Episode Overview

Podcast: Do This, NOT That: Marketing Tips with Jay Schwedelson | Presented By Marigold
Episode: SPECIAL SERIES ⇒ Quick Tips to Forms That Convert! | BATHROOM Break #74 COLLAB: The Marketing Millennials + Do This, Not That
Date: September 22, 2025
Guests: Jay Schwedelson (Do This, Not That) & Daniel Murray (The Marketing Millennials)
Main Theme:
This light-hearted “Bathroom Break” special collab dives into conversion rate optimization for lead-capture and marketing forms. Jay and Daniel share practical, research-backed tips to maximize form completion rates, focusing on tactics like “no scroll” layouts, social proof, CTA wording, autofill, and more. True to the episode’s name, there’s some hilarious storytelling before they pivot hard into actionable marketing strategies, all in an informal, energetic tone.

Key Discussion Points & Insights

1. Lighthearted Openers & Relatable Anecdotes

• The episode starts with Jay and Daniel sharing entertaining “bathroom break” stories, including Daniel’s disastrous first experience with a baby carrier—setting a relaxed, approachable tone.
• [00:48] Daniel: “...the baby just poops...dripping down his leg everywhere...I’m sitting in this meeting smelling his poop...the minute he poops, he falls asleep on me...It was the worst experience of my life.”
• Sets the tone for discussing “forms that convert” on a similarly real, no-nonsense level.

2. No Scroll Forms: A Game-Changer

• Main Tip: Make forms appear on a single, non-scrollable page with minimal fields to drastically improve conversions.
• Jay [02:32]: “...we came up with this form that you can’t scroll. There’s nothing. You’re stuck on that one page and there’s not a lot of fields. And our conversion rates went up by like 60% just by not having any ability to scroll.”
  • Even seasoned marketers may overlook this; worth A/B testing against scrollable forms.

3. Two-Step Forms & Minimal Information Collection

• Daniel [03:35]: “My go-to is ... a two-step...the first field just grab an email…then a couple of fields to convert them.”
  • Grab the simplest info first (usually email), then progressively request more.
  • Balance: Fewer fields = higher completion, but ensure enough to qualify leads (critical in B2B).
  • Quizzes and progressive forms also discussed as effective engagement tools.

4. Social Proof: Make It Quantifiable

• Jay [04:29]: “You want to have a quantifiable testimonial...‘my team saved 12 hours a month’...increases your conversion rates by over 15% vs a regular testimonial.”
  • Move beyond generic “we love this!” reviews; use numbers and specific impacts.
• Daniel [05:22]: “...logos...if you can show different logos to site visitors based on background or segment, even better.”
  • Add credibility with familiar company logos, awards, or recognitions—even less prestigious ones boost trust.

5. The Offer Matters: Make It Concrete and Visible

• Daniel [05:22]: “Request a demo is not an offer. You need to have something that says save 20% today...front and center.”
  • The copy above or near the form should motivate immediate action.
  • Offers must be clear, specific, and valuable.

6. CTA Buttons: Words Matter!

• Jay [06:32]: “If it says ‘Submit’ you should quit your job...That call to action button, that final button is your closing statement.”
  • Test CTA language: Use phrases that affirm the user’s choice (e.g., “Yes, I’m in!” “Get My Free Guide!”).
  • Regularly A/B test button copy for maximize conversion rates.

7. User Reassurance & Microcopy

• Daniel [07:24]: “...micro copy for reassurance like ‘we’ll never spam you’ or ‘this only takes 30 seconds’...”
  • Progress bars/multi-step progress indicators help set expectations.
  • Small reinforcements can ease friction and anxiety.

8. Site Speed & Autofill: Reduce Friction

• Daniel [07:24]: “...make sure that your site speed is good...if you have any way to get autofill capabilities...don’t make people fill out things multiple times.”

  • Technical performance (site speed, image loading) directly affects abandonment rates.
  • If using repeat/downloadable content, enable autofill or pre-populated fields for returning users.

• Jay [09:02]: “...the number one complaint that we get is people saying ‘I already filled this out, why do I have to again?’...I want to autofill for everyone because...it is the tactic to do.”

  • Limitation: Users with cookies turned off remain a hurdle.

Notable Quotes & Memorable Moments

• Daniel [00:48]: “The baby just poops…all over my shirt. It’s the worst experience of my life.”
• Jay [02:32]: “Our conversion rates went up by 60% just by not having any ability to scroll.”
• Jay [04:29]: “A quantifiable testimonial will increase your conversion rates by over 15% versus a regular testimonial.”
• Jay [06:32]: “If it says Submit you should quit your job, you’re doing a horrendous job because that’s ridiculous.”
• Daniel [07:24]: “Microcopy for reassurance...progress bars are a very good thing.”

Highlighted Segments & Timestamps

• [00:48–02:25] – Hilarious baby carrier story; informal opener tying “bathroom break” theme.
• [02:32–03:35] – The case for no-scroll forms and their impact on conversion rates.
• [03:35–04:29] – Two-step forms and progressive data collection.
• [04:29–05:22] – Quantifiable testimonials and dynamic social proof.
• [05:22–06:32] – Importance of concrete offers and strategic offer placement.
• [06:32–07:24] – CTA button language as a conversion lever.
• [07:24–09:02] – User reassurance, site speed, autofill for repeat visitors.
• [09:02–09:44] – Technical pitfalls with autofill and user complaints.
• [11:03–11:56] – Parenting anxiety parallels; drawing analogies to marketing caution.
• [12:08–12:34] – Humorous bird poop “good luck” anecdote; returning to light domestic chaos.

Summary Table: Key Form Conversion Tips

| Tip | Description & Reason | Notable Quote/Timestamp | |------------------------------|-----------------------------------------------------|-----------------------------| | No-Scroll Forms | Single page, no scrolling, minimal fields. Big lift.| Jay [02:32]: “...conversion rates went up by...60%...”| | Two-Step/Quiz Forms | Collect email first, then more details. Low friction.| Daniel [03:35]: “...first field just grab an email...”| | Quantifiable Social Proof | Use data-rich, specific testimonials and logos. | Jay [04:29]: “...increase conversion rates by over 15%...”| | Concrete Offers | Don’t just “Request a Demo.” Add clear, strong offers.| Daniel [05:22]: “...not an offer. You need...save 20% today...”| | CTA Button Copy | Avoid “Submit.” Use affirmative action wording. | Jay [06:32]: “If it says Submit you should quit your job...”| | Microcopy/Progress Bars | “We’ll never spam you,” progress bars ease worry. | Daniel [07:24] | | Site Speed & Autofill | Fast pages, minimize repeat entry. | Daniel [07:24], Jay [09:02] |

Tone, Style, and Call to Action

• The episode uses humor, relatable personal stories, and plain-spoken advice to make form conversion principles memorable and approachable.
• Listeners are encouraged to experiment with these tactics and share feedback or topics for future "Bathroom Breaks" via LinkedIn.