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How to improve your lead capture forms

Lead Generation Essentials #3

Pol Borrellas�Strategy Analyst, �Typeform

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Chris Cooning �Principal Product Marketing Manager, Typeform

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Elizabeth Stokoe�Professor of Social Interaction, Loughborough University

John Desborough, �Typeform Certified Partner, President, Desborough Consulting Group

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Welcome to Lead Generation Essentials ��

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Welcome to Lead Generation Essentials ��

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  • People don't like filling in forms1�
  • People don't like parting with personal details (esp. B2C)2�
  • People are more aware about data privacy3

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The Challenge

Sources: 1The Manifest, 2Forbes, 3EY

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The Challenge

❌ Losing potential customers

❌ Wasting ad money

❌ Increasing CAC

If lead capture forms are poorly crafted

you risk:

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✅ Increase lead volume

✅ Increase conversions�✅ Grow your revenue

✅ Reduce CPL and CAC

✅ Help you hit your profit goals�

A successful �lead capture experience can…

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What you'll learn today

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1. The science behind effective lead capture forms

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What you'll learn

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2. How to use lead generation quizzes to improve completions

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What you'll learn

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3. Examples of successful lead capture forms�

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What you'll learn

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What you'll learn

4. Q&A

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Part 1

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The science of effective lead capture forms: Data-backed tips

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Source: �Research-driven tips to power up your lead capture typeforms

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What is a

lead capture form?

An interface to capture:

  • Contact details
  • Additional qualifying data

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So that you can:

  • Build a database of potential customers
  • Nurture them with customized content and convert them to customers!

The science of effective lead capture

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1. Use lead magnets 🧲

The science of effective lead capture

+11.2%

in average completion rate

What is a lead magnet?�Free content, discount or coupon, giveaway or contest, free trial… that is valuable for our target customer

Identified using keywords: download, giftcard, giveaway, gift, winner, guide, win, free, trial, discount, winning

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The science of effective lead capture

2. Highlight exclusivity ‼️

+24%

in average completion rate

How? Use key phrases:

Be the first, exclusive, one of the, only available, members only, subscribers only, early access…

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How to begin your interactions

  • Make your objectives clear
  • Explain the outcome not the ethos
  • Don't force rapport

The science of effective lead capture

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3. Use numbers 🔢

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The science of effective lead capture

+17%

in average completion rate

Where to use numbers

May be related to time to complete, % discount, �number of questions…

Examples: �"In roughly 3-5 days, you'll receive a coffee voucher," �"We only have 20 spots available", �"Takes 45 secs"

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4. Avoid starting �with a question❓

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The science of effective lead capture

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+12%

in average completion rate

Use active language instead

"Are you interested in receiving our eBook?" �vs �"Sign up now to get your exclusive free eBook"

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How question design shapes responses

  • Words and grammar impact the data you collect - every single time
  • Choose from “open-ended” or “closed-ended” questions
  • But also remember there are different ways to ask "yes/no" questions

The science of effective lead capture

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5. Make your forms personalized

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The science of effective lead capture

+11%

in average completion rate

How?

Use:

  1. Hidden fields,
  2. Recall variables,
  3. Logic branching

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How to design for your recipients

  • Recipient design is everything
  • Tailor each question you ask for your recipients
  • Tailoring shouldn’t mean stereotypical ‘personas’

The science of effective lead capture

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How to ask for an email address

  • "What's your email?"
  • "And your email…?"
  • "And do you have an email address at all?"
  • "Do you have access to the internet at all?"

The science of effective lead capture

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6. Keep it brief ⏱️

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The science of effective lead capture

6 questions

When possible, �consider using �a maximum of

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7. Use a positive tone 😇

The science of effective lead capture

Average form completion rate

where text sentiment was:��- Highly likely to be positive = 55%

- Highly likely to be negative = 38%

This means a +45% increase!

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How to check your entitlement

  • Design questions (and offers, and requests…) �with entitlement in mind
  • What’s at stake, for you and your recipients?
  • Put each item in the right place

The science of effective lead capture

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Takeaways

  1. Use lead magnets 🧲
  2. Highlight exclusivity ‼️
  3. Include numbers 🔢
  4. Avoid starting with questions❓
  5. Personalise your forms – with care 🫵🏽
  6. Keep it brief ⏱️
  7. Be positive 😇

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The science of effective lead capture – Tools & Resources

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Lead capture form template

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Start implementing the tips today

�Install the lead capture form template

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The science of effective lead capture – Tools & Resources

Drop-off analysis:

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Discover where you're losing potential leads

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The science of effective lead capture – Tools & Resources

Performance recommendations:

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Automated advice to improve completions

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Part 2

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How to use lead generation quizzes to improve completions

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Q. Why are quizzes so irresistible?

