25 Jun 2020

Forms implementation in your lead generation

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.
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