How Double Denim Marketing increased leads by 50% with Typeform

Double Denim Marketing was using static forms on its website and landing pages—both for itself and its clients. Those forms were performing well, but Rob Brooks, Founder and Jeanius Marketer at Double Denim Marketing, wanted to do more to engage, convert, and qualify prospective leads who landed on those pages. 

Rob had the idea of creating an interactive form for Double Denim that would calculate and demonstrate the impact of more qualified leads on prospects’ sales.

“I had an epiphany: What if I built an online calculator to engage users and better qualify leads? I researched the project, and once I figured out what we wanted to do, I looked for a way to make it happen,” explains Rob.

Rob recognized that a form with a long list of questions would have dismal completion rates. He needed a dynamic form that would take prospects through a series of questions, applying logic to determine the questions and the sequence. 

“You don’t want to overwhelm your prospects with too many questions or complicated requests all at once. If you keep your ask simple, users will supply the precise information to qualify your leads.”

While Rob had a clear idea of what he wanted, his small team didn’t have the resources to hire an outside developer to build it. 

At the same time, the form would need to integrate with Double Denim’s existing tools. 

“Our customers are mainly logistics companies. To serve them effectively, we’ve automated our workflow. We needed a form-creation solution that played well with our other tools and integrated seamlessly with Zapier,” says Rob.

Rob tried one or two form-building solutions but rejected them because they couldn’t meet his requirements. 

Then he tried Typeform. 

Rob brought his concept of an interactive calculator form to life with Typeform. He was surprised by how easy the form was to create and implement. 

While Rob opted to use a bit of HTML and CSS to set up the form, he concedes that coding wasn’t necessary.

“If I wanted to, I could have just done an out-of-the-box implementation,” says Rob. “It was dead simple.”

It didn’t take long to see that the interactive form converted more, better-qualified prospects.

“It took about six weeks to start seeing results, and we were getting more qualified leads.”

Based on this experience, Rob and his team started offering typeforms to Double Denim clients.

Some clients hesitated initially but became big supporters once they saw the results.

“I ran some split tests and showed them the hard data: Typeform outperformed traditional lead-capture methods in every scenario, leading to more conversions. All I can say is that numbers talk,” says Rob.

Today, all Double Denim customers use Typeform exclusively in their marketing campaigns.

“From our first test of a one-off campaign to fully implementing it across every customer took about three months.”

When creating typeforms for themselves and their clients, Double Denim can easily brand the CTA buttons and interactive forms to ensure a seamless, cohesive experience for users.

“I can customize the buttons and form to reflect customer branding. I can do it all without coding a single line or hiring a designer. Typeform does all the heavy lifting,” says Rob.

By taking leads through a series of questions that depend on their previous responses, Double Denim and its customers can easily differentiate, and focus on, the most qualified leads.
They can also automatically route inquiries to the right department, reducing workload and shortening response time.

Rob gives an example:

“One of our customers has sales agencies across the U.S. When someone indicates that they need a certain type of service, they are automatically routed to the right agency for them.”

Some Double Denim customers combine typeforms with their lead scoring. He explains:

“One customer uses a scale of one to three as to how good the lead is. If the lead indicates they need support today, that bumps up the score. If they have a gmail.com or yahoo.com address, the score is marked down.”

Typeform also integrates with Double Denim’s tools—and the tools of its customers—for new efficiencies and greater productivity.

“Typeform integrates with all our tools, including PipeDrive, HubSpot, Onepage, and Google Sheets. Our two-person team can offer the same services as a bigger agency, including supercharged lead generation. We automate everything to focus on building outstanding user experiences that get results,” explains Rob.

Rob’s hypothesis about interactive forms was more than correct: Double Denim saw a 50% increase in leads with Typeform versus regular static forms for itself and its customers.

“Typeform exceeded our wildest expectations, so we’re delighted—and our customers are ecstatic,” says Rob.

Conversion rates doubled after switching to Typeform, a much larger increase than Rob predicted.  

“I expected a lift of 8% to 15%. One of our clients had a 7.75% conversion rate before switching to Typeform. It rocketed to 19.35%. Another saw conversions rise nearly ten points from 11.2% to 21.6%.” 

The number of qualified leads has also grown thanks to Typeform, as Rob explains:

“Asking the right questions in Typeform increased the number of qualified leads. We discounted individual inquiries from consumers and focused entirely on B2B prospects. We couldn’t have done that with static forms.” 

Using Typeform, Double Denim generated nearly 2,200 qualified leads for its customers, which contributed almost half of the $8 million in customer revenue attributable to Double Denim’s marketing campaigns.

“We can trace $3.67 million in revenues directly to our Typeform campaigns. That’s almost everything our campaigns have earned in the last two years. It’s a remarkable result. A product I considered ‘nice to have’ turned out to be the foundation of our success,” exclaims Rob. 

Typeform is instrumental to Double Denim’s success, from increasing ROI for clients to enabling them to focus their own resources on the most qualified leads.  

“Typeform gives us the tools to qualify leads with a few simple questions. It has also kept our expenses in check, allowing us to compete with bigger companies. Double Denim runs on Typeform, and that has kept us in business,” concludes Rob.