Think about website forms for moment. What is their ultimate goal? Well, with forms you want to gather customer information. Why? Because you want to generate leads for your business. But is it as easy as just putting a form on your website and waiting for the leads to roll in? Not exactly.
You need to put some planning and effort into your forms. You need to decide what you’re going to ask of your customers. For example, while a name and email address might work for one form, it may miss the the mark completely on another. This hurts your conversion rate and bags you less leads than it should. So, you must know what to ask to optimize your forms.
But what do you ask and how do you optimize your forms with your questions? Remember, perfectly optimized forms up your website conversion rate. So, here we’ll look at these questions in more detail. With this information you can be sure that your forms help your lead generation efforts and not hurt them.
What to Ask?
Asking the right questions in your forms is a fine balancing act. If you ask too many questions, and you hurt your conversion rate. A lower conversation means less leads and, ultimately, less revenue. In fact, every question in a form reduces the conversion rate by about 7%.
In contrast, if you ask too few questions, you hamper your sales team by not having enough information to identify marketing qualified leads. You should thus ask enough questions to get these leads, but not too much to damage your conversion rate. So, your questions should be well thought out and fit for the purpose of the form.
But what do you ask? To decide, you’ll have to look at the purpose of your form. In other words, what information do you need, considering what the form is for? Let’s look at some common forms and what you could ask.
A newsletter is often the first step a customer takes into your sales funnel. Despite its importance, you generally only need a name and an email address. By asking only this, customers would be more willing to sign up. From there, by using targeted content, your customers can be taken further down the funnel with the prospect of being sold to.
Here you’ll probably take the customer’s name, email, contact number, and what their query is. Any more, and customers would be hesitant to complete the form.
Demo Request Form
By requesting a demo, customers are already interested in your product, so you would have some leeway to ask more questions. You could, for instance, ask what their business are and what problem they want the product to solve.
A free download is an excellent way to get marketing qualified leads for your business. The opportunity to get something for free, will entice customers into answering more questions. This allows you to ask things like which company they work for, what their role is, and what assistance they need in their business.
Why Not User Smarter Forms?
We can now all agree that you want better information from your customers. With more information comes better lead qualification. But, on the other hand, you now know that you should be careful not to ask too many questions because it will hurt your efforts rather than help them.
So, maybe smarter forms are the answer. HubSpot allows you to use either dependent fields or progressive fields in your HubSpot forms. These allow you to ask the right questions at the right time and strengthens the quality of your leads.
As the name implies, dependent fields allow you to display additional form fields depending on a customer’s replies in previous fields. For example, if your form has a field for a customer’s country, a dependent field can display a list of states or provinces depending on the customer’s answer.
In contrast, progressive fields use information you already have, to populate the form. In other words, if you already have the answer to a specific question, you can specify that another field be put in its place. In this way, over time, you learn more about your customers without asking too many questions in your forms. This makes your forms smarter and more efficient.
Make Your Forms Work for You
Now you know that an effective form is more than just putting a form on your site. With a little bit of planning or by using smarter forms, you’ll get to know your customers better, increase your conversion rates on forms, and get higher quality lead information.
This increases the profitability and success of your business. Isn’t it time you made your forms work for you?