Many marketing strategies go through a lead generation objective through a web form as an intermediate step in order to close the final sale.
The first scenario that we must raise is internally is what type of lead we need, what volume and at what price we can afford it. We must decide and test different channels, segmentations, creative’s and texts. And as a last step, define what type of form we must have as a means of entry for leads.
There are many variables to take into account in order to design a suitable form. Below we highlight the 3 of the main factors that we must take into account:
User Incentive
In order for the user to share his data to contact him, we need to give him something in return. That is, the user wants something from us. There are a multitude of very well designed landing pages that have forms that lack a call to action waiting for them to fill out on their own. However, many times we forget the most important thing: that users need a motivation to leave their data.
Therefore, if we give the user something related to a discount, the download of an informative document, a free advice or simply that he receives an email with information, we will gain many chances of completing the conversion process.
How many fields should the form have?
This is one of the most complex decisions that we can face when planning a lead generation strategy.
Do I make a simple form to maximize the input volume? Do I add more number of fields to receive only users with a lot of interest in my product / service?
The answer is the same as for any step in the strategy: it depends. But of what? We see it below:
Are we B2B or B2C?
If the business is focused on B2B, in which the commercial process is more complex and requires a large volume of resources to be able to close a collaboration or sale agreement, we need a highly qualified lead. By this we mean that, in addition to the minimum questions (Name, email, telephone), it would be advisable to request other additional information in the form. For example: Company, Title, Product / Service you need, City …
On the other hand, if the product is B2C, the sales process is usually easier. This usually has a higher turnover and with a lower need for sales resources than in B2B. In this case, it would be interesting to implement a simple form, with the basic fields: Name, Email, Telephone, and City / Country. In this case, it would be advisable to include an additional question in order to have a minimum qualification in the lead entry. However, everything will depend on the product / service we offer).
Price of the Product
It is not the same to sell a high-priced product, for example if we refer to the automotive sector, than a low-cost product, such as a dinner in a restaurant. The decision process takes time. Also the comparison between products is much higher and usually even involves the participation of several people in the decision process. So how does this affect the form?
If the product or service in question takes a long decision process, it is convenient to categorize the lead in CRM. Later, the objective will be to re-impact it in different ways. Or give you tailor-made business advice. Something as simple as calling a person and mentioning something other than their name, or knowing what product they are looking for or what needs they have, can be an important plus in your decision.
The final objective is that when comparing ourselves with the competition we stand out positively and having a highly qualified lead helps a lot to get closer to the objective. Therefore, we will need to add referential fields to the form.
On the other hand, if the product is of high turnover, users hardly compare between several companies and the decision is usually quick. For example, for a restaurant reservation, the lead simply needs to receive an email or SMS with the reservation confirmation or a short call to find out about the menu. In this case, it serves us with a simple form of Name, Telephone and Mail.
Single / multi-product
If the potential client lands on a product landing, we will know what they need, and what sales route they must carry out.
On the other hand, if it comes from a generic landing, and we do not know what product or category interests you, it is important to add a specific field that specifies them. In this way, we can qualify your route to the sale through a personalized email or a call with a salesperson tailored to your needs.
Minimum requirements
If the product in question is not suitable for any user -such as a higher training course that requires minimal knowledge in a certain area-, it is convenient to filter the leads considered minimally trained by means of a specific question. In this way, we will nurture the customer database with valid users and improve the sales ratios.
In the event that prior user filtering is not necessary, it is advisable to minimize the number of fields. This facilitates registration, promoting the maximization of the volume of lead entry.
Lead generation form visibility
It seems excessively basic, but on many occasions the lead generation form is presented in a very inconspicuous area of the landing page. Either in the footer or in the middle of the page, which makes it extremely difficult to achieve the goal.
Some tips to improve in this section are:
- In desktop version, add the form in the upper right part, so that the user does not have to scroll and facilitate the completion of it.
- In the mobile version, as we have less space, we can replace this form with a Call to Action button that displays it when you click it, so that we do not cover important information.
- That the button or form accompany the user throughout their journey through the landing. We cannot know for sure what information about the product / service the customer needs to know, so it is important to provide the contact form at all times.
All these recommendations are subject to many other variables, such as the type of campaign used, channels in which we are present, types of ads, segmentations or information contained in landing.
That is why we recommend that before making a decision on the design and structure of a lead generation form, you should have a global vision of your marketing and business strategy, as well as your commercial capacity or resources to mature. your database.
I’ve been working as a digital marketer for years now, with my expertise in SEO and SMM. Blogging has been one of my hobbies since I can remember. Sharing experiences and knowledge.
