6. Ask the Right Questions
When a user gets to your form, the questions you are asking are what will determine for the user if they will or will not fill out your form. However, there are several best practices to keep in mind when it comes to determining the questions you’ll ask your visitors on your form:
- Limit the overall number of questions on your form from anywhere between 3 to 10. Any more, and you start scaring visitors away
- Before you ask any detailed questions, make sure you get their basic contact information: first and last name, email/phone number, and job title
- Talk with your sales team to determine which questions will provide the most valuable answers. Now is your chance to influence the quality of your leads generated, so make sure you’re gathering what you need to know
7. Use Smart Forms for Returning Visitors
Though it’s certainly great when a new visitor downloads your content, it’s even better when they come back for more. Why? Because now you know you’ve established yourself as a trustworthy authority in their eyes. You also know that your nurturing is working as well! To help increase the chances of a lead reconverting on a second offer, you can make things easier by eliminating the questions that they’ve already answered from your form. By implementing progressive profiling, not only will they be less annoyed, you’ll also have the opportunity to ask new, more detailed questions that can help you better understand their needs.
There many things inbound marketers must do to help improve the performance of their landing pages. By following these 7 basic guidelines, however, your landing page will be well under way to generating more leads for your business.