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  1. Because of narrative psychology

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How to use lead generation quizzes

Source: �Huffington Post

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Advantages of using a lead capture quiz

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  • Can act as a lead magnet – delivers value to the recipient
  • Great for segmenting leads and routing them to a page or bucketing them for retargeting
  • Useful for nurturing current leads

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How to use lead generation quizzes

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Lead capture quiz examples

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The science of effective lead capture – Tools & Resources

Beardbrand

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What type of Beardsman are you?

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  • Generated over 300K leads
  • Embedded on their homepage
  • Beardbrand's main lead gen tool

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The science of effective lead capture – Tools & Resources

Nexford University

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What university are you looking for?

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  • Reduced CPL from $15 to $2
  • 60% of Nexford's leads come through quizzes
  • More than 10% of students heard about Nexford through quizzes

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The science of effective lead capture – Tools & Resources

Baked In

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Find out which royal you are

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  • 91% completion rate
  • 85% of respondents filled in their email address to enter hamper competition
  • 75% of those agreed to receive �marketing updates

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How to make a lead capture quiz

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  1. Define your quiz offer & outcomes
  2. Choose your quiz hook
  3. Create your quiz questions
  4. Build your quiz
  5. Follow up�

How to create a lead capture quiz funnel

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  1. Define your quiz offer

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The offer: What are you selling or promoting with this quiz?

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Make a lead capture quiz

Offer…to sell you the most comfortable slippers on the market that reduce fatigue and soreness in your feet and legs, improve circulation and help you be more mobile

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1. Define your quiz offer

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The outcomes - how do you want to get people to take the next step (e.g. eBook, webinar, 1:1 call, product page)?

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Make a lead capture quiz

Outcome 1 ��❗Needs custom-fitted slippers �🔘 Book appointment at closest store

Outcome 2��❗Should be custom - Needs premade upper/mid-tier slippers�🔘 Product pages with incentive to buy upscale

Outcome 3��❗Is just kicking tires�🔘 Sign up to the mailing list

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2. Choose your quiz hook - pain points

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  • Look at customer pain points. What are your target audience always asking about?
  • Are there common myths or misconceptions around your topic?
  • Check out Google’s “People also asked” feature

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Make a lead capture quiz

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2. Choose your quiz hook - pick a framework

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  • Category - What type of thing are you?
  • Mistakes - Why are you bad at a thing?
  • Score - How good are you at a thing out of X?

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Make a lead capture quiz

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3. Create your quiz questions

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  • Remember we are sorting our quiz takers into 3-5 categories
  • Questions need to be able to ‘push’ takers into best category for them

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Make a lead capture quiz

Cushioned heel

Open-back

Padded tongue

Wide heel

Rounded toe

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Wrong size

Improper footwear

Heels too high

Don't change often�Walking barefoot

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7-10 You’ re in trouble

4-6 Take more care

0-3 Your feet are fine but…

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3. Create your quiz questions

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  • Diagnosis questions - category or score
  • Non-diagnosis questions- e.g. demographic questions you’d like to know
  • Lead capture questions

Make a lead capture quiz

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4. Build your quiz

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Video tutorials

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Quiz templates

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Make a lead capture quiz

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5. Follow up

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  • The Band-Aid – your quiz result
  • The Cure – your product or service

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Make a lead capture quiz

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5. Follow up

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Now you can effectively qualify and nurture leads!

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🔔 Tune in next time for � more on this…

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Make a lead capture quiz

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Part 3

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Examples of high performing lead capture forms

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The science of effective lead capture – Tools & Resources

Demo request form

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  • A popup embed from a CTA on their website
  • Qualifies respondents thoroughly using multiple choice questions
  • 1,000+ segmented leads
  • Visitor>demo booked conversion jumped from 2.75% to 12.5%

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The science of effective lead capture – Tools & Resources

Call request form

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Tate Law

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  • Uses VideoAsk & Typeform
  • Increased Stanley Tate’s submission rate from 65% to 98%
  • Collects around 400 leads every month

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The science of effective lead capture – Tools & Resources

Call request videoask

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Commas

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  • Uses VideoAsk for a human introduction
  • Between 15-20 new clients join Commas through this form every week
  • Connected to Calendly – saved at least one no-show every day

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The science of effective lead capture – Tools & Resources

Workshop booking form

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ONBRDING

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  • Clear CTA button on home page links to a typeform
  • Uses qualifying questions
  • Keeps things short and sweet

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The science of effective lead capture – Tools & Resources

Webinar signup form

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Lead Generation Essentials Webinar

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  • 88% completion rate
  • Webinar registrations have doubled since switching from Hopin registration page to a typeform
  • Registrants funneled directly to Zoom via Zapier

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Questions?

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What's next?

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Lead Generation Essentials #4: How to qualify and segment your leads

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Next steps

  1. Fill out the webinar feedback survey 🤓
  2. Check the Typeform Community for the webinar �recording & links to resources 📼
  3. Watch: Typeform Masterclass – Collect & Qualify Leads 🚀
  4. Come to our next events! 🎟️

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Thank you!

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�Q&A