Lead gen form: our best practices for qualifying and converting
The lead gen form transforms anonymous visitors into qualified prospects, efficiently feeding the sales pipeline. This guide, developed by hipto, dissects the best practices for designing, optimizing and deploying high-performance forms, in B2B as well as B2C. From field selection to integrating GDPR constraints, including A/B testing, discover how to maximize your conversions and lead quality.
What is a lead generation form?
It is a strategic tool designed to capture targeted and relevant data about potential prospects . For example, contact details, job title, age, education level, etc. It allows marketers to:
- Qualify leads precisely, differentiating phone number database between a qualified lead and an unqualified lead .
- Enrich the prospect database.
- Segment contacts to personalize communications.
- Nurturing through a value exchange (premium content for information).
- Optimize conversion rate by identifying the most engaged prospects.
Designing a successful lead form: the key elements
A poorly designed form discourages visitors from filling it out, reducing the number of leads generated. Ambiguous, poorly worded or missing questions designers use many resources to create visually prevent you from targeting them effectively. Find out now how to make a difference in your strategy to generate leads and convert them .
Custom forms
Tailor fields and design to the specific goals of each campaign . For example, for a B2B tech product launch campaign, include fields on the IT role and the company’s technology challenges.
Identify the essential fields of your form
In B2B, essential fields typically include:
- Name, first name.
- Professional email address.
- Function.
- Company name.
- Company size.
- Sector of activity.
For B2C, key fields are often:
- Name, first name.
- Personal email address.
- Postal code.
- Relevant interests.
In both cases, limit the fields to what is strictly necessary for initial lead qualification. The goal is to collect enough information to allow for effective singapore number follow-up, without discouraging prospects with a form that is too long. Follow-up is about building lasting relationships with leads throughout the sales process, converting them into paying customers.
Consider adapting fields based on context . For example, a form for a white paper may be shorter than a demo request form, requiring more in-depth qualification of the prospect.
Use a CAPTCHA to protect yourself from bot attacks or spam registrations that can add false data to your lists. This feature helps distinguish human users from bots. It can take the form of a checkbox, a selection of images, or the solving of a simple calculation. There are also invisible CAPTCHAs.
Good to know: How to minimize errors when entering forms? Before entering, the use of informative placeholders (examples of correct entry) guides the user on the expected format. During entry, real-time validation allows for immediate correction, avoiding the frustrations of later form rejection. After validation, clear visual feedback makes it easier to identify problems. For example, a green icon for valid fields, red for errors.