Complete Guide On How To Set Up A Good Lead Registration Form
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Complete Guide On How To Set Up A Good Lead Registration Form
Presented By
Black Pearl Matrix
Tips for Creating a Good Lead Conversion Form
- Know Who Is Downloading Material
- Build a Base and Intelligence in Leads
- Analyze the Performance and Effectiveness of Materials
- Have a "Launch Pad" for Every New Material
- Emphasize What the User Gets in Exchange for Filling Out the Form
- Ask for Only Essential Information for Lead Qualification
- Give Immediate Response to User After Completion
- Safely Save Generated Lead Information
- Make It Clear To The Visitor That You Don't Intend To Spam
- Avoid Making the User Have to Think and Type Too Much
- Pay Attention to Small Usability Details
The Leads registration form is a type of form that requests some basic information so that, in exchange, the visitor has access to a material or other benefit. Allows you to collect contact data through landing pages and create your lead base.
Many companies put a lot of effort into putting together an offer and attracting visitors to their website, but end up missing the most sensitive part of the conversion step: which contact information to ask the visitor.
The result ends up being a very low conversion rate, which can cause a series of problems, such as a drop in ROI (Return on Investment).
To help you get good results, we’ve put together this guide that shows you the areas to focus on when creating forms and the best tips for creating your own.
What makes a successful landing page? Creativity, objectivity, short form, a little fun?
4 Reasons to Put Rich Content Behind a Form
One of the most effective ways to convert your website visitors into leads is to offer educational and value-added content such as eBooks, whitepapers and webinars. In return, we ask for some contact information from that potential customer (such as name, email, phone, etc.). Thus, your company can continue the relationship, preparing this lead over time.
The ultimate goal is that, at the right time, you can make the sales pitch. But in addition to this possibility of nurturing the lead, we present four more reasons for your company to use forms in exchange for this content.
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1. Know Who Is Downloading Material
What do you prefer: having 300 downloads of your material and not having the slightest idea who these people are, or having the contacts of 100 people who filled out the form, knowing that they were really interested in the subject?
By gradually building knowledge about what type of people are downloading content, we progressively build knowledge about what type of people the company is attracting with its digital marketing efforts.
It is common to use this knowledge to calibrate your actions. As an example, you can post more or less technically, invest more in a certain channel and less in another.
2. Build a Base and Intelligence in Leads
With data capture by form, it is possible to aggregate all this lead information into a single database, adding additional information when new conversions and interactions occur over time.
For each lead, for example, it is possible to know:
1. Which traffic source originated the first visit;
2. What other materials were downloaded;
3. What is your profile;
4. What interactions he had with the company on social media.
This information is essential for the commercial area to be much more effective in its actions.
3. Analyze the Performance and Effectiveness of Materials
Without lead information and history, it becomes more difficult to analyze what type of material is being effective in attracting or converting them into customers.
A complementary effect of this is that the company may end up being discouraged from creating new materials and maintaining or expanding investments in digital marketing, as it is difficult to analyze its real contribution to generating business.
Having access to this history makes it easier to prove the contribution of good materials within the sales process.
4. Have a "Launch Pad" for Every New Material
By capturing lead contacts, mainly email, this list accumulates in your base, and your company does not always need to “start from scratch” with a new disclosure. To launch a new product, in addition to promoting it on the company’s other marketing channels (Facebook, Instagram and blog), you can send a promotional email to this list.
When this happens, the e-mail reach is greater than in other networks, as people do not “lose” the messages they receive. More than that: as leads have already downloaded some other material, they already trust and know what to expect from your offer, and consequently convert again.
This is an important step to make this lead base increasingly aware of the problems they have and encourage them to become your company’s customers.
8 Tips to Create a Good Lead Conversion Form
Lead information is important to better identify what kind of people your site is attracting and, mainly, to provide enough data for your sales team to qualify and initiate an approach with the best leads.
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With that in mind, we have selected 8 tips for developing a lead conversion form:
1. Emphasize what the User Gets in Exchange for Filling Out the Form
Make it very visible on the conversion page what the user has to gain in exchange for filling out the form. For example, in the case of an eBook offer, show the cover image for this eBook.
2. Ask for Only Essential Information for Lead Qualification
Remember that this form is just the first step in your approach to the prospect.
Think about what information is really relevant so that you or your sales team can make the initial filter. Keep in mind that the more fields there are on the form, the lower the conversion rate.
3. Don't Ask for Confidential Information From the Start
Asking for confidential information or any other personal documents right away is something that scares potential customers.
This type of information can also be easily obtained later in the sales process when it is really needed to be used. In the beginning, focus on capturing only the data that is important to continue the relationship with your base.
4. Give Immediate Response to User After Completion
If the form exists, to deliver unique content, release the link to the content immediately after the user completes it.
Also, send the same information via email below. That way, your audience will have a second chance to consume the content, possibly at a better time.
