Check out the best tips, the precautions you should take on behalf of the LGPD and how to use the smart form template.
The Leads registration form is a type of form that requests some basic information so that, in exchange for it, the visitor has access to material or another benefit. It allows you to collect contact data through Landing Pages and create your Leads base.
One of the essential components of a Landing Page for generating Qualified Leads and potential customers is the Leads registration form.
Many companies put a tremendous amount of effort into putting together an offer and attracting visitors to the site, but end up missing the most sensitive part of the conversion step: what contact information to ask the visitor.
The result ends up being a very low conversion rate, which can bring a series of problems, such as a drop in ROI (Return on Investment).
To help you get good results, Nova Housing Society prepared this guide that shows you the reasons to focus on creating your forms and the best tips for creating yours.
4 reasons to put rich content behind a form
One of the most effective ways to convert your website visitors into Leads is to offer educational and value-added content such as eBooks, whitepapers and webinars. In return, we ask for some contact information for this potential customer (such as name, email, phone, etc.). Thus, your company can continue the relationship, preparing this Lead over time.
The ultimate goal is that, at the right time, you can make the sales approach. But in addition to this possibility of Lead nutrition, we present 4 more reasons for your company to use forms in exchange for these contents.
1. Know who is downloading the material
Which do you prefer: having 300 downloads of your material and having no idea who these people are, or having the contact information of 100 people who filled out the form knowing they really cared about the subject?
By knowing what kind of people are downloading the content, we gradually build up knowledge about what kind of people the company is attracting with its Digital Marketing efforts.
It is common to use this knowledge to calibrate your actions. As an example, you can leave more or less technical posts, invest more in one channel and less in another.
2. Create a base and intelligence about Leads
With the capture of data by form, it is possible to aggregate all this Leads information in a single base, adding additional information when new conversions and interactions happen over time.
For each Lead, for example, you can find out:
- which traffic source originated the first visit;
- what other materials were downloaded;
- What’s your profile;
- What interactions he had with the company on social media.
This information is essential for the commercial area to be much more effective in its actions.
3. Analyze the performance and effectiveness of materials
Without Leads information and history, it is more difficult to analyze what kind of material is being effective in attracting or converting them into customers.
A complementary effect of this is that the company may end up being discouraged from creating new materials and maintaining or expanding investments in Digital Marketing since it is difficult to analyze their real contribution to generating business.
On the other hand – and this is what we usually see with many customers who use RD Station Marketing – having access to this history makes it easy to prove the contribution of good materials within the sales process.
4. Have a “launch platform” for each new material
When capturing Leads contacts – especially email – this list will accumulate in your base and your company does not always need to “start from scratch” with a new disclosure. To launch new material, in addition to promoting it on the company’s other Marketing channels (Facebook, Integra, blog), you can send a promotional email to this base.
When this happens, the reach of email is greater than on other networks, as people do not “lose” the messages they receive. More than that: as Leads have already downloaded some other material, they already trust and know what to expect from your offer, and consequently convert again.
This is an important step to make this Leads base increasingly aware of the problems it has and encouraged to become your company’s customers.
8 Tips for the Good Design of a Leads Conversion Form
Leads information is important to better identify what kind of people your site is attracting and, mainly, to provide enough data so that your Sales team can qualify and start an approach with the best Leads.
With this in mind, we selected 8 tips for the good design of a Leads conversion form:
1. Emphasize what the user gets in exchange for filling out the form
As much as the call on the previous page or Email Marketing has already made the promise of the benefit that the user will receive, make it very visible on the Conversion Page what this benefit is.
For example, in the case of an eBook offer, show the cover image of this eBook.
2. Ask only essential information for Lead qualification
Remember that this form is just the first step in your approach to the potential customer.
Think about what information is really relevant for you or your sales team to do the initial filtering. Remembering that the more fields in the form, the lower the conversion rate.
3. Don’t ask for sensitive information early on
Asking for information such as the CPF or any other personal document right away is something that scares potential customers.
