Top Ten Lead Generation Form Mistakes · MarketingSherpa’s Lead Generation Summit – San Francisco, November 17 – Session #6 –Anne Holland Average B-to-B Lead Gen Form Conversion

MarketingSherpa’s Lead Generation Summit – San Francisco, November 17 – Session #6 –Anne Holland

Advanced Seminar #6

Top Ten Lead Generation Form Mistakes

Anne Holland, Publisher, MarketingSherpa


Facts not Opinion: MarketingSherpa Methodology

! Data for our reports, case studies and newsletters is gathered from the following research sources:" 1. In-depth interviews for case studies – 500+

" 2. Survey from B-to-B Marketers - 5,000+ per year

" 3. Lab tests

" 4. “Best of” research from dozens of expert sources including Research firms, Usability labs, Analytics software vendors, etc.


Average B-to-B Lead Gen Form Conversion Rates

Search Marketing Conversion Rate: Free Registrations 2004/05

2004 2005

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

2004 PPC 2005 PPC 2004 SEO 2005 SEO

Source: MarketingSherpa Search Marketing Benchmark Survey 7/2004 & 8/2005


Mistake #1: Headlines

0.79%

6.31%

9.28%

11.81%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

Doesn't MatchKeyword

Home Page ofSite

Matches Themeof Keyword

Specific Matchto Keyword

Source: Atlas DMT, Search Listing URL and Conversion, 04/2004


Mistake #2: No Hero Shot


Mistake #3: Readability

Logo

Brand Name

Brand Name

XXX-

XXX-


Mistake #3: Readability


Mistake #4,5,6: Email

We value your privacy& do not rent names

! #4

! #5

! #6


Mistake #7: Empty Fields


Mistake #8: Long Forms

Before 2002: After:


Mistake #9: Drop Downs and Radio Buttons


Mistake #9: Drop Downs and Radio Buttons


Mistake #10: Submit Button


BONUS Mistake: Submit Button


Thank You

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Documents

Top Ten Lead Generation Form Mistakes · MarketingSherpa’s Lead Generation Summit – San Francisco, November 17 – Session #6 –Anne Holland Average B-to-B Lead Gen Form Conversion