Dear Static Lead Forms, Please Go Away!5 min read
At some point when you’ve visited a website, you’ve probably been asked to provide personal information to receive something in return, like a download or more information. You might have been asked to fill out a form only to receive a very static and non-interactive experience.
Over the years, there has been a significant decrease in the amount of conversions on traditional lead forms, or what we call “static lead forms.”
These forms were created by brands with the hopes that interested buyers would connect with them by simply providing them with a simple form to fill out. Easy, right? Wrong.
Consumers Avoid Static Lead Forms
Static lead forms completely miss the mark for buyers. When a buyer is asked to provide their information, they know upfront that someone is going to call them to try to make the sale.
That’s why consumers are often so reluctant to fill them out. Most of the time, buyers are in the research phase when they’re filling out these forms; they’re not ready to talk about pricing let alone signing on the dotted line! But it’s amazing how often brands jump to this conclusion and have their sales teams aggressively try to make the sale.
Buyer behavior is changing, and so is the technology and information that is available to buyers. Not only have they become more knowledgeable, buyers have become distracted by other brands who are engaging them effectively.
In other words, don’t expect tons of conversions on static forms that worked for you in the past. Those days are gone.
“Buyers are in the research phase when they’re filling out these forms. They’re not ready to talk about pricing — let alone signing on the dotted line!”
Traditional, static lead forms are dying, and — among the ones we just mentioned — there are many good reasons for that. One of the primary reasons is they just aren’t serving the needs of your buyers anymore.
Using a static lead form is like having a sales rep who hogs the conversation and gives the same tone-deaf pitch to any prospect that crosses his or her path. They don’t even consider the buyer’s wants and needs. Have you ever bought something from that type of salesperson?
Interactive Experiences Engage Consumers
In the midst of many self-serving, static lead forms, a new hero has rode into town: interactive experiences.
Unlike static lead forms, interactive experiences ask questions, gather information and deliver helpful answers to consumers based on the information provided. It starts a conversation instead of creating one that’s one-sided. Because of this practice, interactive content is gaining traction and becoming the norm for delivering positive online experiences to your buyers.
You might ask, but what are interactive experiences? Here are just a few examples:
- Assessments – Dive into personal needs and deliver helpful recommendations based on feedback
- Calculators – Help buyers gauge value
- Chat – 1:1, real-time assistance just as a customer is evaluating a purchase
- Interactive Infographics – Infographics with interactive elements like motion and on-demand elements like info panes or videos
- Pay with a tweet/social share – Reward visitors with access when they share your content with their social media network
- Quizzes – Let visitors test and showcase their knowledge
- Video – Show vs. tell
“Interactive content is gaining traction and becoming the norm for delivering positive online experiences to your buyers.”
And here are some of the results they’re producing:
- Interactive content generates 94% more conversions. (Source: Demand Metric)
- Interactive content generates 300% higher consumer interactivity. (Source: HubSpot)
- Interactive content generates 60% higher retention of information. (Source: PERQ)
- Interactive content generates 500% more consumer data collected. (Source: PERQ)
Why wouldn’t you use an interactive experience to entice consumers to provide information so you can provide them with a better experience they so crave and deserve?
The main goal of interactive experiences is to provide value and build trust before you ask for a bigger commitment like sharing contact information. That’s exactly what great salespeople do when they’re trying to build a relationship with their prospect.
Ditch the static lead forms and start using interactive content to engage your customers. Trust us, it will serve you well.