5. Safely Save Generated Lead Information
Make sure that the system sends the data filled in automatically to your registration base as soon as a new filling occurs, containing all the information entered in the form and any additional information obtained.
With personal data protection laws, it is important to save this information in a secure tool or database.
6. Make It Clear To The Visitor That You Don't Intend To Spam
It’s important to include a disclaimer on the form that you agree not to use this contact information for anything other than spamming.
Write something short, objective and clearly worded and include the information in your privacy policies.
7. Avoid Making the User Have to Think and Type Too Much
Try not to place text fields with open questions where the user has to think a lot about what to write. The ideal is to ask objective questions and, if possible, leave well-defined answer options.
This further facilitates the process of automatically qualifying leads in the future. It is also common to leave a single non-required field at the end of the form for a more open-ended question.
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8. Pay Attention to Small Usability Details
Avoid some small usability errors that are often committed and hinder the conversion, such as:
1. Abuse of small fonts with little contrast;
2. Leave a Reset button at the end of the form;
3. Have an extra “email confirmation” field;
4. Not leveraging the send call-to-action to reinforce the expected benefit (use “receive the eBook” instead of “send”, for example).
We Need to Talk About Long Forms
Do you know what is important to ask your potential customer on a landing page? About 25% of our Black Pearl Matrix Marketing users use 6 or more custom fields in their LP form. Do you think this number is low or high?
Although the type of business and the target audience are factors that influence this analysis, one thing is certain: the more fields your lead registration form requests, the lower the conversion rate will be.
Review your own experience with forms. Are you comfortable filling out a long form? Or do you immediately think about the time it will take to complete it?
Below We List Top 3 Problems With Long Forms With Some Clear Examples
1. Low Conversion Rate
Research conducted in 2020 showed that, a form focused on lead generation had an average of 11 fields and had an average conversion rate of just 17%. According to a much more recent study by QuickSprout, as of this year, reducing fields from 11 to 4 fields can increase conversion rate by up to 120%. Observe
This decrease in the number of fields brings a very clear advantage: more leads converting on your landing pages.
“Your user’s conversion experience should be as simple as possible.”
2. Frictions That Make for a Bad Experience
Which of the two landing pages would you convert to?
A landing page with 11 fields or a landing page with 5 fields.
Suppose you have to answer more than 10 questions to download the eBook. You quickly think about value for money. As you don’t have much time at the moment, you end up leaving it for later.
Now imagine you have the same time as the previous situation but the eBook is offered on the second landing page. What do you do?
3. Low Lead Data Quality
Leads generated in the B2B market often have poor data quality, that is, they have problems such as duplicate data, invalid entries, invalid emails or unfilled fields.
Dirty data or little data in the base, are highly harmful for your Email Marketing campaigns (deliverability problems, spam, bounce), customization of your campaigns (imagine the variables with fields filled in incorrectly), inefficient lead qualification and low team productivity of sales.
Increase Conversion Rates and Get More Data with Smart Forms
Every time your lead fills out a landing page form, you’ll gather new information over time, keeping your forms short and simple to fill out.
This allows you to accumulate more information from each of your leads without causing conversion friction.
Choose What to Ask on Your Landing Page
What information is essential on your landing page?
Material designed to attract visitors to your site, with most of these visitors still not knowing your company, does not need to ask for very sensitive data.
If you’re offering top-notch material, is “phone number” the highest priority information to ask for?
To clear this doubt, check below:
What are leads doing at this stage? What information do you need to advance or qualify these leads?
Examples are:
1. Top of the Funnel – Leads are doing research, discovering a problem and not ready to buy your products/services. Think about what information is needed to send emails and start a relationship with that lead. Email, lead name, company name.
2. Middle of the Funnel – Leads here are starting to get more in touch with your business and are looking for a solution to their problem. They are downloading more content from your company. Think about what information is needed to know if the lead has a good or bad profile. For example, company size or position in the area in which it operates.
3. Bottom of Funnel – Leads here are comparing solutions and will contact you. They are interested in testing the product, seeing the differentiators and talking about prices. Since you already know their problem, think about what information is needed to inform your lead and qualify them.
To decide the right number of fields to display on your landing page, you need to know if your goal at the moment is quantity or quality of leads.
If you’re offering content to leads that are still in the early stages of the buyer’s journey, you should prioritize reaching higher volume. In that case, the fewer fields you display on your landing page, the better.
But if you’re offering mid-funnel or bottom-of-the-funnel content, you should be able to qualify it in some way. In this case, asking for more fields and information to help differentiate leads is a good way to measure the interest and intent of that lead.
A smart form is a feature that has three main benefits:
1. Increase the conversion rate;
2. Allow to obtain a more complete profile of your leads;
3. Improve lead data quality.
Stop frustrating your leads by asking the same questions every time they’re interested in an offer from you. Repeated questions are a waste of time for you and your lead and generate dirty data.
