Most businesses, which pursue digital marketing automatically think that they will be able to generate qualified leads. While the same might have been true a decade back, with so much competition and advanced consumer behaviors in 2020, the situation has changed drastically.
In order to ensure that a business has the best chance of generating and trapping leads, leading marketers and experts suggest that a lead capture form can play an important role.
Businesses need to understand that a lead capture form is like the final step for a generic lead to convert into a qualified lead.
All your marketing strategies, which you have used to get the prospect to your landing page (where the lead capture form is), including SMM ads, Google AdWords, etc, will prove to be futile if your lead capture form fails.
In this article, we are going to look at how businesses and agencies can create the best lead capture form for maximizing conversions. However, before we plunge into the list of ways to create the best form, it would be worthwhile to first discuss what is a Lead Capture Form.
Lead Capture Form: Meaning and Definition
As someone who has experience of using or browsing the internet, you might have come across forms on websites and social platforms. These look like your typical Contact Forms but are created with the aim of capturing leads for a business.
You might have seen fields like-
- Name
- Email ID
- Phone Number
- Address
- Message Box
A business collects this data to get back to the individual (B2C business) or another company (B2B business). If someone is filling out their details and pressing on the submit button it automatically means that they are interested in your brand’s product or service.
This information is conveyed to the sales teams, which can then follow up, convince, and finally convert. The important thing to note is that a lot depends on this humble lead capture form. At the end of the day, businesses need to create data collection forms to boost sales figures.
If not designed in a manner that is easy, engaging, and attractive for a user, there is every chance that the user will click on the back button and leave.
In 2020, a lead capture form has emerged as one of the most important tools for the marketing and sales verticals of any organization.
Custom Development or using Specialist Tools to Create Lead Capture Forms
When you look at creating a lead capture form, there are multiple options in front of you. You can either ask your developer to create a custom form. He or she is likely to use a simple WordPress plugin to create the form.
However, what you need to understand is that forms using these plugins are not too customizable. This can be a challenge if you are looking to use animations like progress bar developments on the form.
When it comes to maximizing performance from lead capture forms, most marketing and sales experts suggest using specialist tools to create forms. These tools are highly customizable and allow users to be flexible in terms of their design, content, and animations as well.
In terms of specialized data collection as well, specialist tools can help you filter, mark, and segment data in a manner, which can be utilized by the different sales and marketing verticals easily.
How To Create a High Performing Lead Capture Form?
1. Set A Clear Objective for your Campaign-
Many businesses make the mistake of attempting to do too many things on one single campaign. This is something, which should be avoided at all costs. A single campaign should only have one intention. It is best to not confuse users with many other offerings.
Businesses need to understand that users have some context when coming to the landing page. This has been set already by the ads they have seen on social and search. Sticking to the same allows businesses to have the best chances of success through conversions.
2. Focus on the Targeting on Search Engines and Social Media-
The ad platforms of both search engines and social media platforms have evolved radically. If you want to run highly optimized landing page campaigns, you can filter your target audience to the smallest possible details and interest areas.
Make sure that the targeting is set according to the nature of your campaign objective. Platforms will also show you suggestions on what they feel would be best. You should take into account the suggestions as they are powered by AI and ML.
3. Use a Multi-Step Landing Page Tool-
Designing a high-performance and results yielding lead capture form is tough. This is why the best businesses are taking help from automation and advanced tools to help them in this regard. Businesses have the option of using a multi-step landing page tool to create their forms.
This can help them choose from a number of options and designs, which have already shown proven results. The automation also allows for time-saving and ensures that designs, fields, and other important elements are already optimized for best performance.
The Bottom Line
Many leading experts suggest that the best lead capture form is what is missing in most marketing and sales campaigns. With the right lead capture form at a brand’s disposal, they can improve their conversions, build branding, and promote visibility.
Can you think of some other ways to help create the best lead capture form? Let us know in the comments section below.
