Automated data capture forms are crucial to your business, they’re how you attract website visitors and turn them into leads. Without them, you'd have a really tough time obtaining information on potential customers, tracking data regarding purchases, customer feedback and generating new leads.
If you use smart software like HubSpot CMS, forms can be automated to place visitors into different stages of the sales cycle, anywhere from a subscriber through to a sales qualified lead. Often in sales when a prospect becomes a ‘hot lead’ time can be an important factor, however smart form programming can send your sales team a notification so that they can react immediately.
With this smart software you can set the parameters as no one will know your customers like you, leaving you to decide who fits into what stage of the buyer’s journey. This will allow you to build better ROI over time, allow your team to focus on low hanging fruit, nurture leads and flick the time wasters and tyre kickers away.
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You can’t afford to have a form on your website that doesn’t create a positive, painless experience for visitors, so we’ve come up with 5 main points to consider when creating automated data capture forms.
Here’s what we’ll cover:
Form length can drastically impact the quality and quantity of leads you convert so we'll start here…
1. Form length
The unassuming data-capture form seems such a simple element of inbound marketing, yet it's regularly a subject of debate, especially when it comes down to deciding how many fields to include on that bad boy.
But what’s the magical form field sweet spot?
When creating data capture forms there’s no “one size fits all” approach; they all vary in length depending on a business’ needs and the information they want to collect from leads.
Fewer form fields generally result in more overall leads, as more people are willing to fill a shorter form out. On the other hand, the quality of leads is usually higher when visitors are willing to complete more form fields and provide you with more information, as they're more likely to see things through to the end.
2. Terminology
When creating a data capture form you should communicate what information you need from your leads, and make it clear about what’s in it for them. Pitching the value that your users will receive in exchange for handing over their data makes all the difference to your submission rates.
Make sure that fields in your form are in a simple and direct language, so that they’re easy to understand and gain the right information.
Click here to discover our beginners guide to lead generation
3. Trust indicators
There shouldn't be a shred of doubt in your visitor's mind when filling in your form. If they're confused or feel like completing the form is a risk, they’ll bounce off your page and not finish it. You should reduce their anxiety with trust indicators.
Somewhere on your form include a short statement about what you’re going to ask from your leads and also why you need the information requested. This allows you to remain transparent with your visitors and reassure them that their data won’t be misused.
4. User experience (UX)
Improving user experience (UX) helps businesses to boost their conversion rates by up to 75%. Forms that're easy to complete, simple and visually appealing provide a better UX. A positive UX makes your website visitors more likely to exchange their data, helping to boost your conversion rates.
User experience is key to your digital growth.
Find out how to use buyer personas to supercharge your UX.
5. CMS Hub
Automated data capture forms play a critical role in a successful inbound lead generation campaign, so the software you’re using must be up to scratch.
HubSpot’s CMS Hub makes it easy to generate fresh leads with powerful web forms. With this industry-leading CMS software, leads will flow seamlessly from your website to your CRM, where automation workflows can trigger personalised follow-ups based on contact details.
Thousands of customisable fields are available to capture all prospect information you need to convert more leads and grow business, as well as other inbound tools hard-baked into the software.
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