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How to Optimise Your Website Lead Capture [Best Practice]

By giosg.com, on 28 October, 2020

Marketers work hard to drive traffic to their website, from SEO to PPC ads and social media campaigns. But the real challenge begins after visitors land on your website, when it’s time to capture and convert. 

Converting hard-earned traffic is not only one of the biggest challenges marketers face but a top priority. 

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67% of businesses use lead generation as the sole metric to determine content success.

Part of building an efficient lead generation process is capturing your leads. This is a vital step that focuses on collecting that all-important contact information and data on your prospective buyers. 

In this lead capture guide, we uncover the best practices and tactics for effectively converting and capturing leads on your website.

What's in store?

1. What is lead capture?
2. Why ditch traditional forms
3. High-converting lead capture tactics
4. Multistep forms
5. Lead Generation Chatbots 
6. How to optimise lead capture tactics
7. Gamification
8. Onsite behavioural targeting
9. A/B testing
10. That's a wrap

What is lead capture?

Lead capture is the action that happens on your website when your visitors convert into leads. Typically this happens using lead capture forms, lead capture pages and in eCommerce on checkout pages.

Lead generation process highlighting converting leads

A lead capture form is the tool used to collect customer data. The main purpose of lead capture forms is to collect contact information by giving customers something in exchange for their data -  be it a guide, discount code, or a product demo. 

Lead capture pages are dedicated landing pages used for specific marketing campaigns. The focus of lead capture pages is to provide information and entice visitors to leave their data. This information is often collected through lead capture forms.

Why ditch traditional forms?

Although the typical in-page forms are still at the heart of most lead generation strategies, consumers have become increasingly demanding, protective of their data and shy away from leaving their details. 

The fact is that static forms just don’t work as well as they used to. Long forms might even be killing your lead generation, as they no longer provide enough value for visitors.

Forms with multiple fields can reduce conversion rate. 

Marketers often face a catch-22 situation - the less fields you use, the better the conversion. But the more fields you have, the better your lead quality.

The issue with standard static forms is that you have to pick one or the other. 

By using tactics that are more engaging and interactive like multistep forms or lead generation chatbots you can collect more data in a user-friendly way, while increasing the quality of your lead capture. This applies for both B2C and B2B lead generation

In the next section, we deep dive into the different types of lead capture tactics for increased conversion rates and improved customer engagement.

High-converting lead capture tactics: 


Multistep forms 

Multistep forms are exactly what they sound like - long forms broken into multiple views. It’s a simple way to help fight form fatigue and make forms with multiple fields less overwhelming to visitors.

Example of a multistep form

Multistep forms have 87% higher conversion rates.

Obviously, this doesn't mean that sky's the limit - it's still important to be concise and keep form fields to a minimum. But in situations when it’s absolutely vital to have many fields, multi step forms are a great choice. 

Take shipping forms or event registration for example - you wouldn't want to send your products to the wrong address. Using multi step forms allows you to collect more information without overloading your forms. 

When to use multistep forms?

Spreading information across multiple views can create a more positive customer experience and increase conversions while improving your lead quality. 

Choose multi step forms, when you want to:

  • obtain a lot of information and data to qualify leads.
  • qualify leads without intimidating website visitors and reducing your conversion rate.
  • only convert visitors who are truly interested in your offer.

BEST PRACTICE TIP! Always ask the most crucial information first i.e email or phone number. Consider making less important information optional.

Read more about optimising your multistep forms and designing lead capture forms for accessibility in this post. 


Lead Generation Chatbots

Lead generation chatbots provide a new avenue for capturing leads on your website. Although often thought of as a customer service channel, chatbots are excellent tools for both marketing and sales.

2020 10 25 lead capture_pillar page img 6


The benefit of using chatbots  

  • Improved customer experience 
  • Capture leads 24/7
  • Lead qualification 
  • Increased engagement and interaction


Qualify your leads with chatbots

Much like multi step forms, chatbots can improve the quality of your lead capture. Chatbots can help you get more information on leads, before you send them to your sales team. 

The reason lead generation chatbots are more effective than static forms is that the lead capture and qualification approach is conversational and less pushy!

Interested in conversational marketing? Read about what it is in this post. 

Combine your chatbot with live chat 

Lead generation chatbots can be combined with live chat. Using a chatbot as the initial interaction, you can qualify the online prospect before transferring to a real chat agent.

This means your sales team spends less time chatting to irrelevant leads and more time on qualified sales leads.

Types of lead generation chatbots 

There are different types of chatbots - some are more advanced than others. Depending on your needs, you may opt for a fully automated AI run chatbot or a simpler one, built on workflows.

Conversational chatbots are built on machine learning meaning it becomes more “knowledgeable” the more information it is fed. It allows the website visitor to freely converse and type in their questions or responses. 

Button-based chatbots are built like decision trees, whereby the user follows a predetermined path by clicking on the options provided by the chatbot. Instead of typing their own query or question, the user simply clicks on the options provided.

