There is a saying “if you want better answers, ask better questions”.
The same applies to sales leads, if you want better sales leads ask better questions in your web forms.
Getting better information from your web forms will be a game changer for your business:
- Better leads
- Better Service (Time spent on motivated customers)
- Better leads to sales close ratios
- More Sales
- More Happy Customers
WAIT THERE IS MORE – Less time spent on tyre kickers.
When it comes to creating better web forms, it’s critical:
- What you ask
- How you ask
Web Forms – What to Ask?
- You need to strike a balance between collecting essential contact information, and understanding the customer’s need and situation, whilst not making the form too long and or onerous.
- Is a phone number essential contact information in 2023?
- Rank the most important information you need to receive from the customer to provide the best and fastest response.
Where – Postcode
When – Date
What – Product / Service Need
Why – Motivation or Situation
Note: Only ask questions that you will use to better serve your leads or better measure the effectiveness of your marketing.
For example: What % of leads did you win from NSW. This information is much more accurate than the % of leads that came from SEO, Google Ads, Facebook etc.
Test – Don’t get hung up on whether customers will provide the information, simply change some form fields and test which format achieves the best response over a couple of days.
Web forms – how to Ask?
The presentation and position of your web forms can also have a big impact on the % of visitors that choose to fill out your forms. The KISS (Keep it Simple Stupid) principle is a good starting point.
Below is a good example of positive and intuitive form design
Preferred Contact – Its good manners to check when is the most convenient time to speak to someone and via their preferred communication channel.
If someone’s preferred communication method is email, calling them 4-5 times will not be appreciated. Conversely, if someone says call me ASAP, you can create a great impression by calling them back within 5 minutes of their enquiry.
Last but not least, make sure you have a thank you page so you can track conversions.
As always, if you want to some help on improving your forms and sales leads please get in touch.
Thanks for reading
Ewan Watt
Founder & CEO – ROI Growth Agency
1300 650 274