The text discusses a test conducted to compare the effectiveness of Instant Forms (also known as Facebook Lead Ads) and website forms in building an email list. The author's initial assumption was that Instant Forms would generate more leads at a lower cost, but the leads from website forms would be of higher quality.
The test generated 630 leads, with surprising results that contradicted the author's initial assumptions. The author used a lead magnet for beginner advertisers and created two different ad sets and ads that were identical in terms of targeting, placements, ad copy, and creative. The only difference was that one ad set directed people to a website landing page and the other to an Instant Form.
The results showed that Instant Forms were nearly half the cost of website leads, with each lead costing $2.04 compared to $3.77 for website leads. The quality of leads, defined as those who clicked a link in one of the author's emails, was nearly identical for both Instant Forms and website forms, at around 29%. However, Instant Forms generated nearly twice as many leads at nearly half the cost, making them more cost-effective.
The author also examined deliverability, finding that 83.7% of leads from Instant Forms were deliverable compared to 92.4% of leads from website forms.
The author concludes that the results provide evidence that Instant Forms may be just as effective as website forms at generating quality leads. However, they also highlight potential areas for improvement, such as the choice of lead magnet and targeting. The author suggests that asking more questions, using custom questions, and optimizing for Conversion Leads could increase the quality of leads.
The author encourages others to test their assumptions and reassess their beliefs based on the results. They also invite readers to share their experiences with Instant Forms vs. website forms.
