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The Truth About Lead Capture Forms


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For years now, the lead capture form has been a favorite tool in the marketer's tool belt. But do forms actually work? We wanted to use data to explore how today’s lead forms are performing, as well as how leads and customers like using traditional communication channels associated with forms (i.e. phone and email). Learn more here:

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The Truth About Lead Capture Forms

  1. 1. The Truth About Forms Lead capture forms worked a decade ago, but times have changed *
  2. 2. 11 = the average number of form fields on a lead capure form. (source: Formstack)
  3. 3. 2.35%= average landing page form conversion rate across all industries. (source: WordStream)
  4. 4. Median Landing Page Form Conversion Rate, by Industry Travel* 5.0% Real Estate* 2.8% Business Consulting* 5.0% Business Services* 3.4% Credit & Lending* 5.5% Health* 2.8% Higher Education* 2.6% Home Improvement* 3.3% Legal* 3.2% Vocational Studies & Job Training* 6.0% You Can Do Better (source: UnBounce)
  5. 5. 55%= the percentage of sales teams that take 5+ days to respond (or never respond at all) after a lead fills out a form. (source: Drift)
  6. 6. 80%= marketers who think their lead generation efforts are only slightly or somewhat effective. (source: Crowd Research Partners)
  7. 7. 2%= senior marketing leaders who think their current demand generation strategies are highly effective. (source: CMO Council)
  8. 8. 41%= optimization specialists who are either quite dissatisfied or very dissatisfied with their conversion rates. (source: Econsultancy/RedEye)
  9. 9. 84%= entrepreneurs who think they have insufficient strategies in place for achieving their lead generation goals. (source: LinkedSelling)
  10. 10. 0% 20% 40% 60% 80% 100% open rate click rate After the Submission: Average Email Opens & Clicks 21.5% 2.5% (source: MailChimp)
  11. 11. After the Submission: Percentage of People Who Answer Phone Calls (source: ThinkingPhones) 0% 20% 40% 60% 80% 100% unknown caller 43% 65% 56% known caller overall
  12. 12. We’ve gotten rid of traditional forms on our website for the reason that now we have so many other ways to have conversations with people. Capturing someone’s email address and relentlessly attacking them with nurturing campaigns doesn’t work anymore. -Tom Wentworth, CMO at RapidMiner “
  13. 13. Today’s Buyers Prefer Messaging 6 out of 10 of the world’s most used apps are messaging apps (source: 2016 Internet Trends Report) 0 200 400 600 800 1,000 1,200 KakaoTalk LINE Viber WeChat WhatsApp Facebook Messenger monthly active users (millions) 1.2 billion 1.2 billion 889 million 260 million 217 million 50 million *
  14. 14. 3/10 consumers would be fine giving up phone calls altogether if they could use messaging instead. omg that’s crazy i know, right? The typical consumer has 3 different messaging apps on their phone's home screen and sends an average of 3 messages per hour. (source: Twilio)(source: Twilio)
  15. 15. Smartphone users aged 25 to 44 now spend nearly 2x as much time using messaging apps versus email apps.
  16. 16. Smartphone users aged 13 to 24 spend 8x as much time using messaging apps versus email apps. (source: App Annie)
  17. 17. So why are so many companies still selling like messaging doesn’t exist? 9 out of 10 consumers want to be able to talk to businesses via messaging (source: Twilio) *
  18. 18. Live Chat Today, live chat has the highest customer satisfaction rating of any customer support channel, including phone, email, and social. Rated “Easy to Use”Rated “High” in Satisfaction 73% 67%
  19. 19. Phone The takeaway: Customers are starting to prefer messaging as their go-to channel for communicating with businesses. 45% 26% (source: eDigitalResearch)
  20. 20. By adding messaging to your website, you’re creating a “second net” for capturing leads. Example: Perfecto Mobile grew their site’s conversion rate from 6% to 20% (source: Drift) *
  21. 21. 0.0% 5.0% 10.0% 15.0% 20.0% 6 months w/ live chat 3 months w/ live chat before live chat websitevisitortoleadconversion%
  22. 22. Leads that come in through chat tend to have a higher velocity. So you’re able to solve the problem or meet the needs of the request in real-time. Think in terms of somebody coming to a website, and having a question, and filling in a contact us form. And they’ll hear back in 24 hours, or two days … that problem might not be there anymore. If they’re able to initiate a conversation, so skip the form, and have a conversation in real-time, we’re seeing that move very quickly. -Chris Willis, CMO, Perfecto Mobile “ #NoForms
  23. 23. Visit to learn how we’re reinventing modern marketing & sales using messaging.