Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eu nunc aliquet augue consequat semper. Vestibulum faucibus

10 July 2020
Based on the implementation of more than 200 lead forms, the attraction of 1 million visitors and the conversion of more than 130,000 B2B leads, SuperOffice marketers identified 3 main areas of lead generation using forms - we hope they help you generate more potential customers.

1. Number of fields

It is believed that the more fields you add to the lead form, the fewer people fill it. This widespread opinion is based on the results of a study published in 2010 of more than 40,000 lead forms, which showed that if you reduce the number of fields in the form from 4 to 3, the number of people filling it will increase by 20%.

However, in practical implementation, this hypothesis does not always justify itself: “Given that our main problem is to generate leads, we, as B2B marketers, immediately took the opportunity to improve the performance of filling out forms and reduced the total number of web form fields from 4 to 3. But it turned out as always: if something works for one company, there is no guarantee that it will certainly work for another. Therefore, we decided to check the length of the form ourselves. One test, in particular, included twice as many fields (a total of 8). Surprise, surprise - we found that the more fields you include, the more leads you generate! ” That's right - the longer SuperOffice web form has increased the number of leads by 50%!

The long and short forms have the same fields “Name”, “Company name”, “Email” and “Phone”. However, the long form is characterized by the presence of 4 additional fields “Position”, “Size of the company”, “Industry” and “Country”.

Do you know what is the most interesting?

Users who completed a longer form were leads ready to purchase.

According to the company's sales team, “when we called, these leads showed deep involvement, high openness when discussing their needs for a customer relationship management system, and a strong commitment to CRM as the philosophy of their organization.”

If your lead forms have only 3 fields, it may be time to think about adding one or two more - and conduct a split test to see how well a modified version of the form will be effective compared to existing ones. By doing so, you can end up generating twice as many potential customers!

Running a split test of the number of fields in the lead form is very simple - you need to create a copy/copies of an existing landing page (“Copy option”), specify the traffic distribution ratio (“Weight”) for each version, make changes to the form and observe the reaction visitors. The number of page options for split tests is not limited, so you can definitely find a winning option.

2. Web forms and CRM integration

The most successfully B2B marketing teams have their own formalized lead processing procedures. Surprisingly, 46% of all lead data is stored on the Google Docs platform. Such a lead processing process requires the intensive use of repetitive “Copy” / “Paste” actions.

But regardless of whether you store lead contact information in an Excel spreadsheet, content management system (CMS) or Google Docs, the vast majority of processing processes look something like this:

1. The lead enters his contact information and sends it through the form.
2. Lead data from the contact form is stored in your CMS.
3. The marketing assistant copies the data to the Google Docs spreadsheet.
4. The marketing assistant checks to see if a customer profile exists in your CRM system.
5. Then the marketing assistant copies and pastes the data into the CRM system.
6. Then, the marketing department informs the sales department about the new potential customer by e-mail.
7. The sales representative on the calendar notes the time at which he will contact the new lead.
8. A sales representative calls the lead and invites him to a product demonstration or offers to install a free trial.

Nowadays, a marketing representative or someone else can take on some marketing tasks. However, for the most part, this is usually the same standard process. The problem is that this is not an optimal process.

Contact information may not be copied correctly or the sales departments may be busy, and then the lead will become “cold”.

Simplifying: Manually processing leads, you are missing out on business opportunities. If you are looking for a more efficient lead processing process, then consider integrating contact forms with your CRM.

Integrated web forms collect contact information and put it directly into your CRM system. There is no longer any need for a middleman to copy and paste data. The use of integrated web forms makes the processing process hassle-free, saving you time and resources, as well as preventing errors associated with manual data entry.

If you are already generating leads using Pulsarcallback or are just going to do it, you can send requests left by leads to any of the CRM systems, and not just to the one that is built into the service. In addition, with the help of technical support, you can configure integration with the CRM of your choice, so that the lead source is put in the system automatically, and when you contact the client there is more information about it.

3. Application response time

So, your lead data is automatically sent to the CRM system, and the sales representative immediately receives a notification about a new potential customer. But the sales representative is busy. He does not call. The lead is "cooling", the sale is lost. If you do not track your leads, no recommendations regarding the lead form will help you.

Earlier this year, SuperOffice marketers analyzed lead response times from 1,000 companies and found that the average response time was 12 hours and 10 minutes.

A qualitative criterion of the response speed is shown horizontally: from the fastest response time (1 minute) through the average response time (12 hours 10 minutes) to the slowest (Slowest response time), for which it took 8 days. A quantitative indicator of the response speed (in hours) is displayed vertically.

This is not a good indicator.
All the trust that you have gained on your landing page - with the help of convincing marketing texts, demonstration of awards, placement of logos of famous customers, and reviews - all this is lost. Even worse, the lead you ignore will forget about your company and instead become your competitor's client.
And when someone asks him about your company?

