The business-to-business coffee company tested two types of Instant Forms on Instagram and discovered a shorter form resulted in a 2.5X higher conversion rate.
BLISS is a South Korean firm that provides corporate coffee machine rentals and coffee bean subscriptions.
lower cost per lead from short Instant Form than from long Instant Form
higher conversion rate from short Instant Form than from long Instant Form
The coffee company hoped to improve its lead-generation campaigns to receive more leads at a lower cost.
Putting lead ads to the test
As a business-to-business (B2B) company, BLISS often runs lead ad campaigns on Instagram that use Instant Forms to acquire new business leads. When the company found it challenging to capture quality leads, it worked with its media agency, Mars30, and Meta to identify the unique selling points of the brand as well as client personas. The BLISS team then designed creative assets reflecting these insights using Meta’s best practices and launched a campaign to test its lead-generation strategy and learn more about how best to optimize its campaigns.
The lead ads used the same creative assets but tested two types of Instant Forms. One form asked for only the necessary contact information and was fast to submit, while the other asked for more information, such as monthly budget, rental period and number of employees, which took more time to complete. Ads were shown across Meta technologies for two weeks to a broad audience of businesses, but excluded existing customers.
After conducting the A/B test, BLISS learned that though the leads from the longer form were higher quality, the shorter form resulted in more potential client leads and a lower cost per lead. Using the following results, the coffee company has adopted the shorter form for its campaigns.
- 40% lower cost per lead from short Instant Form than from long Instant Form
- 2.5X higher conversion rate from short Instant Form than from long Instant Form