B2B website forms and landing pages are powerful assets in any online marketing campaign. B2B (business to business) website forms are a set of fields located on a web landing page. A prospective client fills in the fields with information—such as name and email address – in exchange for an offer, like signing up for a webinar or gaining access to a whitepaper or ebook.
The landing page form is the most critical element on a landing page. The ultimate aim of business-to-business landing pages is to entice a visitor to complete the landing page form, and the ultimate aim of landing page forms is to generate leads for sales teams.
What is the Best Way to Set up A B2B Lead Generation Form on a Website?
Since the web lead form is so fundamental to lead generation efforts, it should be a primary consideration during the marketing strategy meeting where the overall goals of the website are discussed. Once the purpose of the website is determined, along with exactly how the site will drive web leads to the sales team, then it becomes easier to make decisions on details such as web form design.
How to Decide What the Website Form Should Ask For
When creating website forms, the best approach is to decide what information your form should and should not require. It’s also important to remember that forms should undergo constant testing. Quality website forms should never be regarded as a “set it and forget it” element on your landing pages.
Building website forms should involve in-depth deliberation, particular as you determine the length of the form. At Sprint Marketing, we usually recommend that our clients start out with a short website lead form that requests only essentials, like the prospect’s name, email and phone. You can always ask for more or less than that later. All we suggest is that you establish a starting point and then test continuously in order to optimize the lead generation form’s sales performance.
Understand that the shorter form will net you a large number of lead conversions, but the likelihood is that many of them will be cold leads in need of nurturing. Typically, the more form fields you require, the more you qualify and trim down those leads. But keep in mind that if you opt for a long, oppressive-looking form, you run the risk of scaring away your potential leads.
In the process of optimizing web site forms, be sure to collect enough data so you don’t make any premature changes. As a general rule, we recommend accumulating at least 100 form submissions for every one change you make to your form. This includes either adding or subtracting a form field, or swapping one form field for another.
What is a B2B Landing Page?
A business to business landing page is not normally accessible to someone casually browsing your website. A prospective client arrives on a landing page after coming across an offer and clicking on it. Landing page design should be kept simple, focusing on only one specific offer. Make sure that the landing page’s message or headline matches the offer mentioned in the initial ad your potential lead clicked on.
When building landing pages with the intent to convert prospects into leads, it’s necessary to pay special attention to a few pivotal page elements. Landing page optimization often depends on your
1. Headline. Even with the most effective landing pages, you only have about three seconds (often referred to as the “blink test”) to win the prospect over. The headline has to impact the reader and draw her attention to the rest of the page, particularly to the website lead form.
2. CTA. The call-to-action should clearly and concisely establish your expectation for the visitor: what does he need to do to access your offer? If this isn’t clear during that three-second window, odds are you’ve lost that lead.
Many organizations, when they create landing pages, will design their CTA as a large, bright button located at the bottom of the form. The button’s text should be a strong reiteration of the value the visitor can expect after filling out the form: “Download my ebook now,” or “Sign me up for the free webinar.”
3. Design. By keeping the design of your lead generation landing page clean and uncluttered, you’re better able to direct your prospect’s attention to the headline, the form, and the CTA. This means eliminating any page elements that detract from these elements. Potential distractions could be graphs, videos, the navigation menu, or other offers.
An effective landing page is all about the one offer, the one form, the one CTA. You can always approach the visitor with other offers or information on the thank-you page.
4. Thank-You Page. This is the page the visitor is sent to after they hit the CTA button. Quality landing pages should always have a thank-you page. This is your chance to remind the lead of
- the value they’re getting with this offer,
- how to access the offer (whether through a provided link or an email),
- the other pages on your website where more content is available (i.e. your other lead generation landing pages).
Tracking Metrics for B2B Web Forms and Landing Pages
Because of the changing nature of search engines and client behavior, any company hoping to throw together a few easy landing pages and basic web lead forms and be done with them is bound to be disappointed. Both lead forms and web landing pages require systematic testing in order to measure their effectiveness and to target possible improvements. For either forms or landing pages, successful testing hinges on identifying the key performance indicators that will signal success and hopefully give you a clear view into the minds of your potential clients.
Common Metrics to Track Website Forms
As you measure the success of a website form, the most important metrics to consider involve the success of the form itself. When you evaluate your web lead form, look for the
- Number of form submissions. Which web form design is winning the most leads?
- Quality of the leads coming in. How many of them progress from a lead to a sale?
Common Metrics to Track B2B Landing Pages
There is no easy landing page solution, but testing your pages with an eye towards these metrics will provide down-the-road direction on how to improve them:
- Number of visits. Is one landing page garnering more attention than the others?
- Time spent on page. If a visitor spends more time on a page, are they more likely to fill the form, or does time spent on the page make no difference to its conversion rate? If this is the case, what page element is driving your prospects away?
- Bounce rate. This is the number of visitors who arrive on the page and then leave within a few seconds. If they aren’t a prospect, they probably landed there by mistake. But if they are a potential lead, what is causing them to bounce? Is your ad message properly aligned with your landing page’s headline?
- Traffic sources. Where are your visitors coming from?
Get Your Own Free Leads Analysis to See How Sprint Marketing Can Optimize Your B2B Website Forms and Landing Pages Today
Sprint Marketing increases clients’ web leads by designing high-performance B2B website forms and landing pages. Creating landing pages and other lead-generating content, like B2B SEO landing pages and B2B SEM landing pages, can be a snap. Let us show you how with our B2B landing page examples. For more details, contact us today to get your free leads analysis.