One of the crucial tools used to initiate the conversion process is your form, which acts as the bridge between you and your web visitors. An effective form can be the difference between turning a lead into a visitor or keeping them a stranger. If your visitors feel that filling out your form is tedious, they are more likely to abandon it, killing your conversions. But don’t worry- we’ve compiled a list of four tips to make sure that your form is operating at peak lead capture performance, starting with:
Make the Most Out of Google Analytics
Google Analytics is such an important tool that if it is not a part of your current marketing strategy you need to stop what you’re doing right now and implement it. Without it, your forms lose so much potential. Google Analytics tells you everything you need to know about how users are interacting with your website, including what’s working and what isn’t so that you can improve the overall experience. To begin, look at your conversion paths and ask the following questions:
- Which landing page is the most popular?
- Which pages result in more purchases?
- Which pages cause people to drop off?
To find out why these pages are so popular or why they make people convert you can manually click through the pages yourself, or you could ask customers for their feedback. One of the other major benefits of Google Analytics is that once you segment your analytics by channel, you can take a deeper look into the sources of your traffic to see which channels have a high bounce rate or a high conversion rate. From there you investigate the problem and can revamp the corresponding ad campaigns to make sure your marketing campaign is at it’s most effective.
Focus on the Motivation of Your Leads
When a visitor is filling out one of your forms, chances are it’s for more than just gaining some new reading material. The more likely scenario is that they have a problem that you may be able to help them with. Use that motivation and focus on why someone is filling out one of your forms instead of that they filled out one of your forms. You can craft your form’s copywriting and the CTA around these motivations, so instead of saying “download e-book now” you can say something more powerful like “learn to master your content now.” Your audience is way more likely to respond to call that is outcome-oriented than one that is generic.
Utilize Long-Form Copy
When analyzing your top-performing pages, it’s also very important to take a closer look at the copy on those pages. The copy present on the pages could have a huge impact on the success of your forms. You may also find that there is a correlation between pages that have long-form copy, which provides more detailed information and pages that cause people to convert. One of the reasons behind this is because the decision makers need as much information possible to make their decision. They need to be prepared to make a strong argument and the more information they have access to, the stronger their argument towards purchasing is. By giving your audience all the information they need to in one place, you move them one step farther in the conversion process.
If you want more information about those that are interested, you can always present the content as a premium offer and require them to provide an email address in exchange for access. By gaining access to their email address, you capture leads who are in the early stages of the buying cycle building the relationship necessary to convert them.
Use A.I. to Provide a Streamlined Process
Tools that utilize Artifical Intelligence (A.I.) have experienced a surge in popularity in the past couple of years. Once feared, these tools allow you to utilize data that you’ve already collected on people to provide a more streamlined experience. A faster process also reduces the amount of time they need to become leads, increasing the chances of conversion. For those skeptical about introducing A.I., there are a couple of ways to integrate it on a small scale to test the waters. One such way is by providing your customers with smart forms that use data from cookies to automatically fill in form fields. Customers will appreciate the ease at which they can fill out forms and this makes it easier for them to become a qualified lead.
If you are interested in creating forms that lead to more conversions click on the banner below to schedule your free 30-minute consultation with us today.
