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Find out where your form and quiz based leads come from, plus which marketing channels, keywords & pages deliver the best returns.
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Track and Optimise Forms for a More Profitable Business
One of the most common ways to gather from your website is the use of onsite forms. But just because they are commonly used doesn’t mean they are well used. In fact, the reverse tends to be true. Too many businesses think that the act of using forms to collect leads is enough, and they don’t do much more with them than pass them on to their sales team.
If you’ve been reading our previous articles, you’ll know that successful lead management depends on comprehensive lead tracking, and forms are no different. Tracking your forms lets you go beyond knowing only how many people filled in form on your website and tells you where those potential customers came from. Just like phone and live chat tracking, this allows you to improve and refine your marketing strategy as you identify where your leads come from by tracking the whole of each of your customers’ online journey.
But it isn’t all about tracking. It’s also about optimising the forms that you use on your website. The simple thing may to be put a form on your website asking for name, email and telephone number, but is it the most effective thing? Probably not. And how do you improve the chances of website visitors filling in your forms anyway? You do this by only using thoughtfully designed forms, and ensuring that they complement any PPC and that, where appropriate, they sit on well-structured landing pages. Sounds complicated? It can be but let’s look at the basics.
What is an online form?
When you think of an online form used to collect leads, many businesses think of a simple contact or call back form, and this is certainly the most common way to collect details from website visitors. There is absolutely nothing wrong with this approach, but even with a simple ‘call me back’ from there are some very basic things to consider.
First, what details do you need? It may be tempting to ask for lots of information, but you should be discerning. For example, if you are selling a service or product that will require you to visit a customer’s home, for example you are fitting a kitchen, then it may make sense to ask for a postcode. But if you don’t need that information upfront, then don’t ask for it. There’s considerable evidence to suggest that potential leads are likely to drop out if they are asked for too much information.
Second, can you use your forms to qualify leads? The answer is almost definitely yes, and this is where we start to consider online forms that are more than just forms.
Optimising your forms
Basically you can use your forms to provide qualified leads by building part of the sales journey into the forms. This is generally done by asking a few questions that will allow you to segment your leads. Imagine you are a mortgage broker. You can segment and qualify leads by asking questions such as ‘have you already seen a property you want to buy?’, ‘how much deposit do you have?’ and ‘do you have a good credit score?’. The answers to these questions can be used to determine who follows up the form, what service is most appropriate etc. Furthermore, by recording and tracking these responses and connecting them to the rest of the customer journey, you can generate data that will show you the types of answers that are typically given by your most profitable leads. This in turn helps you to further refine your lead generation strategy.
Your forms don’t even have to be called forms. You may ask website visitors to complete a quiz or other activity. Let’s say you sell home security equipment. You may develop an online survey called ‘How secure is your home’. During the course of the survey respondents may be asked what current security equipment they have and at the end given an assessment of their current home security and suggestions for improvement. They can then request a call back where your sales team will discuss suitable products. Using the details they’ve given on the survey, your team can immediately see what their requirements may be without having to ask for the details again.
Put All The Pieces Together
But wait! You said not to ask for too much detail
No. We said don’t ask for irrelevant detail. Asking pertinent questions on forms can help to provide you with qualified leads. It’s true that some people may drop out of the sales funnel during the process of completing the form, but this isn’t always a problem. In many instances, those people self-excluding by failing to complete the form would have turned out to be time wasters who weren’t really interested in your product and services anyway. This is particularly true of big-ticket items and premium services.
In addition, comprehensive lead tracking will let you identify at what point people drop out. This lets you amend forms if you think that the design, rather than how serious the prospect is, is causing people to fail to complete the journey. There are subtle ways of gathering lots of information by asking one question at a time, or through use of drop downs or interactive funnels or AI driven forms.
We would always advise that any lead management system is regularly reviewed using the data that you are gathering via lead tracking to make necessary changes. Regular reviews also let you make sure that you are still generating the type of leads you are looking for.
Like other types of lead tracking, form tracking also lets you match leads to any previous contact the customer has made by tying in the form details with all your lead data. This applies to any future contacts too, so it pays to ensure all customer contact/touch points are tracked.
As always with tracking, the most valuable data comes from connecting strands of information to build a fuller picture of each lead. Where they came from, how many times they have contacted you, whether they have responded to direct marketing, what was the result of their contact (i.e. did you make a sale) all this information and more can be harvested from the sophisticated lead management strategy and systems we employ.
Tracking for future profitability
All your tracking data can be used to develop better marketing and lead generation strategies. By identifying the sources, touchpoints, and path that your most profitable leads take, you are in a much better position to replicate and improve this journey for future and returning customers. And the foundation for this is robust data. Data gathered through lead tracking.
Talk to us today and track your leads
Whatever your form tracking and online tool tracking needs, talk to us today to find out how we can help you track your leads, grow sales and reduce wasted marketing spend.
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