This type of information can also be easily obtained later in the sales process when their use will really be necessary. In the beginning, focus on capturing only the important data to continue the relationship with your base.
4. Give immediate response to the user after filling in
If the form exists to deliver unique content, release the link to the content immediately after filling it out by the user.
Also, send the same information by email in the sequence. This will give your audience a second chance to consume the content, possibly at a more suitable time.
5. Save generated Lead information securely
Ensure that the system automatically sends the completed data to your Leads base as soon as a new filling takes place, containing all the information entered in the form and any additional information obtained.
With personal data protection laws, it is important to save this information in a tool or database that is guaranteed to be secure.
6. Make it clear to the visitor that you don’t intend to spam
It is important to place a notice along with the form that you are committed not to use that contact information for any other purpose, least of all for sending spam.
Write something short, objective and in clear Portuguese, and include the information in your privacy policies.
7. Avoid making the user have to think and write a lot
Try not to put text fields with open-ended questions where the user needs to think too much about what to write. The ideal is to ask objective questions and, if possible, leave you with well-defined options for answers.
This even facilitates the process of automatically qualifying Leads in the future. It is also common to leave a single non-mandatory field at the end of the form for a more open-ended question.
8. Pay attention to small usability details
Avoid some small usability mistakes that are often made and hinder the conversion, such as:
- Abuse of small fonts with little contrast;
- Leave a Reset button at the end of the form;
- Have an extra “email confirmation” field;
We need to talk about long forms
Do you know what is important to ask your potential customer on a Landing Page? About 25% of our RD Station Marketing users use 6 or more custom fields on the LP form. Do you think this number is low? High?
Although the type of business and target audience are factors that influence this analysis, one thing is certain: the more fields your Leads registration form asks for, the lower the conversion rate will be.
Analyze your own experience with forms. Do you feel comfortable filling out a long-form? Or do you immediately think about the time it will take to complete it?
Below we list the top 3 problems with long forms with some clear examples.
1. Low conversion rate
A survey by Formstack, conducted in 2015, showed that forms focused on lead generation had an average of 11 fields and had an average conversion rate of only 17%. According to a much more recent study by Quick Sprout, from 2019, reducing from 11 to 4 fields can increase the conversion rate by up to 120%.
This decrease in the number of fields brings a very clear advantage: more Leads converting in your Landing Pages.
“Your user’s conversion experience should be as simple as possible” – 25 Usability Principles, Think with Google
2. Frictions that generate a bad experience
Just looking at the two images below. Which of the two Landing Pages would you convert to?
Suppose to download the eBook you have to answer more than 10 questions. You think quickly about cost-effectiveness. As he doesn’t have much time at the moment, he ends up leaving it for later.
Now imagine that you have the same amount of time as in the previous situation, but the eBook is offered on the second Landing Page. What do you do? Before you think there are 5 fields, you have already filled in, downloaded the material and became a Lead.
Bad experience answering the same questions
In the world of conversions, one of the most frequent problems is that we repeat the same questions for the same Lead.
Even with a reasonable number of fields – 6 in total – the Lead of one of our clients wrote an email to him reporting that he “can’t take it anymore to fill in the same information”:
Message sent by Lead
Asking the same question several times for the same Lead implies a reduction in the rate of return on Landing Pages and a deterioration in the quality of the data of people, who are frustrated by answering the same question and answering “anyway”, just to have access to the content.
3. Low quality of lead data
It is common for Leads generated in the B2B market to have poor data quality that is, they have problems such as duplicate data, invalid entries, and invalid emails or not filled in fields.
Dirty data or little data on the base are highly harmful to your Email Marketing campaigns (deliverability problems, spam, bounce ), personalization of your campaigns (imagine the variables with fields filled in incorrectly), inefficient Lead qualification and low team productivity of sales.
Increase conversion rates and get more data with smart forms
Smart form is a feature of RD Station Marketing that allows you to ask in Landing Pages forms only what you don’t have information about your contacts.
Every time your Lead fills out a Landing Page form, you’ll be collecting new information over time, keeping your forms short and simple to complete.
