Collecting information from prospects is the heart of B2B lead generation. For marketers to be able to define prospects as leads and funnel them into the sales process, they need to have specific details to be used as qualifiers. The question is: which details? Second question: how do you gather these details?
Form information must be “intelligent”. You don’t necessarily need to collect as many information from the prospect – you only need to get those which are useful in converting them into leads.
More than half of all B2B marketers spend time and resources to optimize their form logic, according to MarketingSherpa. This is proof of how valuable these details are, and considering that you only have one shot at getting someone’s whereabouts, you need to make sure you would get what you need. Here’s how:
- Reduce friction. Friction is anything that could steal attention away from your landing page forms. It could be something from distracting colors, lengthy texts, and over-animated menus, to annoying pop-ups. You only have a few seconds between the time a visitor “lands” on your site and the time he decides to click the back button – so direct his focus to the right place.
- Recommended: 5-10 fields. Eloqua’s study on how many number of form fields are most effective found out that forms with 5-10 fields convert customers 40% of the time. That’s a huge rate, considering that other marketers collect as many as 16 details in their forms and still convert.
- Good-to-have versus Need-to-have. There are pieces of information that are “good-to-have” – that is to say, they are “intriguing” or “trivial” to know about. But does that really help you convert prospects into leads? If it’s only going to cause clutter in your forms, ditch it. It’s a waste of space, time for collation, and in some cases, makes your form a bit creepy.
- Work hand-in-hand with sales. The best advice on landing page forms may come from sales people. They’re the ones who use these details in crafting their proposals and perfecting their pitches. You’d be surprised to know that for a long time, you’ve been passing on information to them which they don’t even care about.
- Try experimenting. If you’re struggling to find the right balance in making your forms optimal for conversion, don’t be afraid to do a little trial-and-error. Come up with 3 formulas that you think are the best ones, run a test on each of them for several weeks, and may the best form win.