One of the essential components of a Landing Page for generating qualified Leads (potential customers) is the capture form .
Many people spend a tremendous effort to assemble an offer and attract visitors to the site, but end up sinning in the most sensitive part of the Conversion: what contact information to ask the visitor.
The result turns out to be a very low conversion rate.
As an example, we can mention the case of the hotsite of Volkswagen's new Jetta, as Marcelo Toledo noticed last week on his Twitter. The image below shows the registration form requested for the user to receive more information about the car.
Attention is drawn to the huge number of fields, as well as the request for sensitive information, such as the CPF. Not to mention the question of requiring the creation of a password ... I can bet that a large number of people gave up on registering after seeing this form.
On the other hand, the solution is also not to go to the other extreme and ask for nothing.
Leads information is important to better identify what kind of people your site is attracting and especially to provide enough data for your Sales team to qualify and initiate an approach with the best Leads .
Thinking about it, we selected 8 tips for the good elaboration of a Leads conversion form:
1- Emphasize what the user gets in exchange for filling out the form
As much as the call on the previous page has already made the promise of the benefit that the user will receive, make it very visible on the Conversion Page what this benefit is.
For example, in the case of offering an eBook, show the cover image of this eBook.
2- Ask only for information that is essential for Lead qualification
Remember that this form is just the first step in getting closer to the potential customer.
Think about what information is really relevant so that you or your sales team can make the initial filter, remembering that the more fields in the form, the lower the conversion rate.
3- Don't ask for sensitive and / or information that you can get later
As in the Jetta example mentioned above, asking for information such as CPF right away is something that scares potential customers.
This type of information can also be obtained easily later in the sales process.
4- Give an immediate response to the user after filling
If the form "hides" exclusive content, release the link to the content immediately after filling in by the user.
Also, send the same information by email to him / her next. This way he will have a second chance to consume the content, possibly at a more suitable time.
5- Pass the generated Lead information to your team
Ensure that the system automatically sends an email to your team as soon as a new Lead is generated containing all the information filled in the form and any additional information obtained by the Web Analytics tool.
It is also important to save this information in a database for later reference.
6- Make it clear to the visitor that you do not intend to send spam
It is important to place a notice next to the form that you agree not to use that contact information for other purposes, much less to send spam .
Write something short, objective and in clear Portuguese, not those three-page privacy policies that no one reads.
7- Avoid making the user have to think and write a lot
Try not to put text fields with open questions where the user needs to think a lot about what to write. The ideal is to ask objective questions and, if possible, leave him with well-defined options for answers.
This also facilitates the automatic qualification process for Leads in the future. It is also common to leave a single non-mandatory field at the end of the form for a more open question.
8- Pay attention to the small details of usability
Avoid some small usability errors that are frequently made and hinder conversion, such as:
- Abuse of small fonts and with little contrast;
- Leave a Reset button at the end of the form;
- Have an extra “email confirmation” field;
- Do not take advantage of the sending call to action to reinforce the expected benefit.