By: Craig Spooner
Website forms are one of the most essential lead generation tools an ed tech marketer will use on their website. In fact, 46% of marketers believe that optimizing their form layout has a significant impact on capturing leads.
So, what are the most vital elements to consider when creating your form?
- Are the form fields you’re asking your leads to fill out equal in value to the content you’re giving them? There is a whole range of information that might make sense to collect, which will help you personalize your content, inform future lead nurturing campaigns, and frame future sales conversations, but make sure what you’re asking for matches the value of the content you’re giving!
- Have you checked with marketing and sales to ensure the forms capture the information necessary to complete their job? Did you talk with marketing to make sure your forms align with their lead generation goals? Did you discuss the forms with sales so that they will have everything they need to properly contact a lead?
- Did you implement progressive profiling to help fill in the blanks? If a lead has previously filled out another form on your site you may already have captured some of the information that this form field is asking for. It doesn’t make sense to ask them for that information twice. Progressive profiling will streamline your form process and allow leads to get you their information without having to repeat any steps!
Thank you for sharing!
