7 tips to improve the effectiveness of your lead generation forms

7 Tips to Improve the Effectiveness of Your
Lead Generation Forms
Slide 1
7 Tips to Improve the
Effectiveness of Your Lead
Generation Forms

Slide 2
1) Keep Your Forms Simple and Open
2) Keep the Number of Fields Down
3) Use Value Based Buttons
4) Include a Privacy Policy
5) Data Verification
6) Always Position Your Forms Above the Fold
7) Test, Test and Test
Overview
Source: Higher Education Marketing – 7 Tips to Improve the Effectiveness of Your Lead Generation Forms

Slide 3
 One of the best rules of good form design to increase leads
is to keep them simple, and let the fields “breathe”.
 This allows the page visitor to “digest” the page and make an easy
choice to engage with it.
 Complex, dynamic, or overdone forms often over-stimulate
the visitor.
 In those few thousands of a second you have their attention, they
may choose to move on, simply because it is too complicated to stop
and try to figure it out.
1. Keep Your Forms Simple and Open

Slide 4
 The fewer fields you ask a prospect to fill in, generally the
more leads you will get.
 But at the same time, the more information you get from a
prospect allows you to follow-up more effectively and
generally convert at a higher rate.
 This is the Catch 22 of lead forms that you have to resolve.
 Go with as few fields as you can, with name, email and
phone number as the key fields.
 Zip-code is a good fourth to get more location detail. With the right
back end software running you can extract the location details from
the postal code/zip.
 Whether to include phone number can be a difficult call.
2. Keep the Number of Fields Down

Slide 5
 The text on the form submit button needs to express what
the button will do when it’s clicked.
 Get information”, “Book your Visit” , “Get our View Book” are
all examples of good value based button text, that provide
relevant and non-intimidating outcomes that have value to
the prospect.
 Spend some time thinking about this text, as it has been
shown that the default use of “Submit” can reduce your
conversion rates by as much as 3%.
3. Use Value Based Buttons

Slide 6
 Always include a statement that tells prospects that their info
will be protected.
 Including a link to your privacy policy is even better.
 As you know, students are very reluctant these days about
providing their true contact info to recruitment offices, so
every little bit of trust you can engender helps to engage and
draw a prospect into your recruitment funnel.
4. Include a Privacy Policy

Slide 7
 It is common to use Captcha forms to ensure that there are
humans at the other end of a lead request.
 However, they can be awkward and rather ugly and the research
shows that they can have a negative impact on your conversion rate.
 If you are having a problem with robots spamming your
forms, you have to make the choice between volume of
leads vs quality.
 "Smart” Captcha offers a bit more finesse, appearing only after a
second attempt to fill you form coming from the same IP address.
5. Data Verification

Slide 8
 It is always surprising to see lead generation forms below
the fold.
 Above the fold means the portions of a webpage that are visible
without scrolling.
 If a particular page is the right page for the form then it
deserves to be above the fold where it can be seen on first
glance, rather than in the middle or bottom of the page,
where few visitors ever actually see it.
6. Always Position Your Forms Above the Fold

Slide 9
 Lead generation forms are very unpredictable elements with
respect to their performance.
 To determine what works best for you, you have to do some
real testing.
 Google Analytics Experiments is a great tool for A/B testing your
forms but there are also a number of really great multivariate testing
tools available out there for the more adventurous.
 You have to learn what works for your programs and then keep
testing on an ongoing basis to keep improving your results.
 Apply the basics first and then expand your knowledge
through form testing. These tips can help you to manage the
volume, quality and overall ROI of your leads.
7. Test, Test and Test

Slide 10
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing
FOLLOW US ON FACEBOOK
FOLLOW US ON LINKEDIN
FOLLOW US ON TWITTER
FOLLOW US ON PINTEREST
FOLLOW US ON GOOGLE+

7 tips to improve the effectiveness of your lead generation forms

Recommandé

Recommandé

Contenu connexe

Plus de Higher Education Marketing

Plus de Higher Education Marketing (20)

Dernier

Dernier (20)

7 tips to improve the effectiveness of your lead generation forms