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Which data is most important for capturing lead generation data?

Published on December 3, 2012
Tags: Internet Communication, Web Development London

A recent market research chart from MarketingSherpa.com analysed a range of top form fields from a variety of their respondents.  Their findings from a collection of lead generation data discovered that ‘the selection of form fields on the landing page can potentially affect volume and quality of conversions’.

So if for example on your landing page on your website, you include too many required fields, the number of leads generated will fall. This happens because many potential prospects might not be interested in providing a lot of personal information, due to it being time consuming or because they’re worried about how it might be used.

What the results found

The leads that do provide their information into these fields will usually be of a better quality, allowing you to capture this data more effectively and gain a broader prospect of who is using your website. Ultimately this will allow you to use appropriate marketing techniques to target your prospective audience.

Similarly if you don’t include enough fields, then the quality of your leads will suffer but it means that you will increase the volume of prospective leads who will share their data. At the top of the chart for example, was email address with 96% of respondents indicating this is the most important field for capturing data and as a means of staying in contact with their target audience.

In second place was the lead’s name with 89% of respondents claiming this was vital information. This is because most landing pages need to capture a lead’s name and email address for the basics of profiling their audience and addressing them appropriately.

In contrast the least important fields for collecting data were considered to be budget (17%), website (20%), key pain point (23%), timeframe for purchase (24%) and mobile phone number (24%).

Balancing quality vs quantity leads

So what should you choose; quality or quantity? Ideally you want a high number of quality leads but interestingly, the MarketingSherpa article found the criteria that counts the most is the one that relates to the most lead-capture optimisation. This was highlighted by the MECLABS Conversion Heuristic which found that the largest response was to email addresses and names but after this, there was a significant drop (by 38%) to the next category at just 51%.

In summary

Today’s consumers are used to doing multiple things at a fast space, so it seems logical that many would abandon a lead generation form if it asked for too much information. Time is precious and capturing as many leads as possible is vital, but it shouldn’t be at the expense of not fulfilling the lead’s basic needs. It also depends on the context and type of business you’re running. For example in regard to the bottom of the chart, many of these fields would be included on niche sites such as business and consulting web pages where specific information is required so that the client’s request can be handled properly and provided with an adequate solution.

By Chelsey Evans

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