As Ted Rubin
put it, we’re shifting from convince and convert to converse and convert. Converse being the key word there. The mad lib sign up forms are very conversational. It’s like your leads are writing you a letter or, more accurately, a quick note. This is the closest marketers have come to humanizing the sign up form.
Once your leads have made it to the sign up form, you’ve likely already convinced them. What you haven’t done is converse with them. Fortunately, the mad lib form is a pretty good substitute. It gives the illusion of one-to-one, casual communication!
You’ve probably heard of Shiny Object Syndrome
. Actually, you’ve probably fallen victim to it once or twice. You’re just browsing the Internet, doing your thing when all of a sudden - Oh! A shiny object. Traditional sign up forms are just that... traditional. They’ve been done a million and one times before. A mad lib form is out of the ordinary - it’s a shiny object.
As Seth Godin would say, mad lib sign up forms are purple cows.
“Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice,” said Seth.
Where the traditional sign up form is a regular, everyday brown cow, the mad lib form is a purple cow - a shiny object. We’re naturally easily distracted by, and drawn to, what’s new or out of the ordinary! Take advantage of that.
As with any other best practice or conversion rate optimization tip, testing is important. What works for Jeremy and I may not always work for you. Try as I might, I’ll never find a CRO tactic that works for every marketer. So, just because Vast.com saw a 25-40% increase in conversions, doesn’t mean you will. You might see less, you might see more (like Jordan did).
Still, it’s impossible to deny that countless marketers have been able to increase their conversions with mad lib sign up forms. If you haven’t already, now’s the time to start testing and experimenting with mad lib forms - while they’re still fun and shiny.