Registration and lead acquisition forms: Are you asking for too much?

Pssst, here’s a secret… people don’t always tell the truth on registration forms. And, many will hit the road if you ask for too much.

Using tech buyers as an example, MarketingSherpa analyzed what buyers are willing to tell you and what questions go just a little too far.

They asked tech buyers “How often do you provide accurate information to the following inquiries?” and turned the numbers into the Chart of the Week.

More than half of respondents will give their name, email, industry, company name and job title. Over thirty percent of people rarely or never answer company size, phone or custom questions.

So, how do you collect quality leads without asking too much?

Mark Williams at HR Marketer recently tackled this subject in a recent post “Lead Acquisition Forms – When Enough is Enough.” If the reason for filling out the form is to gain access to a valuable information piece like a white paper, people may be more likely to fill in the form. Williams also shares how frustrating it is when you’re in a hurry and get stuck with a form.

Your safe bet is to ask for the basics, enough to make contact with the lead – name, title, company name and email. You may also ask for a phone number, although HR Marketer research shows that HR buyers prefer to communicate via email with vendors.

Williams advises to make more ‘personal’ fields optional like phone number, company address or company size.

As a general practice, usually the longer the form the higher your abandon rate will be. Forms that only ask for name and email will have much higher conversion rates, according to MarketingSherpa.

Before asking customers, ask yourself how important the data is to the company. For example, is your sales team large enough to contact all of the phone numbers you get through lead generation forms?

The key takeaway from MarketingSherpa – “Marketers need to think of lead generation forms as a transaction,” where time is the currency and information is the product. Focus on quality over quantity. Be careful not to turn away prospects, because you’re asking them for too much too soon.


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