Leader, Product Designer, Sales Team, Marketing Stakeholders
What I did:
Discovery with Sales - Set up meetings with our sales group to identify if this was a problem, how it would help our recruiters, and communicate about test progressions.
Stakeholder Alignment - Pitched the idea to our Marketing group to gain additional support/buy-in with stakeholders.
Sales Support - Developed a "how to" guide for our sales group to show them how to find and utilize the new information.
Rollout & Analysis - Launched and monitored the experiment. Touched base with our recruiting test team during experiment to get qualitative feedback on how it was going.
Evangelized - Communicated results and developed a "case study" doc for other PMs to use with other brands/divisions.
Below you will find a Google Slide deck with full results of our test, process, and results.
Google Sites
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