All Services
Sean Markey Head of SEO
WG Office Shoot 235
Roisin Linnie Head of Social
Sosh Creative Play Button
Anna Spyridopolou Head of Social Integration
In Person Event 182
Get in Touch
WG Office Shoot 286 Square
Horseware White

From Dark Horse to Prized Pony

JPEG image 2
Get in Touch
WG Office Shoot 286 Square
Group Headshot 11

We’re employee-owned, every team member you work with brings the mindset of a business owner.

Alan Coleman CEO
Alan Coleman, CEO
WG Groupshot 9 1
20240503 111159 1
Reforest WG 110
Get in Touch
WG Office Shoot 286 Square
In Person Event 167 1
Essentials 2024 80
In Person Event 125 1
Get in Touch
WG Office Shoot 286 Square

Wolfgang Digital is an equal opportunity employer committed to fostering an inclusive workplace

WG Office Shoot 46
In Person Event 56
WG Office Shoot 72
Services
Search Engine Optimisation Paid Search Paid Social Social Creative CRM & Marketing Automation Data & Analytics All Services
Work
Case Studies Testimonials Awards
About Us
Our Story Our Team Employee Ownership Wolfgang Reforest
Insights
Blog & Insights News Events & Webinars
Careers
Job Openings Life at Wolfgang Graduate Scheme
Contact Us
WG Office Shoot 286 Square
Back to Case Studies
Home Secure White

Securing Quality Leads: How Adding Friction to Forms Improved Lead Quality From Social by 400%

A social media lead gen strategy built to gather key first-party data for HomeSecure’s sales team. By adding ‘friction’ to lead gen forms, we improved lead quality by 400%, directly leading to higher conversion rates and more customers.

The work we did
HS 2

THE CHALLENGE

HomeSecure approached us in May 2022 with a very clear objective - drive sales. 

After 3 months, we saw that while our campaigns were driving high lead volume, their conversion rate to sales was in decline, falling 50% on average. While our ad targeting had not changed, HomeSecure’s sales team were reporting drops in the quality of the leads captured via social. Overall, lead quality was becoming a point of concern.

We needed to devise a strategy that would enable us to keep lead volumes high, while also improving lead quality so that our sales team had better First-Party Data to work with.

OUR STRATEGY

What we knew: 

Our ad creative and offers were strong ✔️ 

We were hitting good CPCs and CTRs ✔️

Lead Volume was increasing Rapidly ✔️

Lead to Sale Volume Conversion Rate was suffering ❌ 

We were driving lead volume, but not from users who were the right fit and were ready to be sold to. We needed to develop a strategy that would filter out low intent users. 

What we did:

Traditional lead generation best practices will tell you to ‘make it as easy as possible for a user to become a lead’. Many of the social channels themselves exemplify this fact, allowing users to prefill their data, and actively encourage marketers to limit the steps needed to get a conversion quicker. While this benefits lead volume and cost per lead metrics, we were concerned about lead quality and conversion rates further down the funnel. So we decided to challenge the norm and go against the rulebook. We decided to make it MORE difficult to submit user data. We flipped the script and added ‘friction’ to our forms, implementing more steps and more barriers so that only the highest-intent users made it to submission stage.

Gif Small min

INNOVATION USED

To implement this strategy, we took a closer look at our lead forms to identify opportunities to add friction. 

We tested multiple variations of social lead forms with different levels of pre-qualifying questions. Some forms simply asked if users were interested in a quote vs additional information. Other forms asked multiple questions, such as if their home was rented or owned, would they want a police response as soon as a break-in occurred etc. Each question forced users to stop and engage.

We tested forms optimised for higher intent, allowing us to add an additional ‘review stage’ for users to make sure they were providing their most up-to-date information. We know much of the user data Meta has stored can be out of date. This forced users to stop and correct any bad data supplied.

We primed users to expect a phone call from our Sales Team and disclosed the phone number they would be contacted from. Many, especially younger audiences, prefer not to take phone calls where possible, so we gave users a heads up that we’d be doing just that.

The changes we made to our forms, while subtle, made an immense impact. 

BUSINESS GROWTH

By introducing a ‘Friction-First’ Strategy, our social conversion rates soared to record-high levels, jumping a massive 1,100% from their lowest point. This enabled us to deliver significant lead volume via paid social, but more importantly, to drive leads that converted! 

Lead quality was no longer a point of concern, with HomeSecure reporting a 400% uplift in the number of qualified leads. Not only were leads better, but the FPD our forms were sending allowed sales reps to gather better first-hand information prior to making calls, helping their overall sales process. 

This campaign demonstrated an ability to ‘challenge-the-norm’ for Social Lead Generation. Where most strive to reduce the steps between prospect and pipeline, we took the opposite approach. With ‘Social x Email Integration’ & First Party Data Building taking centre stage in 2023, we believe friction is the future of lead gen.

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
,
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Increase in Social Lead Conversion Rates

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Increase in SQLs

What our clients say

Don’t just take
our word for it

"Wolfgang took a declining channel we were close to dropping, to one that now drives quality leads into our Sales Team to play a meaningful part in our growth. Wolfgang’s Paid Social team understood getting lead volumes up was only the first step and remained equally focused on enhancing our lead quality. By introducing ‘friction’, we not only saw the quality of leads increase, but were able to optimise towards these leads’ sources and greatly improve the campaign ROI.”
HR
Hugh Ryan
Managing Director, HomeSecure
Selected work

More work we
think you’ll like

Explore Case Studies
Millies White

Millies vs the Multinationals, Round Two in AI Search

Millies 2 Website Banner
-
3
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

AI Search Visibility

-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
9
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Monthly AI-attributed revenue

Horseware White

From Dark Horse to Prized Pony

JPEG image 2
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
3
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
8
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Revenue YoY

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Repeat Purchasers

Monahans White

From Firewood to Fire Sales

JPEG image 5
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

YoY Repeat Customer Revenue

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
7
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
3
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

YoY Repeat Customer Growth

Corcorans White

Pulling More Than Just Drawers

JPEG image 3
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

SMS Subscriber Growth

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

SMS Click Rate

Intersport Elverys Whte

Right Hook Jab: Short Form Video to Knock Out Results

JPEG image 4
-
-
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
0
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Decrease in CPV Catch

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
4
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
8
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Videos Watch @25% Hold

American Holidays White

Using Call Intelligence to Boost Leads and Maximize ROI

American Hols Web Header
-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
6
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
1
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Google Ads ROAS H1 2024 vs. H1 2023

-
+
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
2
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S
-
%
-
0
1
2
3
4
5
6
7
8
9
:
%
.
X
+
-
,
‘
£
M
B
K
>
<
H
R
S

Google Ads Leads H1 2024 vs. H1 2023

WG Office Shoot 5
Let’s start a conversation

What will world-leading look like for you?

Partner with a 6x Best Global Agency Winner that's as invested in your growth as you are.

Get in Touch
WG Office Shoot 286 Square