Lead Capture Forms: Your Ultimate Tool To Boost Sales And Gain New Customers


In the digital age, businesses are constantly seeking effective ways to generate leads, and one of the most efficient tools at their disposal is the lead capture form.

Leads are, without a doubt, the driver behind each business’ success; if there are no leads, businesses have no one to market to or run promotions for.

Over 74% of companies use online forms for lead generation, and more than half consider them the highest conversion tool.

Although it intends to supply you with emails from potential customers, the lead capture form does not have to be presented in a generic way that simply puts viewers off. 

We will shed light on some of the best practices that will enable you to wow prospects. This article will delve into the importance of lead capture forms, their types, best practices, and how to create one that consistently converts without demanding excessive time and effort.

What is a lead capture form?

By definition, a lead capture form is an online form used to collect contact details from website visitors for future communications. You’ve probably encountered them numerous times while browsing online. 

What is a lead capture form

They usually come in the form of pop-up messages or are placed peripherally as simple fill-in-the-blank forms with intriguing calls to action.

The purpose of these forms is to capture leads by collecting visitors' contact information online. These contacts could be potential customers, hence known as leads. Once a website visitor enters their details in the lead generation form, they become a lead. 

Marketing teams then nurture these leads by sending them helpful emails and promotions until they become marketing-qualified leads (MQLs) ready for the sales team. 

In addition to that, the leads you capture organically have a much higher value than those you receive from other sources—buying mailing lists and contact info from other businesses or vendors—as the prospect clearly shows interest in your service or product but is yet to make a purchasing decision. 

In such instances, your lead capture methods were successful, and it's up to your sales team to proceed with the conversion process.

Creating a lead generation form

Now that you know what lead capture forms are, let’s discuss which steps businesses take to ensure their lead-generation efforts convert.

Creating a lead generation form can be done in numerous ways. First things first, you have to pinpoint the purpose of your campaign and where you will deploy it

If you're running an online store, both WooCommerce and Shopify can help you create the perfect experience for prospects, as you can use various methods to create lead capture forms.

These sites are filled with apps and software that seamlessly integrate with your online store and enable you to craft breathtaking experiences.

You can browse through templates of effective pop-up messages, build a compelling lead capture form, craft intriguing CTAs, and time them to deploy at a particular time—for instance, after a prospect has scrolled through at least half of your site’s content—all of that in just a few clicks.

If you want, you can even position them on the site to encompass the space that you believe is most suitable for effective conversion or even surprise prospects with other forms of interstitial ads that carry valuable video content, breaking away from generic targeting.

All in all, when you have the right set of tools, you can generate the most captivating lead capture forms in less than a couple of minutes. On the other hand, if you want to go the manual way, you can expect to lose a lot of time as you have to handcraft the design, layout of the form, etc. 

Why use a lead capture form?

Lead capture forms are beneficial for several reasons. They automate the lead-generation process, position leads for purchase, and collect valuable data about potential customers

Why use a lead capture form

Over 60% of marketers say generating leads is their biggest challenge, and lead capture forms can help address this issue in a manner that’s convenient, cost-effective, and fun for all parties.

In addition to that, you can safely embark on the path of successful marketing as you will be engaging real organic prospects rather than spam emails or bots. 

To paint a better picture, the main reasons why all businesses should leverage lead capture forms are: 

  • Lead generation. Lead capture forms are highly effective tools for generating top-quality leads, enabling the collection of contact details from potential customers visiting your website.
  • Data collection. These forms offer a structured method for gathering specific information about prospective clients, allowing you to better understand your audience and customize your marketing strategies accordingly.
  • Conversion optimization. By presenting valuable content or offers in return for contact details, lead capture forms can help boost conversion rates.
  • Automated marketing. When visitors complete a lead capture form, their data can be automatically integrated into your email marketing or CRM system, facilitating automated follow-up and lead nurturing processes.
  • Segmentation. You can utilize the information obtained through lead capture forms for segmentation purposes, which will enable targeted marketing efforts based on specific customer profiles.

Types of lead capture forms

Lead capture forms can vary depending on the business and its needs. The simplest forms are registration forms that only ask for users’ email addresses. These work well for blogs or eCommerce businesses that want to build their email lists.

Types of lead capture forms

In the B2C space, most companies only ask for the name and email address of the customer. However, businesses that sell specialized products may need more information, such as age, gender, occupation, income level, etc.

In the B2B space, lead capture forms are more detailed and ask for more information.

For example, a business selling customer relationship management software will need to know more about its potential customers, such as the company name, industry, number of employees, and annual revenue.

Best practices for lead capture forms

Not every lead capture form is successful. There’s a reason why only a select few businesses command a robust number of leads and launch promotions that deliver ROI

Best practices for lead capture forms

While you can allow your creativity to take charge and create something unique, certain best practices must be followed when creating lead capture forms:

  • Grab users’ attention. Your form should immediately grab users’ attention. Write a strong headline explaining what they will get from completing the form and how it can benefit them. You can also experiment with color. For instance, if your page is entirely white, deploying a black lead capture form will most definitely grab prospects’ attention.
  • Keep it short. No one wants to spend much time filling out a form. So keep your form short and to the point. The average web form length is five fields, which drives the most conversions. 
  • Include quality CTAs. Your form should include a quality call to action (CTA) that is direct and clearly tells the reader what you want them to do. Lead capture forms with personalized CTAs convert more than 40% of website visitors into leads.
  • Be strategic about placement. The lead capture form’s conversion rates depend greatly on its placement. It's critical to put your forms in the right place on your website.
  • Only include relevant fields. Include relevant form fields that only ask essential questions. Ask as few questions as possible to contact and qualify your lead, and you can ask for more information as soon as they enter your funnel.
  • Use interactive elements or images. Include interactive elements or images in your lead capture form to capture the attention of your website visitors.
  • Include privacy policy information. When collecting users’ contact information, be transparent about how you'll use it. Your lead capture form should link to your privacy policy explaining your use of their personal information.
  • Ensure the forms are secure. Ensure your forms are safe and appealing to visitors. You can do this with a third-party security service to ensure your customers’ information is safe in your hands.
  • Set up post-submit emails. Following through and setting up post-submit emails is equally important as creating the form in the first place. You should email visitors when they submit their information to keep them engaged.
  • Test lead capture forms. A/B tests are a great way to gain insight into how your forms are performing so you can figure out the best version of the form that will generate leads.

Bottom Line

Lead generation forms are an effective method to generate quality leads and introduce them to your sales funnel. Once you get there, you can nurture these leads and eventually convert them into paying customers.

Luckily, there are numerous tools that can help create a new form in a few easy steps, making the lead-generation process simpler and more efficient.

Remember, the goal is to create a short, attention-grabbing form that provides value to the potential lead. In addition, remember to offer value, as no one will be motivated to fill out a form without receiving something in return.

By following these guidelines, you'll be well on your way to boosting sales and gaining new customers.

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