This allows you to accumulate more information from each of your Leads without causing friction when converting.
Step by step to activate the smart form
So that you can already use this functionality, check out the 4 steps necessary to activate the smart form.
1. Choose what to ask on your Landing Page
When creating or editing your Landing Page, just go to your Landing Page’s form tab. In the left menu, under the “Fields” tab, select all the fields you would like to ask on this Landing Page.
2. Order the fields according to priority
- Drag up the fields with the highest priority: fields that should appear on your 1st Landing Page;
- Drag the lowest priority fields down fields that are interesting but not currently essential for the Lead to have access to your material.
In the example below, we are going to offer a material that we consider top of the funnel, because people interested in downloading it are looking to learn more about Digital Marketing, but are not necessarily interested in hiring our product yet.
Note that we have put up the information that is really important to start relating to this Lead: name and email. The telephone field was down there.
Define the priority of the questions according to the material offered and the stage of the Shopping Journey.
What information is essential on your Landing Page?
Material made to attract visitors to your website – and most of these visitors do not yet know your company – does not need to ask for very sensitive data, such as CNPJ, company billing, area of operation, address and zip code.
That’s why we need to do the work of identifying the information that is essential to appear on the Landing Page.
3. Activate the smart form and set the maximum number of fields
Smart form allows you to display 3-8 fields on a Landing Page.
- Click on the item “Display a maximum of X fields at a time”
- Since this is a form of a Funnel Top Landing Page, we chose to display a maximum of 3 fields at a time.
A dashed line simulates which fields your potential Lead will see when downloading material on this Landing Page (if it’s the first Lead conversion).
Quantity versus Quality
To decide the right amount of fields you should display on your Landing Page, you need to know if your current goal is the quantity or quality of Leads.
If you’re offering content to Leads who are still in the early stages of the Buying Journey, you should prioritize achieving higher volume. In this case, the fewer fields to display on your Landing Page, the better.
But if you’re offering content for the middle or bottom of a funnel, you should be able to qualify them somehow. In this case, asking for more fields and information that help differentiate Leads is a good way to measure that Lead’s interest and intent.
Here at Digital Results, the number of fields that we ask for on the Landing Pages serve to divide Leads that are really willing to download the material (interested in the content) or not.
3 advantages of using the smart form
Smart form is a feature that has three main benefits:
1. Increase the conversion rate of your Landing Pages through shorter forms
In the example below, Meetime was able to increase the conversion rate of a Landing Page from 65% to 84% by halving the number of fields displayed.
From 6 fields to be filled, Leads started to fill 3 fields.
Test performed by Meetime comparing conversion rates of a Landing Page with 6 fields versus Landing Page with 3 fields
2. Allows you to get a more complete profile of your Leads
With the smart form, you respect the journey, not repeating questions or asking everything at once.
Thus, you can complete the profile of your Leads over time and qualify them later.
3. Improves Leads data quality
Stop frustrating your Leads by asking the same questions every time they are interested in an offer from you. Repeated questions are a waste of time for you and your Lead and generate dirty data.
LGPD’s impact on the creation of forms and Landing Pages
Now that the LGPD (General Data Protection Law) is in effect, there are several questions about how to deal with the Leads base, which needs to be adjusted in the Landing Pages and registration forms, in addition to several others that arise every day.
But we can already make it clear that lead generation practices will still be possible and widely used. However, the main care is in relation to the adequacy of legal bases. Let’s analyze this point when we talk about creating forms?
Remembering that you can check more details about the law in the full post that talks about the LGPD Principles: the importance in the adequacy of legal bases.
Disclaimer: The purpose of this topic is for informational purposes only – we do not provide legal advice or take responsibility for actions that may be taken by third parties.
Legal basis for lead generation
To collect data from a Lead, it is necessary to define the appropriate legal basis for each case of collection, that is, which is the hypothesis of the law that authorizes the collection and use of data from this Lead.
There are two legal bases that tend to be the most used for lead generation: consent and legitimate interest. Informs, you can use consent as a rule for requesting completion.
