After a talk on lead management, I spoke with several marketers from a company where one said, “We don’t need to qualify our leads because our web forms do the qualifying for us… then we send them to our sales team.”
Here’s the problem with that model… long and detailed web forms often cause people to lie or simply leave altogether.
So what should you do instead? Start by creating a lead generation form that balances your need for information and potential buyers need for not being hassled.
Testing and optimizing even a few key aspects of your landing pages can provide major gains for your lead-gen efforts to improve lead conversion and ROI.
Recently, I was a guest on a web clinic Dr. Flint McGlaughlin, Director, MarketingExperiments that examines three tests they conducted to demonstrate how you can use Incentives and Friction to generate more leads through your site.