The benefit of using button bots is that the user is essentially forced down a pre-decided guided path. This means there is less room for error or miscommunication between the chatbot and end-user.

Conversational chatbots are more advanced, requiring more time and data. Built on machine learning means they need some training before being fully automated. Read more about how chatbots work in an interview with a chatbot developer. 

Currently, there are some solutions out there that allow you to create button-based chatbots. Take giosg Interaction Designer, for example. It’s a versatile tool that makes creating different types of lead capture interactions and button-based chatbots easy. 

The drag and drop solution requires no coding and can be implemented immediately - a dream come true for any digital marketer!

How to optimise your lead capture tactics

Gamification 

Buzzword or not, gamification is an effective way to optimise your lead capture forms, by increasing engagement and conversions. If you're new to it, gamification is all about placing game-like features, mechanics or user interfaces onto your website.

There many ways to gamify your website, but it works exceptionally well for improving your lead capture forms.

70% of marketers say that interactive content is effective for converting website visitors.

Gamification can help marketers to create interactive experiences that make your brand stand out from competitors. Create a meaningful experience and offer value by using gamification throughout the customer journey to:

  1. Capture new leads and collect contact information
  2. Get more data on existing leads and bulk up your CRM
  3. Build loyalty and foster better customer relationships

How does gamification work?

Gamification creates a “Flow” state-of-mind, which is the feeling of timelessness and happens when an experience is so enjoyable that the person is completely immersed in what they are doing.

Building this kind of experience for your website visitors is the ultimate goal, isn’t it?

Using interactive game-like incentives such as points, badges, and rewards, marketers provide more value and increase a visitors motivation to provide their data.

Example of gamification for lead capture

Why not try optimising your lead capture by:

  • Creating a quizzes: Quizzes work as data collection points to segment your customer base for personalisation. Leverage the power gamification with a fun quiz that activates customers allowing you to entertain visitors while capturing leads. 

  • Gamifying your seasonal campaigns: Take advantage of different holidays to gamify your website lead capture. Try creating an advent calendar for your holiday campaign that motivates visitors to leave their information in exchange for a promotion, new product or discount.  

  • Creating fun questionnaires: Why not create game-like questionnaires to get a better understanding of your existing customers, get more information on your customers and bulk up your CRM.

  • Using gamification in your ad lead capture forms: Gamify your ads by creating quizzes, polls, or games and connecting them to 3rd party websites as rich media ads. Connect with your target audience where they are and start capturing leads outside of your own website! 


Onsite behavioural targeting 

Onsite behavioural marketing is also known as onsite re-marketing and is a data-driven strategy to personalise, engage and capture leads on your website. 

It’s not enough just to have your different lead capture tactics in place, targeting your visitors at the right time is the key for increased conversions. Targeting is all about personalising your approach. 

80% of consumers are more likely to do business with a company if it offers personalised experiences.

Onsite behavioural targeting on a website

By tracking your visitor behaviour and using that data to segment your customers, you can perform successful onsite targeting. And if you fail to target your visitors at the right time, it could cost you. 

48% of consumers reported leaving a company’s website and purchasing from a competitor due to a poorly personalised experience.

Whether it’s a multi step forms, quizzes or chatbot ensure that each visitor gets a unique experience that is relevant to them.

Try targeting your lead capture tactics according to:

  • What page your visitor is on 
  • Where your visitors are on your page
  • Where they came from: previous page, campaign URL, traffic source 
  • Which country they are from 
  • The number of times they have been on your website


A/B Testing

A/B testing, also known as split testing, involves displaying two different variations of your content to your online visitors. 

The performance of both versions is measured, then evaluated and used to optimise your final content. The aim is to determine, which variation performs better for the given conversion goal.

Experiments are most effective when testing one specific variable at a time, such as CTAs or form fields. This makes it possible to draw conclusions.

When optimising your lead capture methods, you can AB test specific form elements or even different types lead capture methods.

A/B testing is the number one preferred method for conversion optimisation by digital marketers.

Example of lead capture A/B testing in giosg interaction  designer

What to A/B test?

A/B testing is the most popular optimisation method amongst marketers, but currently not a lot of tools offer AB testing for chatbots or other interactive lead capture methods. 

Giosg has a built in AB testing feature that makes it easy to test any element of your lead capture interactions. 

Here are some ideas of what you could test: 

  • Multi step form vs. a lead generation chatbot
  • Automated messages of lead generation chatbots
  • The number of mandatory form fields
  • Calls-To-Action
  • Targeting: Find out which page is your highest converting page.

That's a wrap!

There are many things marketers can do to optimise website conversions. But lead capture forms are one of the simplest and most effective elements that provide quick and high returns.

Switching your static forms with interactive lead capture tactics, will not only provide a better customer experience and increase engagement, but significantly boost your conversion rate.   

Interactive content can increase your website lead generation by 3X 

If you’re interested in implementing any of the strategies mentioned in this guide, don't hesitate to chat with us on giosg.com or book a demo with one of our experts.

Topics: Lead Capture