Converting more prospects, to marketing-qualified leads, based on their activities, is a balancing act. Indeed, it poses a Goldilocks syndrome – asking too many questions may confuse and overwhelm your prospects; on the other hand, if you ask too few questions, it would hamper your ability to capture necessary information to vet a lead. Unfortunately, either case would have a negative impact on your prospect generation process.
Check out this article – Expedia gained $12 million in profit by removing just one redundant field from a Form. The field in question was Company Name. The field was confusing because prospects thought that Expedia was asking for their Bank’s name! Due to the confusion, the prospects entered their bank’s address instead of their home address. The error, in turn, frustrated the prospects because it led to failed transactions.
In this blog, I will discuss the importance of Form Design in prospect generation process. Then, I will explain why, using Pardot Form, is one of the most effective and efficient ways to achieve a higher rate of prospect generation.
Form design is a critical piece of prospect generation process. So, if you want to create a form that your prospects actually want to fill out then, you need to consider following key points:
- The Form must be on an eye-catching landing page.
- The Form must be easy to populate and capture relevant information.
In general, the rule of thumb is, ask as few questions to your prospects as necessary. When the only handful of questions are asked, it reduces chances of errors, confusion and/or frustration. As Expedia’s experience reveals, a minor change on the Form eliminated the source of confusion and made a huge difference to their prospects.
What Does A Form Conversion Mean?
Form conversion is the moment when a visitor hits the ‘send’ button on the Form. The prospect form will likely be one of the first interactions your potential customers may have with you. As a result, the form needs to make a very good first impression.
If so then, what is the secret sauce of Form Conversion? Glad you asked! Please refer to the following recipe.
First and foremost, do not design a complicated, or in-depth, form. Prospect form should ask enough information to determine the quality of a lead without, confusing or frustrating, a prospect. Once you decide what information will be required for the form, you need to ensure that you are following these best practice tips:
- Should your form be colorful and contain logos or images? Yes, make sure to use the brand colors – to increases brand awareness, make a visually appealing form.
- Should you use radio buttons, drop-down menus, check boxes or a blank data field? Evaluate each field individually. Determine which style is typical or makes the most sense for each field. For example, most information forms use radio buttons for fixed options and blank data fields for the last name or email address. These tips will help your prospects to fill a form faster and you may generate more prospects.
- Is the form responsive? A responsive design is a worthy feature. Having to scroll up, down, or side to side, on a mobile device, is not only confusing and time-consuming but, it also acts as a prospect repellent!
Finally, before uploading a prospect form on your site, test it. Test it in-house and test it using outside sources. Test! Test! Test!
Benefits of using Pardot hosted Forms
Forms are a powerful way to collect information about visitors and turn anonymous visitors into identified prospects. Pardot also allows us to use third-party forms and pass prospects’ data into Pardot using Form Handler. We will discuss Form Handler feature in the upcoming blog post.