February 12

Online Lead Generation: How to optimize forms to convert window shoppers into leads

Lead Generation


As I’ve written before, when dealing with the complex sale, most people aren’t coming to your website to buy; they’re coming to your site for information. And people are hesitant about giving up too much info on forms before you’ve earned their trust.

Have you thought about your web forms? How much information are you asking for before you’ve earned their trust?

I’ve invited Dr. Flint McGlaughlin, Director of MECLABS Group (parent company of MarketingExperiments, InTouch and MarketingSherpa), to show us how to optimize our web forms to increase conversion of that traffic.

During this complimentary webinar, Dr. McGlaughlin will be performing live optimizations and providing specific advice on improving your online lead generation efforts. You can check out this short video of Dr. McGlaughlin speaking on optimizing email responses.


About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. It is very true that capturing “just enough” information on web forms is the key. We started using google analytics with various types of forms to see which form gets the most information and visibility. It was interesting to see that a lot depends on the content too… the more and the better content you, the more are people OK sharing their contact information.

  2. Hello Brian

    The general consensus is that you should be offering sufficient free information on your site to get buy in (via a free ebook or online video series for example) from people registering for your mailing list in order to gain access to this information.

    Then you can now leverage this mailing list of yours with future offers (guarding against spam of course…..)This pretty much seems to be the recipe the premier internet marketing experts are all dabbling in.

    Get your tentacles into those window shoppers 😉

    Best wishes


  3. I ask for almost nothing on my forms. Email address, and that’s it, and the text above the box says “we’ll never give out your email address to anyone for any reason, and we’ll never consider this as giving us the right to bug you. We consider it an honor that you’re giving us the opportunity to stay in touch with one email per month, and every email gives you the opportunity to unsubscribe with just clicks of your mouse.”

  4. I have the marketing sherpa landing page guide it’s great. they know what they are doing. it’s amazing how many company websites have awful or even no landing pages. crazy

  5. Thanks so much Brian for posting this information. Just wanted to check that the opportunity is still open for site review.

    My husband and I have a new site in something really outside the norm and would love the option of having the site reviewed as our lead generating on the site is not very good at the moment.

    The site it http://www.jaycandkayleylive.com.

    Kindest kayley.

  6. I too agree with you that people visit sites for information, and it’s not only information…it must be unique and relevant information. The video was helpful….Thanks

Comments are closed.

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