Are your web forms doing its job of converting leads? Here's some tips.

Real Estate Agent with Datamar, Inc. / Homestead Data

The web form on your website are the gateway to conversion, through which all leads must pass. Have you taken a look at your web form lately to see if it's user friendly and conducive to capturing leads?

One of the biggest impediments to online conversion is asking for too much information. Case in point. A subscriber to our pre foreclosure data indicated that there was a spike in web traffic when she directed distressed homeowners to her landing page. Despite the new page views, the conversion was disapointing because those new eyeballs didn't fill out her form.

Come to find out, the web form asked for not only the homeowner's name, e-mail address and phone number, but work phone, estimated income, estimated monthly bills excluding mortgage, bankruptcy history, self employment status, days late on mortgage, how many loans there were on the home, type of assistance desired, best time to contact, and even asked the homeowner to rate their credit. Whoa. Besides being overly prying - people don't like to volunteer too much about themselves - who has time to fill all of this out? 

There is a school of thought that says if a web visitor takes the time to fill out a long-winded form, they are more "qualified". While there is some merit to this, how many people are lost when they hit the back button? I'm of the view that a website should capture less information, perhaps just their name, e-mail address or phone number, or at bare bones, just their name and e-mail address. The visitor could then be put on a "drip" campaign. 

Want both quanity and quantity? Here's how. There is an alternative strategy that fuses the quantity of short forms and the quality of long forms. In order to access your snippet of information, start off with a short form that requires minimal information. Once they enter their contact info, you can have the page re-directed to a page with a longer form. What if they hit the back button when they see the more detailed form? No consequence, because you just captured their contact information on the first form!

Illustration - you offer a free report on how to selll your home. To get this valuable resource, the homeowner must submit their name, e-mail address and optional phone number. Easy and non-threatening enough for the homeowner, right? Once they click the submit button, they are re-directed to a longer form that asks them more details such as their property address, etc etc. 

Feedback is most welcome. 

Comments (1)

Barbara Hensley
RE/MAX Properties - Rockwall, TX
Homes for Sale in Rockwall County, Texas

Brandon - this is an excellent post filled with good information.  I think I would have to say stop at having to answer that many questions.  Thanks for sharing this. 

Oct 05, 2011 12:23 PM