Here is what he will answer:

“Well, I sent them a request but did not receive a response. So I registered with [competitor's name]. "

And in this way, you lost two customers. Or even more.

The basis of successful lead generation is closely related to the process of processing leads and subsequent tracking of their actions. One cannot succeed without the other, and a weak link destroys the program as a whole.

Although this is the third - and last in order - advice on the most advanced ways to use lead forms, it is perhaps the most important. You will be able to correctly determine your response time to a request or lead action - and you will get new customers. If you make a mistake, do not attract any new business users.
Published in Marketing
Tagged under
10 July 2020
About 10 years ago, we had to repeat our question to the voice assistant several times. Nowadays speech technology does its job no worse than people. And they do it very convincingly! In 97% of cases, those who are called by “intelligent” virtual operators do not understand that they are communicating with the bot.

Where are speech technologies used?
Voice systems already "speak" on behalf of various fields: healthcare, education, housing and communal services, energy, the banking sector, and many others. The areas of application of speech technologies can be listed for a long time. They are already changing our lives, and imagine how they will develop in 10 years!

Why do companies implement voice technology?
By 2030, artificial intelligence (AI) should increase global GDP by 14%. Nowadays 60% of business representatives consider the use of chatbots in business processes related to customer service. Especially actively it is used in call centers. Voice technologies are designed to control and improve the quality of service, streamline processes, and monitor compliance with corporate standards and increase sales. According to our data, speech technologies can increase sales from 16 to 25%, regardless of product or service.
Not only call centers of large companies are interested in developing speech recognition tools. For example, a global voice authentication request is being generated in financial institutions, healthcare institutions, and the public sector. For the largest UK banks, HSBC and Barclays, this helped reduce customer recognition time from 1.5 minutes to 10 seconds.
Smart voice bots are also gaining popularity. When automating incoming and outgoing calls, an “intelligent” bot almost completely replaces a person: adapts to emotions, context, and can conduct complex dialogs. The voice chatbot uses speech synthesis or pre-recorded text and speech responses. Sometimes he juggles them so skillfully that the average person is very difficult to recognize the robot.

Advantages of audio-bots technology
First of all, the call cost of such a bot is 2-3 times lower than in the case of a live operator. According to our and international experience of colleagues, bots can replace up to 30% of the daily routine operations of call center employees. The next thing is, that such systems operate hundreds of times faster than humans, but this speed depends on computing power. At the same time, speech technologies cost companies cheaper than human labor: 1 bot can replace 100 operators. Worth mentioning is the speed of deployment. If, in anticipation of an unplanned action, you need to call several thousand people in a week, and you have only a few employees. You will not be able to quickly hire and train such a number of people - a bot can take up the matter. Voice assistants makeup to 1 million calls per day and do not spend time for lunch or coffee, they are always on alert.

Our team successfully develop and implement chatbot technology for each type of business in the Internet.
Click here
Published in Marketing
Tagged under
10 July 2020

As an introduction, we want to tell you a short story. It was a long time ago when social networks and Internet were not so popular and did not offer many products and services. Then, a young freelancer saw the neighbor’s photo of her family and liked it so much that he take the number of telephone of that photographer and immediately called him. He left him a voicemail with an offer to create the website – he thought that people have to watch his great works. The websites were a new thing at that time, not many companies had their pages in the Internet. Now each company can have its website, be first in search engines and have thousands of subscribers in two weeks. That is why the freelancer did not hope too much that the photographer would call him back. But that’s how he acquired his first customer.

Published in Marketing
Tagged under
10 July 2020

Hello, my name is Jane, and sometimes I like to spend a weekend with my boyfriend outside London – usually we rent a car to travel in England or fly to some cozy European city.

Recently I had good cause to organize a little break - two weeks remained before my boyfriend's birthday, and I decided to give him a romantic trip for a couple of days. Not having a lot of free time to call the travel agencies during the lunch break, I quickly found several websites and left requests on the possibility of organizing a weekend for two. In total, I sent 11 requests….

Published in Crash test
Tagged under
10 July 2020
8 Online chats on the website
It appeared in 2006 and became the hope of entrepreneurs in the competition – online chat on the website. That was a great idea, which captured thousands of websites but turned to a useless. Operators answer very slow sometimes. And let’s be sincere… if we are fixed on buying something, we’d better call than chat. So, online chats that take agents’ time occupy the 8 th  place in the ranking of the customers' distractions. 

7 Blocking window on the exit
This is frequently abused by different websites. This blocking window on the exit “Are you sure you want to leave this website?” But the principal question is: how many people changed their mind and stayed on this website? 100% annoying window is under the number 7. 

Published in Marketing
Tagged under