Consent on Landing Pages and Forms
When your company opts for the legal basis of consent, what do you need to do?
First, it is important to mention that soft opt-in practices tend to be null, the one that already has pre-marked checkboxes, in which when the user registers on the Landing Page, he is automatically subscribed to your list:
It is possible to request consent through a checkbox without pre-booking, like the example below:
Another option is to replace the checkboxes with the “yes” or “no” fields to indicate consent. In this case, unlike the checkbox, filling out the field may be mandatory, because the lead has the option to refuse.
On top of the form fields, there are several other ways to gain consent from your leads. The important thing is to bet on creativity and information transparency.
Creating the consent field in RD Station Marketing
Results Digitalis products, both RD Station Marketing and RD Station CRM, are being adapted so that you can signal the consent of your base in a more practical way. And to implement the consent fields following the specifications we’ve seen so far, you can already use RD Station Marketing.
To create the Data Protection field through the tool, see the step by step below:
1. Create or edit a Landing Page, Pop-up or Form;
2. After selecting the template you want to create or edit, click on the form;
3. And then edit fields:
4. When scrolling the part of the screen with the fields, you will see the Data Protection section with its standard Data Protection fields:
5. Select the Policy and Terms field. The field will be added at a fixed position at the base of your form:
7. To add the Communication Consent field, click on the field title in the left sidebar:
8. To change the order of fields on the form, you can click and drag the field to the position you want;
9. Finally, click Apply. The field with the URLs will already be available in the preview:
Now, you can publish your Landing Page, Pop-up or Form that will collect data from your Leads and the authorization to process the data, to communicate in the future.
Most common errors in filling out the email field in forms
When analyzing registration forms, it is common to be more concerned with the layout and its proper functioning than with the ratio between valid and invalid emails captured, as we believe that the incidence of invalid records is not great enough to demand greater concern.
But the real picture is quite different. In fact, we are talking about 20% of all registrations made in forms in Brazil according to the Safety Mails survey. This increases your cost per lead and directly hurts your conversion results (and ROI) as it can reduce your email delivery to just 44% (on average).
Let’s see what are the main errors found in registration forms and Landing Pages:
Changing Characters While Typing
In a market in which professionals increasingly need to perform several tasks simultaneously, it is possible to observe that the most common error in registration forms is related precisely to the rush or inattention with which we type.
It is evident that most of the time the visitor has the real intention to register correctly, trying to inform real and valid data, but it is not difficult to see cases where they “bump” some character on the keyboard and letters are typed together (‘ ui’, ‘bn’, ‘fg’) or even swapped.
This mistake adds up to an incredible 52.6% of the total incorrect records in Brazil. Another 16% of the total errors come from typos in known domains. After all, who has never typed “gamil” in place of “gmail” or “hotmial” in place of “hotmail”, right? It’s the rush of the present day.
Add to that the increase in mobile devices. The number of characters typed by mistake due to finger touch is quite expressive.
Use of invalid characters
Another common mistake is also related to hasty typing: the use of characters that invalidate the email address syntax.
We can observe two types of errors in this case:
In the case of inattention, the visitor mistakenly types characters such as a semicolon or comma in place of the period or uses characters such as slashes or others that are close to alphanumeric characters.
Another common inattention error is typing the at sign (@). As it depends on the ‘shift’ key on the keyboard, this symbol often ends up replaced by the number 2 (its keyboard counterpart).
The lack of knowledge occurs when the visitor does not understand how the mechanism of a registration form works and tries, for example, to type more than one email address in the same field, separating the data with a slash or comma.
Use of .com.br extension in place of .com
In the SafetyMails survey, it was observed that 12.6% of the invalid records identified in registration forms occur due to a historical mistake informs: inserting the ‘.br’ at the end of an address that does not have this extension (as in the case of the ‘.br’ domain gmail.com’).
Some people instinctively insert this extension into addresses (especially corporate ones). Stay tuned!
Blank email field
You may not believe it, but there are many entries where the email field can be left blank. In fact, 18.6% of blank registration records were identified in Brazil.
