Running a business means you’re probably always on the lookout for new customers. This can be tough online, where there’s so much content vying for your audience’s attention. Even if you’ve built a beautiful website, it can be difficult to get visitors to stick around and interact with it.
That’s where a lead capture form comes in!
These marketing gems can be used in many ways throughout your website. In particular, they’re especially useful for gathering valuable data about your leads and increasing conversion rates.
In this article, we’ll look deeper into what lead generation forms are. We’ll also discuss why you should include them on your site, and how to get site visitors to click on their Submit buttons. Let’s get started!
Whether you know it or not, you’ve probably filled out dozens of lead generation forms. Some common examples include user registrations, contact forms, opt-in forms, and email subscription sign-ups. They’re the entry points to your site’s “lead capture funnel,” which means they gather the information you need to convert visitors into customers.
According to Kissmetrics, 96% of people who go to a website don’t go with the intention to buy something right away. Building high-quality lead generation forms that follow best practices can do a lot to help boost your conversion rate and turn your visitors (think of them as “qualified leads”) into customers.
Although they may seem like small details, lead generation forms are key to any site’s success. For example, getting visitors to register on your website can make them feel as though they’re part of an online community. This helps build brand loyalty that may steer them towards your site when they’re ready to purchase a product or service you offer.
Similarly, contact forms that enable users to make inquiries about offers can streamline the conversion process. By putting you directly in touch with leads, these forms allow you to easily respond and seal the deal.
Finally, email marketing is still a highly effective strategy. Building your email list and collecting information to craft targeted content is a vital part of a successful marketing plan. High-quality lead generation forms can help with that.
Designing a great sign-up form is only half the battle. Getting people to actually fill them out without abandoning them can be a bigger challenge! Let’s take a look at five tips for getting site visitors to follow through.
1. Offer Incentives to Attract Visitors to Your Forms
Most people enjoy receiving discounts or free products. Many are willing to “pay” for them by giving you their email addresses or signing up for an account. This makes coupons and other special offers smart ways to incentivize your lead generation forms.
Take ThredUp, for example. This online thrift store offers a pop-up for a 50% off coupon in exchange for your email address.
Some other potential incentives include free trials, e-books, online courses, or sample products. At CrazyEgg, users receive a free heatmap for submitting their website address. All are workable options as incentives you can offer site visitors in return for filling out your capture form.
2. Review the Length of Your Forms to Prevent Abandonment
Generally speaking, website users like to complete tasks quickly. Keeping your forms short and simple will likely yield the highest conversion rates. That said, you also want to gather as much information as possible about your potential customers.
Elements such as progress bars can help extend users’ patience when it comes to filling out multi-step forms. Breaking up questions into sections and tabs is also a way to make forms feel shorter.
For instance, BrokerNotes has a 46% conversion rate through their “un-form,” which provides an interactive experience for users guided by helpful breadcrumbs. It gathers a lot of information, while also providing users with incentives along the way.
3. Leverage Social Media to Promote Lead Generation
Incorporating social media might seem like a no-brainer when it comes to marketing. However, it can also boost access to your lead generation forms via tools such as Facebook Lead Ads.
Additionally, enabling users to create accounts using their favorite social platforms can increase your registration count. In fact, 77% of users think social login is a great idea and wish all sites offered it.
By shortening the registration and sign-in processes, social logins can help combat “account fatigue” and increase the likelihood of visitors becoming members. Additionally, this strategy makes it easier for you to gather information on your users, which you can then use to improve your marketing strategy.
4. Test Your Forms to Find and Fix Errors
Once you dive in and design a lead capture form that suits your goals and branding needs, you’ll want to make sure it actually works. Regularly testing your forms can help avoid a high bounce rate, incorrect information, and user frustration.
High-quality forms often follow basic web design best practices, but there are a few exceptions and considerations. You’ll want to review your content and structures for elements such as title consistency, error message language, button content, and more.
You might also consider instituting A/B testing. This process involves creating two versions of a form and trying them out to see which one works better. Just remember to be careful when setting this system up for your forms, as there are some technical aspects to consider that could cause the test to fail.
5. Eliminate Distractions and Friction to Decrease User Frustration
When users try to fill out your lead capture form, they shouldn’t feel like they’re working. The best way to avoid this is to reduce “friction” such as error messages, data that fails to load or send, and unclear instructions.
To do that, keep vital elements such as form field labels, layout, placement on the page, and even Call to Action (CTA) color choice in mind. Doing this will help point users in the right direction to complete your form.
Similarly, distractions can also cause a dip in your conversion rate. Distractions include anything that prevents your visitors from engaging in the action you most want them to take. The closer a user gets to completing the desired action, the fewer elements you should have on the page to draw their attention away from the ultimate goal.
If you’re using WordPress, you’re one step closer to taking advantage of lead generation forms. There are several plugins available to help you incorporate them into your site; one of the most popular is OptinMonster.
OptinMonster enables you to create popups to re-engage visitors who are leaving your site and encourage them to fill out your lead generation form. The tool also makes creating different form layouts easy. Pairing this and other tools with a fast, reliable WordPress host can improve your site’s user experience and increase your chance of capturing leads.
Our automatic updates and strong security defenses take server management off your hands so you can focus on conversion rate optimization.
Building a client base can be challenging. However, knowing that your lead generation forms are consistently converting at a high rate can provide you with some comfort as you grow your business.