landing page conversion optimization checklist

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Lead Generation 101: How to Properly Use Forms to Get Prospect Data for Follow-Up

By | conversion optimization, copywriting, Inbound Marketing, internet marketing, landing page conversion optimization checklist, Landing Pages | No Comments

Too many online marketers assume that their dynamic content will keep users engaged enough that they’ll make the move to contact, comment, or buy. But it’s up to you, dear seller, to initiate contact for lead generation. Using forms with sensitivity to user needs and objections will land you rich prospect data. Here’s how you can properly use forms to get prospect data for follow-up.

Whatever Doesn’t Work: Get It Right Before You Launch

First and foremost, your form has to function on every platform, every time. It also has to be secure, and your customers need to be aware of how secure it is. A security seal from a reputable company like McAfee or Verisign helps build user confidence, as does the application of Captcha codes. You can use Autocomplete to speed user progress, but beware of auto-suggest on mobile devices, as an intelligent device can quickly become quite the opposite when it offers auto-correct on email addresses.

Don’t Make Them Go Hunting

Your lead form has to be prominent. Hiding it in the margins of the page will result in frustration for both users and sellers. Visibly display the form once a user has spent a set amount of time on the site, as a popup, or have forms appear at the end of articles inviting users who “want more content like this” to subscribe. Basing visibility on users’ behavior works: be conspicuous, make it simple yet rich enough in data that you’ll be able to target your response, and always provide an alternative to simply saying “no” with a toll-free number, “like” option on Facebook, or other social media share prompt gabapentin generic. Forms in and of themselves can be foregrounded as a kind of call to action. If your end goal is to funnel leads into your customer relationship management (CRM) system, inviting people to fill out a form in order to receive a discount, get a free quote, or enter a contest becomes the central ask of the page. Bundling forms with enticing offers does two things: it incentivizes the form completion, and, by dint of having engaged users in an offline conversation, boosts conversion rates. You want to be in their inbox, knocking, in an active sales role rather than waiting for them to come to you.

Navigate Objections With Clear Communication

You are walking a tightrope between gathering useful information and seeming too acquisitive. Users are beginning to understand that if they are getting something for nothing (i.e. information or apps), then the data they give is a form of payment. They may be cheap with data until trust has been built, and you have shown your site and services to be indispensible. Grade your forms accordingly—the less information you demand up-front, the more likely people will be willing to offer it. Being perfectly clear about what happens when a user submits a form is also critical. A button that says “Click Here to Contact Us” is more trustworthy than one that says “Submit User Data.” Use friendly language and make your buttons look like buttons, placed where users expect to find them. If you are asking for data that may not seem strictly necessary to users, add a line explaining why you want it. For instance, if you are asking for birthdate, add a line telling users that your company sends out special offers for customers on their birthdays.

Reap What You Sow: Get Ready to Respond

Of course, once you have that precious form data, ensure that you have a solid offline team to respond personally and at lightning speed to the contact request. Your analytic data will tell you about user behavior (how often they have visited your site, duration of stay, etc.). Your responses should be tailored according to the quality of the prospect. Keep to these guidelines to build and make use of online forms that drive your business. Ensure that you have functionality and security, communicate clearly to users how to use forms and why you are gathering information, and make sure that forms are easily accessible, if not outright in-your-face. Finally, make sure that you are ready for the flow of information once you launch your forms, with a team of responders and a system to grade users into categories for customized responses. If you’d like to learn more about lead generation with a free consultation, fill out the form on this page to contact us today.

Landing Page Conversion Optimization Checklist: Getting Started

By | conversion optimization, landing page conversion optimization checklist, Landing Pages, Resources | No Comments

This checklist was originally created for a popular Internet Marketing forum in early 2012 and has since received 4000+ views and 150+ positive reviews. Many of the people that have stumbled upon it have let me know that they don’t think it gets the attention it deserves, and I agree.

Over the next couple months I’ll be rereleasing a section of the checklist each week with updated tips and more in-depth explanations of why each item on the checklist will help you increase conversions.

Get notified of new posts by using the form in the sidebar, or subscribe directly using your favorite RSS reader. At the end of the series you’ll be able to download them all together in a printer-friendly pdf.

If you have any questions or would like to debate the validity of a particular point, I encourage you to leave a comment here or in the comments sections of the corresponding post.

Part 1: Getting Started
Part 2: Headlines
Part 3: Call-to-Action
Part 4: Social Proof
Part 5: The Guarantee
Part 6: Lead Generation
Part 7: The Copy
Part 8: Landing Page Design
Part 9: Prelaunch

Getting Started: Background and Research

Before you jump into creating your landing page, you need to do your homework. In fact, these points are something that should have been taken into consideration long before this point. If you have yet to find answers to these questions, don’t neglect to answer them now, or your business will almost certainly fail.

Write down answers to these questions now and as you piece your landing page together. Check back frequently to make sure your actions are in tune with your objectives, your offer and, most importantly, your audience.


_____ Define your audience.

Who are the people that will be receiving your message, what are they like, and what problems do they face? You can shine some light on this question by either analyzing your own traffic, or using a service like Quantcast to see the demographics of authority sites in your niche.


_____ Create Personas.

This helps to visualize your customers and get in their heads a little bit more.  Create your personas before you start writing or designing your landing page, so you’re able to better imagine how your various personas will react to your page. I’ve included an example persona for a skin care product below. It seems like a silly exercise, but it works wonders.

-21 year old
-College student
-Has had bad skin for a long time now, and was teased about it in high school.
-She has desperate for a solution to her skin care problems, but due to tuition costs, can’t afford to pay for expensive skin care systems. Her mother, on the other hand, has money to spend.


_____ Define your offer and benefits. 

What exactly will you be offering to visitors of this page? In what specific ways will readers benefit from your offer?


_____ Define Your Unique Selling Proposition (USP)

Without going into too much detail, your USP is a brief description of what you have to offer, and why it is better than all your competitor’s. This is probably the most important step, and will be one of the main focuses of your landing page. If you are unable to define your USP, it’s probably a good idea to go back to the product development stage and figure out a way to give your customers something they won’t be able to find anywhere else.


_____ Define the goals of your landing page.

At this point you should a deep understanding of what you’d like to accomplish with your landing page. It’s still a good idea to write it down now, so you don’t lose focus once you dive in. Go for the direct sale, offer them something in exchange for their contact info, get them to download your software, or something totally out of the box. Whatever it is, don’t attempt to accomplish it all with a single landing page. With goals in mind, you can define a metric to rate your success by (conversions).


_____ Define Your Traffic Sources

If you’ve been able to successfully define all of the above, you’re now in a good position to figure out the best way to drive traffic to your page. The more you can figure out about how you’re going to generate traffic at this early stage in the landing page creation process, the better you’ll be able to cater the copy to your visitors. For example, if you’re able to come up with your Google Adwords ad copy and keywords before you start writing your landing page, you’re able to define expectations and get a better idea of what part of the buying process they’re in.

The post Landing Page Conversion Optimization Checklist: Getting Started appeared first on Landing Page Copywriter.