This is a primary planning error that goes unnoticed on some forms.
There is a category of emails called temporary emails (also known as disposable or disposable).
These email addresses are only valid for a specific period of time (minutes or hours) and then become invalid (or worse, are shared with other users).
The problem in this case is not the error in the registration, but the fact that this address will become a bounce that could harm your results in the future.
4 actions to avoid wasting Leads due to filling errors
Some measures can and should be taken to reduce as much as possible the possibility of invalid records on your Landing Pages and registration forms:
Form review (HTML attribute that does a final check on form fields) is the first step in avoiding the most common form errors. It works as a syntax analysis of the addresses in the field where the email will be typed.
The review is able to identify the absence of characters such as the at sign (@) and the use of invalid characters such as the semicolon or the slash.
It’s true that criticism eliminates most of the errors made in forms. However, it is unable to understand typos that do not invalidate the email syntax. If the email has at sign and no invalid characters, the address is screened by the review, but it is not safe from still being an invalid address.
2. Repeat email
Many forms ask the visitor, during registration, to enter the email address twice, in separate fields, to ensure that the same address has been entered. This would theoretically eliminate the problem of invalid email.
Let’s throw the first stone who has never used the keyboard’s copy and paste feature to skip this step more quickly, right?
Besides, the requirement of this field can be a little irritating for the visitor who is using a smartphone — and irritating them is the last thing we want right at the moment of Lead generation!
3. Double opt-in
The confirmation of registration via email (or double opt-in ) is presented as the definitive solution to the problem of validity of emails in forms.
Since the recipient needs to receive an email and click on the registration confirmation link, the Invalid Lead issue would be 100% resolved, right? Only not!
Although it is an excellent solution, the double opt-in prevents the generation of invalid Leads but it also prevents the generation of potentially valid Leads!
As the recipient needs to interact with the email that your form sent so that it becomes part of your database, some obstacles become part of your Lead generation flow:
- Return delay: the visitor may not access their email account immediately and their confirmation email may be forgotten;
- Email Blocking: Your message may be directed to the recipient’s junk mail (spam box);
- Impossibility of correction: if the email entered is invalid, no email will reach the recipient who has probably already left your form. If so, how can I request that the email be corrected?
4. Real-time validation
The most current solution to avoid common mistakes in registration forms seeks to unite the best of existing solutions. It is the validation of emails in real-time .
In practice, when a visitor types an email into a registration form protected by a real-time validation system, the field is analyzed in its syntax (meeting the technical criteria of form criticism) and its validity (through analysis domain name and the existence of the email address even before any submission is made).
In these cases, even disposable emails are detected. And RD Station Marketing has integrations in its app store for email validation after registration, correcting domains with common errors and indicating which emails are valid and which are invalid.
There is also the integration to validate emails directly in your Landing Pages. So don’t waste time! Pay attention to your registration forms and optimize your Inbound costs and results.
Focus on the information you actually need to ask for in a Leads registration form
That’s the final message we want to get across to you. In practice, your company may ask for dozens of information. But are they all necessary?
To create an effective form, always ask the following question: What is the minimum amount of information I need right now to move the Lead through the sales process?
From there, it becomes clearer what you need to capture at the start and what you can request only with the smart form, as we saw earlier.
Other tips that can help:
- What information about the Lead does the company want? And which ones are really necessary?
- For someone who asks for a product demonstration, for example, or requires a contact from the sales team, it may be necessary to use several other fields to identify whether it is really worth doing the service. At this point, it is also important that the Marketing and Sales areas are aligned to know if the requested information is sufficient to qualify a Lead;
- Will the Landing Page be directed to new Leads or to old Leads? If your company is going to run a specific campaign for Leads that are already in the base, you can consider asking for other information, different from what has been requested previously.
In summary: before defining the form fields, it is important to assess together with the sales team what information is necessary to deliver what is behind the Landing Page and, at the same time, useful for the commercial approach. A single item less can make a difference in your conversion rate without hurting your sales effectiveness.