There is no getting around the fact that lead acquisition is expensive and time-consuming. You have to spend money to get people to see your lead generation form, whether you're engaging in referral marketing, affiliate agreements, pay-per-click platforms, or social media contests. However, just because someone views your lead generation form does not guarantee that they will convert. Once you've caught their attention, you want to be 100% certain they'll fill out your form.
Along the road, as I worked with clients to improve their lead generation forms, I saw what works and what doesn't. Here are five suggestions for improving lead form conversion rates based on that experience.
1.Make a unique lead generation form for each campaign.
Using the same landing page and lead form for each campaign is one of the most frequent errors I see in lead generation funnels. Yes, this saves you time when creating landing pages, but your conversion rate may suffer as a result. Users must view a landing page and lead form that are specifically related to the campaign from which they originated.
Say I'm looking for a junk removal business. When I click on an advertisement, a landing page discussing moving services, which the business also offers, appears. Even though the business could have assisted me, I click away since I assume it's not a good fit even if this isn't relevant to me. That company has seriously wasted some advertising funds.
2. Employ best practices for lead form design
Since the design is "just a form," it is simple to ignore it, but aesthetics are important. You're asking individuals to provide you with personal information, and if the form is well-designed, they will be far more likely to comply.
Here are some guidelines for creating lead forms that work best:
As few fields as feasible should be used to provide you with the data necessary to qualify leads (shorter forms have higher lead form conversion rates). Make sure your forms are responsive by testing them on various mobile devices. To improve readability, use plenty of white space, and adhere to accessibility standards.
Included wording in bold or in a color contrast above the form to describe its purpose. Include a big, colorful CTA button that says "Submit" at the bottom.
3. Pay attention to the user's worth
People typically fill out lead forms in order to receive anything in return. An estimate for your services, a free first-class ticket, or a discount could be included. Perhaps it's a customized, one-on-one product demonstration. Or perhaps it's an eBook or a tape of a webinar.
The worth of whatever it is they are converting on needs to be highlighted. This is your time to persuade users to click Submit despite their reservations. That entails putting the value front and foremost. There are numerous methods for doing this: On the landing page, draw attention to a case study that illustrates the outcomes of what they are about to get.
Offer a sample of what they will receive, whether it be a page from an eBook, a little video clip, or something in between, if at all possible. To emphasize the value, place a headline just over the lead form.
Comments