Lead capture forms are created to encourage visitors to your website to leave their contact details. They are usually enticed by offers of a free online download or subscription savings. Perhaps you have encountered a lead capture form from company’s like Action Mailing when browsing a web page.
But are lead capture forms still applicable? For one thing, some users may not want to spend time filling out information in exchange for whatever is on offer. Other users may feel uncomfortable giving out personal information online to an unfamiliar web page.
Is it still useful to site owners and marketers? To gain contact details, marketers focus on how the form looks and is placed on the webpage. They look for ways to improve the image and make filling in details more user-friendly and beneficial to both parties. With the time and effort dedicated to creating an attractive and accessible lead capture form, some question if they are necessary or already a thing of the past.
The truth about lead capture
In general, lead generation forms are very much alive and still used by almost 75 percent of marketers. Marketers usually use email lead capture to gather information from their website viewers, using a form as an attachment or connected to their website. However, it has been modified into other methods such as live chats, chatbots, popups, or quizzes.
With the various new options, it can be confusing which one to use on your website. If you are thinking of adding a lead generation form, a few pointers can help you decide which lead capture method is best suited for your business:
- While website owners use chatbots nowadays, their effectiveness in lead capture is inconclusive.
- When using a web form, keep it short. The fewer questions the form fields, or the least amount of data to be completed, the higher the possibility of conversion rates.
- Some websites use “lead magnets”—downloadable freebies once a visitor puts their email address on the form. This method is still valid in terms of conversion rates. The top three popular lead magnets are e-books, webinars, and free tools.
How to create an effective lead capture form
A good lead capture form extracts valuable contact information from users without them feeling an invasion of privacy. Here are some practices of experienced marketers:
Do not overwhelm the user
The user may be overwhelmed with typing an online form with all their personal information. Instead, use image select questions, as much as possible, to reduce time spent filling in each box. Clicking images is more appealing since it is easier to complete, and the visitor is less likely to make mistakes.
Use a “smart form”
Instead of manually filling the whole information box, design software, so the questionnaire is pre-filled if your target customer has previously submitted data. This can include basic information such as their name and mailing address.
Get creative with your call-to-action
Instead of using generic words like “buy now” or “download now”, use other words that can be relatable to the target user. Give the user a reason why he or she needs to sign up to the form.
Lead capture forms are still relevant but need to be well planned and presented to increase conversion rates. Spending time giving personal information online to an unfamiliar website without any personal gain does not sound logical. Therefore, the process needs to have a two-way benefit. Achieving a win-win situation is the sign of a good marketer.