LEAD FORM OR LANDING PAGE? YOUR TEST PLAN
Kibi | https://kibihq.com/resources/articles/facebook-lead-ads-vs-website-forms/

1. THE OFFER
What are we inviting someone to ask about?
Who is the offer for?
What will we say happens after they send the form?

2. THE TWO ROUTES
Instant form: [form name]
Landing page: [page address]
Keep the offer and ad message consistent. Note any differences below.

3. THE TIME AND BUDGET
Enquiry dates to include:
Ad spend for instant forms:
Ad spend for the landing page:
Use the same currency.
Review date, allowing time for both groups to make a decision:

4. THE FOLLOW-UP
Who checks incoming enquiries?
Who makes the first contact?
What response routine will both groups receive?
Where will we keep the question, reply and next call?

5. THE SALES REVIEW
                                  Instant form    Landing page
Enquiries:
Useful conversations:
Quotes sent:
New customers from those enquiries:
Ad spend:
Cost per enquiry:
Cost per customer:

Cost per enquiry = ad spend / enquiries.
Cost per customer = ad spend / new customers from those enquiries.
With no customers yet, leave that cost open and continue reviewing.
Compare groups with similar follow-up time. Review job value and staff time too.

6. WHAT WE LEARNED
What worked?
What needs changing?
What will we try next?

Keep the enquiries and follow-ups together in Kibi CRM: https://kibihq.com/