Components of a Great Web-to-Lead Form

How well do you feel the ‘Contact Us’ form on your company’s website is performing? Are you bringing in relevant, qualified leads — or is it more of a mixed bag? Does your form speak to your target customers and help them engage with you while gathering the information you need to connect with them? How many users start your form but don’t complete it?

There was a time when the standard web-to-lead form was little more than a set of questions that users had to answer before clicking “send”. However, today’s tech-savvy consumer wants to be engaged, or even entertained. They don’t want to feel as if they are completing a task; they want to feel like they’re doing something that will benefit them personally. This means that your lead generation form needs to not only capture contact information, but also meet the lead’s needs.

Not sure where to begin? The following tips will help you create powerful, effective web-to-lead forms with higher completion and conversion rates.

Add personalized value for increased conversion

Use your form to direct the user to products or services that are best suited for them based on the information they provide. This gives your form more of a tool appearance, which encourages completion while capturing the contact information you need. These recommendations can appear when the user completes the form or you can take a more fluid approach, offering real-time recommendations prompted each answer provided. Forms that are constructed in this manner tend to have high conversion rates. It’s like assigning a personal shopper to each user who completes your web-to-lead form.

On your end, it’s easier for you to monitor and evaluate your form’s effectiveness so you can see which leads made a purchase and which ones didn’t. This opens the door for marketing opportunities via email, SMS, remarketing, and other methods. You can use the information gleaned from the entire experience to reach out to valuable leads and draw them back to your site.

Use conditional logic to create more relevant forms

No matter what your business is, chances are the people completing your web form will not all be the same. They may have different job titles, incomes, or other distinguishing characteristics that can drive targeted marketing strategies. This is where building conditional logic into your form can help.

Say your business deals with the culinary industry. You could offer several options for users to self-identify as soon as they reach your form. In this case, the options might be ‘foodie’, ‘beginner cook’, and ‘professional chef’. Based on the answer to that initial question, the form could populate with different questions that probe a little deeper into the user’s wants and needs. After all, there are things you might ask the professional chef that you wouldn’t necessarily ask the beginner cook.

By using conditional logic in your web-to-lead form, you can guide the user to provide more relevant information that can be used in your follow-up. At the same time, you’re offering a better user experience by only asking for information that applies to them.

Make your form look less like a form

Face it — most people just don’t like forms. This can deter people from completing your web form, which means you could be missing out on some vital leads.

Non-standard user interface elements make your form feel less like work and even make it a little fun. Toggle sliders and clickable images get the job done while reducing the cognitive load that a standard form requires. Users don’t have to think and type; they can just click! This increases the likelihood that your form will be completed. And that means you’ll get the information you need to better engage that user and convert them.

Anticipate common objections and build trust by countering them

Take a good, objective look at your form and try to anticipate what may prevent a user from completing it. Do they think they will have to install software or download something? Maybe they doubt the validity of the website due to unfamiliarity. They may think they need a credit card or that their personal information will be shared or sold.

Think about what concerns a new visitor to your site might have, then counter those objections. By inserting and highlighting statements like “no downloads,” “we never spam,” or “trusted by 1 million customers,” you can minimize their objections and instill trust in your company. You should also include a link to your privacy policy.

Pay attention to how your form “speaks” to your users

While beautiful visual design can be extremely effective in capturing leads, you also have to pay attention to the little details that bring a web form together. The way your form looks is what users will notice first, but the way it functions is equally important.

Try incorporating these elements into your web-to-lead forms:

  • Post a value proposition in a highly visible area to remind users why they should complete the form. This can be a statement regarding a download or information they will receive, a promise to connect them with a representative, or an explanation of any other benefit they will gain.
  • When the form is used to elicit contact with a representative of your company, including small pictures of those representatives helps to encourage trust and provides a personal touch.
  • Including a progress bar, even a subtle one, helps with form completion rates.
  • When using text fields, make it clear what type of information is required in each field (e.g. name, email). This can be achieved through the use of placeholder text (sample text in the field that disappears when the user begins typing) or an identifying label placed above or to the left of the field.
  • Keep your call to action clear and your language appropriately friendly, matching the overall tone of your site.
  • Keep your form as brief as possible.

Web-based lead generation forms can be great marketing tools – when done right. With these guidelines in mind, you’ll be well-equipped to build fantastic web forms that capture conversion-ready leads.

P.S. At Method:CRM, we offer endlessly customizable web-to-lead forms that sync directly from your website to your CRM. Click here to learn more!

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