How EcoStream tripled their
conversion on WordPress.
A deep dive into how conversational forms and seamless WordPress integration transformed lead generation for a sustainable energy leader.
Growth
Setup
Plugins
The Backstory
EcoStream provides complex sustainable energy audits. Their lead qualification process requires gathering 12-15 specific data points about a property's size, age, and existing infrastructure. Their original WordPress site used a standard static form that felt like a tax document, leading to massive drop-offs at the 3rd field.
The Solution: Conversational Logic
By moving to Salesform, EcoStream implemented "Sign Question Mode." Instead of seeing 15 fields at once, users were greeted with a friendly starter question.
- One Question at a Time: Reduced cognitive load and increased engagement.
- Branching Logic: Only show relevant follow-up questions based on previous answers.
- Mobile First: Perfect experience for users clicking through from social media ads.
"Salesform didn't just change our forms; it changed our entire sales pipeline. We're getting higher quality data and happier leads."
— Sarah Jenkins, Head of Growth at EcoStream
The WordPress Integration Guide
One of the biggest wins for EcoStream was not needing to install another bloated WordPress plugin. Here is exactly how they did it:
Generate Snippet
In Salesform Dashboard → Publish Settings → Embed HTML
They customized the colors to match their brand hex codes and copied the 2-line iframe snippet.
WordPress Gutenberg Block
Instead of a Shortcode plugin, they simply added a "Custom HTML" block in the Gutenberg editor and pasted the code directly.
Full Width Layout
Using WordPress's "Full Width" alignment, the Salesform conversational UI took over the viewport, creating a premium app-like experience.
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