Landing pages designed for lead capture can help you determine the level of interest a visitor has as well as gather information about who they are. Knowing when to ask for the right information makes all the difference in how often people are willing to fill out your forms.
Keep in mind that people are only willing to part with their contact information if you are willing to part with something relevant and valuable to them. Be careful about when and where you put a form in front of a video, slide deck, or whitepaper. Increasingly people expect access without giving up information so be confident that your content reinforces your value and give freely but be sure to have the proper balance between open access and form-based distribution.
We categorize landing pages for lead capture in the following four ways and suggest the fields for each one:
1. Minimal – use this format for newsletter signups, coupon promotion, etc. with the goal of capturing basic information from visitors.
- Email address text field
- Newsletter subscription check box
- Choose interest from a drop down menu (could include case studies, best practices, events, etc.)
2. Light – use this format for webinar or content download forms to learn more about the people interested in the products or events you are promoting. Use fields found in the “Minimal” category as well as the following:
- Text fields for first name/last name
- A drop down menu to select Country
- Company text field
- Usage checkboxes to better understand their need and buying stage (research, evaluation, trial, production, etc.)
- Company type drop down menu to help you segment the type of opportunity (consultant, end-user, etc.)
- Contact me checkbox to give you a signal on who to follow up with immediately
- A drop menu to select Role including both functional (sales, IT, etc.) and authority options (recommend, approve, etc.)
3. Medium – for your premium content you can ask for much more detailed information. Use this type of landing page format for documentation beyond basic guides, tutorials, etc. Those who desire this type of content are signaling more specific interest in your product or service. Use fields found in the “Minimal” and “Light” categories as well as some of the following:
- Title
- Phone
- Address
- City
- State
- Postal Code
- Industry from a drop down menu to help you better categorize the inquiry and align it with internal expertise
- Company size from a drop down using ranges (i.e., less than 20, 21-50, 51-100, etc.)
4. Heavy – use this form as above but you are adding specific questions related to budget, need, authority, and timing in an attempt to get a better understanding of where the opportunity is in the buying cycle.
- Approved budget as a checkbox
- Approved project as a checkbox
- Timeframe to purchase from a drop down menu (less than 30 days, 60 days, none, etc.
So, there are the four different approaches to building landing pages for lead capture and suggested fields to include. You’ll need to mix and match based on your own goals and company objectives but, at a minimum, think about what type of form needs to be used for what type of content including where not to use them.
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