Contents
- What is a lead collection form?
- Types of lead collection forms
- Best practices for creating lead forms
- Common mistakes when creating lead forms
What is a lead collection form?
A lead collection form is a special tool that allows visitors to a webpage to enter their contact information. A lead is considered to be a user who shows interest in a product or service and provides their information for further contact. These forms play a key role in converting regular website visitors into potential customers, making them an important part of online marketing strategy.
When a marketer receives contact information from a potential client, it opens up opportunities for further communication. They can reach out to the interested user via phone or email, and in the event of a failed sale, continue to inform them about new promotions, discounts, and product materials. However, to encourage people to willingly share their information, sufficient motivation must be provided.
A user who is firmly determined to purchase a product may be willing to leave their information without additional incentives. However, such customers are few, so many companies use lead magnets—bonuses that the client receives in exchange for their contact information. These can include free consultations, useful brochures, discount promo codes, or even product demos.
Types of lead collection forms
Lead form
A lead form is a block consisting of several fields for data entry and a button for submission. Such a form can be placed anywhere on the page; however, most marketers recommend placing it above the fold so that users do not miss it. Studies show that over 80% of users do not scroll down past the first screen.
Pop-up
A pop-up is a window that appears under certain conditions, such as when a user is about to close the tab or scrolls down to a certain point on the page. This tool can be effective for grabbing attention, but it can also deter users if implemented incorrectly. For instance, pop-ups on mobile devices often cover the entire screen and can be irritating.
Online chat
Online chat is another way to collect leads, typically presented as a button that opens a window for communication with an operator. A visitor can ask a question and, while waiting for a response, fill in their contact details. This is convenient for companies, as it allows them to build customer databases for further communication.
Button
A lead collection button functions similarly to a pop-up but is activated by user click. This avoids the sudden appearance of a window and makes the interaction more comfortable for visitors. For example, a callback button may trigger a window with fields for completion.
Best practices for creating lead forms
When creating lead forms, it is important to consider several aspects to increase the likelihood of obtaining contact information from visitors. First and foremost, the wording should be clear and understandable. The user should clearly understand why they need to fill out the form and what benefit they will receive as a result.
It is also recommended to minimize the number of fields in the form. The fewer data required, the higher the likelihood that the user will leave their contact information. Simplicity and ease of use of the form play a key role in the success of lead collection.
Additionally, attention should be paid to using simple CAPTCHAs, such as "I am not a robot," to protect against spam without creating inconvenience for users.
Common mistakes when creating lead forms
Among common mistakes, the following can be highlighted:
- Unclear wording. Vague titles can deter users.
- Too many fields. Long forms can be off-putting, as they require significant effort to fill out.
- Complicated CAPTCHA. Difficult verifications can lead to user drop-off.
By avoiding these mistakes and following best practices, companies can significantly enhance the effectiveness of their lead collection forms and increase the number of potential customers.