Case Study: Iron Mountain achieves 140% improvement in lead quality with Optimizely

Optimizing Primary Lead Generation Form Improves Lead Quality by 140%

Iron Mountain, a global storage and information management company, worked with digital agency iProspect to tackle low-quality inbound leads from its website contact form. Many submissions were incomplete or irrelevant (e.g., queries about jobs or support) and phone numbers were in formats incompatible with Salesforce, so the team needed a way to capture complete, relevant prospect information for sales.

Using Optimizely, iProspect tested a redesigned form that moved field labels into placeholders, changed the headline to “Request a quote,” and added inline validation (including phone-format checks) to prevent incorrect submissions. The A/B test produced a 140% improvement in lead quality, freeing sales time, boosting revenue, and prompting further optimization efforts.

Iron Mountain

Nimesh Parmar

Online Manager, Iron Mountain