We've talked about how important it is to create your lead generation forms the right way before. Not many marketers realize that there's actually a wrong way to do email lead generation forms and that you need to optimize them in order to maximize conversions.
Forms are not as simple as they appear to be at first glance.
For starters, how long should each of your forms even be? Is there a magic number of fields for best results? Why are some forms so incredibly short (think email only) while some ask for tons of information about you and/or your business?
How many fields should you be using in your own digital marketing forms to lead as many people into your lead generation funnel as possible?
Let's dive into a few ways to determine when a longer form makes sense, and when it's better to use a short form.
1. Where does this form fall within your lead generation funnel?
If viewers are just being introduced to your business, product, or service, they're likely not interested in filling out anything that has 10 different fields for information. So if you're offering something very basic and introductory to your business or industry as a whole, it's important to understand that the information you ask for also needs to be very basic and introductory. At this point, all you really need is an email address. Many forms will also ask for a name as well so that you have something with which to fill in your personalized merge fields.
If you're creating a form for something more toward the bottom of the funnel, like someone filling out a form to actually schedule a consultation or initial meeting with your sales team, then you'll want to ask for more information that can help your team understand what they're working with and how to close the sale.
2. How valuable is your offer?
What are people filling out this form to get, and how valuable is it? If you're offering something extremely valuable, you certainly want to require more information to receive it. For example, a free initial consultation with your company or a free demo of your product/service can be worth a lot. Not only is that further down your sales funnel, but it's highly valuable for the potential client or customer. So you want to ask for more information from the prospect. Remember, the more information you have, the easier it is for you to seal the deal.
3. Do you need more leads or better leads?
This really depends on what your company is looking to do. If you need to close sales fast, you want better leads. This means you want to ask for more information upfront. Because fewer people will be willing to fill out a longer form, you're going to see fewer conversions. However, the conversions you do get will be of much better quality and be that much more likely to actually become clients or customers.
However, if you're simply looking to ramp up your email marketing efforts or your sales team is short on leads overall, you likely want to create short and simple forms to bring in as many leads as possible.
Remember, the more the fields, the fewer the leads, but the better the data. Keep this in mind every time you're creating a lead generation form or landing page so that you know exactly how much information to ask for and how many fields to include within your form. If you're looking for more information on how to get better data from your leads, contact us for a free demo.