8 Tips on How to Build a Good Leads Generation Form

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One of the essential components of a Leads qualified (potential customers) is the capture form .

Many people spend a tremendous effort to put together an offer and attract visitors to the site, but ends up sinning in the most sensitive part of the conversion: which contact information ask for the visitor.

The result ends up being a conversion rate very low.

As an example, the case of the hot site of the new Jetta Volkswagen, as well perceived by Marcelo Toledo last week by his Twitter. The image below shows the registration form to request the user to receive more information about the car.

They point the enormous amount of fields as well as the request for sensitive information, such as the CPF. Not to mention the issue of requiring the creation of a password … I can bet that a lot of people gave up to register after seeing this form.

On the other hand, the solution is not to go to the other extreme and not ask for anything.

The information of the leads are important to better identify what kind of person your site is attracting and especially to provide sufficient data for your sales team to qualify and start an approach with the best Leads .

Thinking about it, we selected 8 tips for preparing a good Leads conversion form:

1. Emphasize what you get in return for filling out the form

As much as the call on the previous page has been done to the benefit that the user will receive the promise, allow visible in which conversion page is this benefit.

For example, in the case of offering an eBook ( see a sample here ), show the cover image of this eBook.

2. Ask only essential information for the qualification of Lead

Remember that this form is only the first step of their approach to the potential customer.

Think what are the really relevant information for you or your sales team can make the initial filter, noting that the more there are fields in the form, the lower the conversion rate.

3. Do not ask for sensitive information and / or you can pick up after

As in the example of the Jetta mentioned above, ask for information such as Social Security right away is something that scares potential customers.

This type of information can also be obtained easily later in the sales process.

4. Take an immediate response to the user after filling

If the form “hide” unique content, release the link to the content immediately after the user fill.

Also, send the same information by email to him (a) in the sequence. So he will have a second chance to consume content, possibly in a more appropriate time.

5. Transfer to your team the information generated Lead

Ensure that the system will automatically send an email to your team so that a new Lead is generated containing all the information filled in the form and any additional information obtained by tool Web Analytics .

It is also important to save this information in a database for future reference.

6. Make it clear to the visitor that you do not intend to send spam

It is important to put together to form a warning that you are committed to not use those contact information for other purposes, much less for sending spam .

Write something short, objective and clear Portuguese, not those privacy policies of three pages that nobody reads.

7. Avoid the user having to think and write very

Try not to place text fields with open questions where you need to think hard about what to write. The ideal is to make objective questions and, if possible, leave you with well-defined response options.

It even facilitates the process of automatic qualification Leads future. It is also common to leave a single optional field at the end of the form to a more open question.

8. Pay attention to small details usability

Avoid some small usability errors that are committed frequently and hinder the conversion, such as:

  • Abuse of small sources and low contrast;
  • Leave a Delete button (Reset) at the end of the form;
  • Having an extra field “email confirmation”;
  • Do not take the call to action sending to reinforce the expected benefit (use “receive the eBook” instead of “send”, for example).