Impact of GDPL on Creating Forms and Landing Pages
Since the GDPL (General Data Protection Law) is in force, several questions arise about how to deal with the lead base, what needs to be adjusted on landing pages and registration forms, in addition to several others that arise every day.
But we can make it clear that lead generation practices will still be possible and widely used. However, the main care is in relation to the adequacy of the legal bases. Let’s analyze this point when we talk about creating forms?
It is worth remembering that you can check out more details about the law in the complete post that talks about the principles of the GDPL: The Importance of Adapting the Legal Bases.
Disclaimer: The purpose of this topic is for informational purposes only; we do not provide legal advice nor are we responsible for actions that may be taken by third parties.
The Legal Basis for Lead Generation
To collect data from a lead, it is necessary to define the appropriate legal basis for each collection case, that is, what is the hypothesis of the law that authorizes the collection and use of data from that lead.
There are two legal bases that tend to be the most used for lead generation: consent and legitimate interest. In forms, you can use consent as a rule to request filling.
Consent on Landing Page and Forms
What needs to be done when your company opts for the legal basis of consent?
First, it is important to mention that soft opt-in practices tend to be null, that is, those that already have pre-marked checkboxes, in which when the user registers on the landing page, he is already automatically subscribed to your list.
It is possible to request consent through a checkbox without pre-ticking.
Another option is to replace the checkboxes with “yes” or “no” fields to indicate consent. In this case, unlike the checkbox, filling in the field may be mandatory, as the lead has the option to refuse.
Regarding form fields, there are several other ways to get consent from your leads. The important thing is to bet on creativity and transparency of information.
Another important change is the insertion of information about your company’s privacy policy. This should preferably be done via a checkbox or a hyperlink at the bottom of the form (in clear lettering) that redirects to the policy.
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Actions to Avoid Wasting Leads Due to Filling Errors
Some measures can and should be taken to minimize the possibility of invalid entries on your landing pages and registration forms:
1. Form Criticism
The form review (HTML attribute that makes a final check on the form fields) is the first step to avoid the most common errors in forms. It works as a syntactic analysis of the addresses in the field where the email will be typed.
The review is able to identify the absence of characters such as the sign (@) and the use of invalid characters such as semicolons or slashes.
It is true that criticism eliminates most mistakes made in forms. However, it cannot understand typos that do not invalidate the email syntax. If the e-mail has an at sign and no invalid characters, the address passes the scrutiny of criticism, but it is not safe from continuing to be an invalid address.
2. Repeated Email Request
Many forms ask the visitor to enter their email address twice, in separate fields, during registration to ensure the same address is entered. This would theoretically eliminate the invalid email issue.
However, the requirement for this field can be a little annoying for the visitor who is using a smartphone and annoying them is the last thing we want in lead generation time!
3. Dual Activation
Confirmation of registration by e-mail (or double opt-in) is the definitive solution to the problem of the validity of e-mails in forms.
As soon as the recipient needs to receive an email and click on the registration confirmation link, the Invalid Lead problem is 100% solved, right? Just not!
While an excellent solution, double opt-in not only prevents invalid lead generation, it also prevents potentially valid lead generation!
As the recipient needs to interact with the email your form sent for it to become part of your database, some obstacles become part of your lead generation flow:
1. Return delay: Visitor may not access their email account immediately and their confirmation email may be forgotten;
2. E-mail blocking: your message may be directed to the recipient’s e-waste (spam box);
3. Impossibility of correction: If the email entered is invalid, no email will reach the recipient who has probably already left your form. If so, how can I request that the email be corrected?
4. Real Time Validation
The most current solution to avoid common errors in registration forms, seeks to combine the best of existing solutions. This is real-time email validation.
In practice, when a visitor types an e-mail in a registration form protected by a validation system in real time, the field is analyzed regarding its syntax (meeting the technical criteria for criticizing the form) and its validity (through the analysis of the domain and the existence of the e-mail address even before any sending).
In these cases, even discarded emails are detected by performing email validation after registration, correcting domains with common errors and indicating which emails are valid and which are invalid.
There is also an integration to validate emails directly on your landing pages.
FAQ – Frequently Asked Questions About How to Set Up a Good Lead Registration Form
1. Who Works with Leads?
2. What is a Lead on Instagram?
3. Is it possible to stimulate leads and customers?
4. What Should a Form Have?
5. What are Example Leads?
Conclusion
To create an effective form, focus on the information you really need to request on a lead registration form, always asking the following question: What is the minimum amount of information needed to be requested to move the lead forward in the sales process ?
For those who ask for a product demonstration, for example, or require contact with the sales team, it may be necessary to use several other fields to identify whether the service is really worth doing.
At this point, it is also important that the marketing and sales areas are aligned to know if the requested information is sufficient to qualify a lead.
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