Brands spend a lot of time on their digital marketing and advertising strategies with the hope of getting traffic. 

For example, they spend on social media, create content, run Google Ads, all with the intention of diverting traffic to their brand website.

However, generating qualified leads from website traffic is not as easy as it sounds. 

According to digital marketing experts, website traffic comprises both high-quality leads as well as poor quality traffic. As a brand, you need to segment the two and trap only the quality leads. 

The question, which then arises is- how are you going to do that?

Well, the simple answer to this is through Lead forms or Lead Generation Forms!

In this article, we are going to look at Lead Generation Forms and discuss some ways to optimize the same. This can help you power your marketing campaigns and ensure you get the right ROIs. 

Lead Generation Forms: What are they?

A Lead Generation Form is a web-optimized form, which captures the name and email of a potential customer. The intention of the lead generation form is to filter the potential prospects into qualified leads. 

People who are filling lead gen forms are already interested in what you are trying to sell them- car booking, free movie tickets, e-books, etc. 

According to Neil Patel, businesses, which have been able to create successful lead generation forms have seen their sales increase by 50%, and costs reduced by 33%! This is something, which all brands need to take into consideration from a performance standpoint. 

Tracing the Customer Journey to Understand the Lead Generation Process

HubSpot states that the journey towards capturing leads begins when a prospect clicks on a CTA put out by the brand. This CTA can be in a blog post, a social media post, Google Ads, or even a YouTube banner roll. 

Once a potential consumer clicks on the brand’s link, s/he is taken to the brand’s Landing Page. This Landing Page can either be a specific page on the website (think Contact Us Page) or any other page, specifically created for campaign purposes. 

The Landing Page contains the Lead Generation Form. Depending on the kind of data, the brand is looking for, forms can be short or long. There are pros and cons attached to both. 

Longer forms (if filled) lead to better quality hot leads but do not encourage volumes, as people are more hesitant to fill them. Shorter forms might lead to many more people filling forms, but they might not be able to filter between traffic and qualified leads. 

Optimized lead gen forms deliver better performance, are more cost affordable, and lead to successful campaigns.

5 Ways to Optimise Lead Forms for Higher Performance and Sales

Place the Form Above the Fold

According to data, all the important aspects of your Landing Page should be placed above the first fold. This means your CTA, your communication, and your Lead Form should all occupy an above-the-fold position. You can use the fold below to place your customer testimonial quotes, social media links, and the terms and conditions part. 

Have a Catchy Call-To-Action (CTA)

Even though everyone is pretty aware of having an attractive CTA, yet marketers seem to miss out on this. CTA’s like ‘Sign Up Now’ or ‘Book your Service’, etc. does not cut ice with the consumers anymore. It is important that brands strike aspirational and experiential CTAs as part of their marketing campaigns. The more attractive the CTA, the higher the conversion. 

Be Transparent in your Terms & Condition

Folks do not want to be bombarded with spam emails, text messages, or calls. Ensure that they know what they are filling in the form for. Being honest will get you your fair share of admirers on the web. If possible, make the audiences aware of what you are going to do with their data. This will help build our credibility as a brand and can be used in a future marketing strategy. 

Remove Distractions around the Lead Gen Form

You do not want to have too many content, images, or videos near your lead form. As a brand, you want your customer to see three important things on your Landing Page- your communication, the CTA, and the form. This is why it is essential that you clear all the clutter. You need to help people take the right action on the landing page. 

Do not have any Extra Fields

You do not need customers to spend energy on even one single word to encourage more conversions. It is essential that the number of fields is pre-decided upon and has some thought and strategy behind it. Important fields, which are going to help should be there, but irrelevant ones should be struck down as soon as possible. 

The Final Word

Brand marketing experts, SEOs, and CEOs should start paying lead forms the importance they rightly deserve. Without an optimized, well-researched, and strategic lead gen form, your marketing campaigns will never be able to return the kind of performance you are looking for. 

About The Author

Shahid Shahmiri is a digital marketer by profession. He supports SME’s with proven tactics to grow and achieve goals and objectives. Shahid is passionate and focused on SEO and Lead Generation. He is accountable for analyzing SEO, marketing, growth hacking.

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