So your graphic designers created a killer call-to-action, your content marketers drafted up some amazing content that’s sure to get your visitors to convert to a lead, time to commence the high-fiving, right?
Whoa, whoa! Not so fast! You just blew it because you didn’t put equal time into what to include in the actual landing page for, and guess what, you’ve turned off your visitors.
Here’s the thing; you should be putting the same time an effort into deciding what to include in the landing page forms as you do creating the landing page content and graphics themselves.
“Well…don’t you just ask for their contact information, and whatever other information I want to know to qualify them?”
In short…no. You first need to determine what kind of leads you’re trying to generate. Is the sales team hungry for leads due to a recent shortage? Sounds like you need to generate leads in a hurry, so keep the forms short.
Looking for more qualified leads, even if that means less overall leads? Go for the longer forms.
Looking to optimize your landing page forms to fit your lead generation needs? Contact IMPACT and we’ll help you get started!
Need More Leads?
Before any landing page goes live, you first need to ask yourself what the objective is. Are you looking to generate as many leads as you can? If so, you’ll want to keep your forms shorter as to not lose any of your visitors.
Keep the information focused solely on their contact information, rather than trying to qualify them. After all, the goal here isn’t to qualify these leads, but to simply generate them, and short simple forms are the best at achieving this. All you need to gather here is enough information that will enable you to contact them.
- Email address
- Phone number
These are the essentials. Now would the sales team like a little more information to make their job of qualifying them a little easier? Sure. But you can always gather further information later in the sales process. If you turn away leads right off the bat, you won’t have the chance to do that.
Simply explain to your sales team that the 20 fields they’d like to include are significantly driving away potential leads, and you’d like to keep it short and brief in an effort to generate as many leads as possible. We don’t think you’ll run into much resistance.
Need More Qualified Leads?
Looking for more qualified leads? Now that’s a whole different ball game.
In this case, your concern should be to generate as many leads as possible, but to focus more on generating qualified, sales-ready leads. Naturally, this will always be a smaller number of leads when compared to generating all kinds of leads, some of which will never be qualified. Here you’re focused on less leads, more quality.
Here is where longer forms prove to be effective, as you can include multiple fields of information that will further qualify your leads as sales-ready so you don’t have to waste your time on the phone with people who may not ever buy from you.
Include fields that ask what type of industry they’re in. What their needs are. What the level of interest is in your product or service. Get as detailed as you’d like. The more you know about your leads, the more qualified and sales-ready they can be.
As certified Gold partners of HubSpot, we utilize their software to perform A/B testing on many of our pages and forms, as well as our clients, in order to determine the best option. Not sure if your form is a bit too long, yet trying to generate as many leads as possible? Don’t fret, simply make two versions, do some A/B testing and you’ll see how each one performs.
The same goes for you companies looking for more qualified leads. Get as detailed as you’d like, maybe even try two different forms, have IMPACT perform some A/B testing, and see which one is delivering more qualified, sales-ready leads.
Want Killer Landing Page Forms?
Interested in optimizing your landing page forms to fit your lead generation needs? Give us a call at IMPACT and learn how we can help!