Optimizing webforms to generate more leads through your website
After a talk on lead management, I spoke with several marketers from a company where one said, “We don’t need to qualify our leads because our web forms do the qualifying for us... then we send them to our sales team.”
Here's the problem with that model... long and detailed web forms often cause people to lie or simply leave altogether.
So what should you do instead? Start by creating a lead generation form that balances your need for information and potential buyers need for not being hassled.
Testing and optimizing even a few key aspects of your landing pages can provide major gains for your lead-gen efforts to improve lead conversion and ROI.
Recently, I was a guest on a web clinic Dr. Flint McGlaughlin, Director, MarketingExperiments that examines three tests they conducted to demonstrate how you can use Incentives and Friction to generate more leads through your site.
The webinar was titled “Filling the Pipeline: How a LeadGen Test Strategy Achieved an 86% Increase” You can watch the webinar (no registration required) or read the synopsis.
Comments
People lie on short forms as well. The more important message here is, the perceived value return for filling out the form will greatly determine the accuracy of the forms. For instance, a print magazine at the least will require a valid postal address. A software or downloadable product a valide email address. Also, long forms are often created with list rental in mind; the ability to geo-target, segment etc which makes the rental value increase.
My two cents. My contact info is easy to find, just Google me
Posted by: Ben Ice | September 30, 2008 11:54 AM