Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.
+1 212 318 2000
Europe, Middle East, & Africa
+44 20 7330 7500
+65 6212 1000
Let’s talk about the nitty-gritty of lead-capture forms, also known as Webforms or opt-in forms. These babies can be a real friend to us. While we’re busy doing other things, our website visitors can add themselves to our e-mail marketing list. Some opt-in forms are good. Some are just plain bad.
Mistake No. 1. Being Resistible. The reason most "Join Our Newsletter" forms perform poorly is because they are usually completely resistible. Why on earth would anyone want to join a newsletter just to join a newsletter? Your website visitors don’t need to join another newsletter.
What your visitors do need is something that is strikingly valuable and relevant to the problems, challenges, and opportunities that are bouncing around in their brain. Give your visitor something that is very compelling (a white paper, free report, or e-book) in exchange for filling out the form and permission to follow up.
Mistake No. 2: Asking for Too Much Up Front. In most cases, the more fields you ask your visitor to fill out, the less response you’ll get.
There are times when collecting several fields of information makes sense, but unless you have a good reason, you are killing your results with no benefit.
Mistake No. 3: Hiding Your Lead-Capture Form. If I have to click a link to be able to see your form, the likelihood that I will fill it out is much lower . Make sure your Webform is right there on your home page, not on a page I have to click to get to. Also, make sure your form is prominently placed "above the fold" (meaning I can see it without scrolling).
Co-Founder and Vice-President of Customer Service
Want to improve the way you run your business? Entrepreneurs, academics, and consultants from diverse industries offer practical advice on a variety of topics each business day.
To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.