How to successfully implement forms that get filled on your website.
All CTA’s (Calls to Action) or Forms on your website should be organized or grouped by their ability to produce good quality leads. If you have had forms out there for a while, take a look at the last 3-6 months of activity and rank which forms are producing higher quality leads vs. those that really aren’t cutting the mustard. If you haven’t had forms out there for a while, you might want to brainstorm around what content would be appropriate.
You may also want to look at where your last several customers came from and which forms they filled out on your site before purchasing. By the way, if you don’t have tools to do this, you may be missing out on information that can help you accelerate your sales. You may need a marketing evaluation to determine how you can put strategies and tools like this in place.
Once you’ve done this review, you should group your winners together, your mediocre responses together and also those that are underwhelming. Your winners are forms in which you can require more information from the viewer. Company, name, phone number, web-site, and any relevant questions that would apply to help you identify the quality of this prospect are what you want to include on these forms.
On the more mediocre performing forms you may want to back off a little on requirements, but do this with a plan in mind. Here, you will back off but put them into an automatic lead nurturing campaign that will pull them over time into deeper content with a heavier form fill.
Same goes for the underwhelming response forms. Some of these you may want to just give away, and others you might want to still put behind a form but only require a name and e-mail address to get to the content. Again, you will want to add a nurture marketing campaign tied to this form fill that automatically helps you move the prospect (or lead) to higher-end content before you engage with them.
This method will save you time and money as you will only engage with those prospects that are engaging with you at a higher level. For those that never latch on to the higher end content, you keep them in nurturing campaigns until they are ready for something more.