Читать книгу The Conversion Code - Крис Смит - Страница 22

There is a direct correlation between a website's conversion rate and the amount of information required to complete a form. Going from three fields to five decreases the conversion rate by 20%, and going from five fields to six-plus decreases it by another 25%⁷ (Figure 2.4).

Conversely, the more fields someone is willing to complete directly correlate to a lead that is easier for sales to convert. You must find the right balance.

If you do not want to ask for a ton of information so that you get more leads, then stick to the basics of name, phone number, and email. You can also use a Facebook or Google registration button so they can complete a form without any keystrokes at all.

You can even have an option site-wide that lets visitors use their Gmail to opt in. If they are already logged into Gmail (which has more than 1.5 billion users), they simply click twice, with one of the clicks authorizing Google to give you their email address.

Figure 2.4 Adding Required Fields Decreases Conversion Rate

If you go the higher-quality lead route and ask for additional information, be sure that what you require directly improves the lead's experience during your sales calls. For example, if you are a real estate agent generating a seller lead, knowing their time frame and if they need to buy another home puts you in a position to have a more meaningful conversation.

Ultimately, just make sure that the data you gather when you capture a lead makes the experience better for the customer. That can mean better calls, but it can also mean better marketing. The more you know about your leads, the easier it is to send them the right email marketing campaigns and show them relevant ads.

I have also found it to be worth having a backup option such as “Or you can call/text 555–5555 or email Hello@Curaytor.com” anytime you display a contact form. The bottom line is that if someone is willing to fill out a form on your website to be contacted, they might prefer to talk to someone right away.

If it takes more than a moment or two for a visitor to locate your phone number and email address on your website, fix that immediately. My entire marketing philosophy is to stop chasing leads. My goal for you is to attract clients. When it works and someone is ready to contact you, make sure there is zero friction.