A practical example would be the capture of leads for the completion of a postgraduate master's degree: if to complete a master's degree you need to have a budget X, what we could do is include a question in the form in which we ask what is the budget they have to dedicate to their studies.
In the following real case of one of our clients, we incorporated three new fields into the form (approved studies, estimated budget and prefix, and second contact telephone number) and these were the reasons why we did so:
Approved studies: We detected, in our information gathering together with the sales department, that many people were put off by this point, so it is good to have it detected in order to approach it in a different way (such as explaining it well during the lead nurturing chain).
did not close the deal due to their purchasing power, so if we already have this information we can approach the sales call differently. Or if they do not meet the minimum requirement, we can send an automatic email informing the user that we do not have any program that fits their budget.
Prefix + second contact phone number: we detected that another loan data problem was the complexity of contacting leads from other countries, so we added these other fields.
Before After
Lead capture old form Lead capture form new
4. Take these new properties into account in contact nutrition
Thanks to the information collected in the lead capture form seen above, we will be able to create new specific lead nurturing for cases that meet certain specific specifications.
For example, following the case of the master's degree that we have seen previously, if we know that due to budget there is no program that will suit them, we can let them know in advance and prepare a specific email where we give them the option of rectifying that information through a link.
Another case could be that you do not have validated studies, which is why we can do lead nurturing explaining that we can help you validate them, or simply explaining how you can do it directly.
5. Activate actions to ensure the lead's interest
At this point, when the lead has already sent us the form with the necessary information, we surely believe that everything is perfect for transfer to the sales department. However, this is not entirely true. We can still ensure a little more the quality of this generated lead to make the task easier for our sales colleagues. How? With a couple of actions that will demonstrate the real interest of the generated lead. Put them into practice!
1. Landing page optimization . It is important that the contact is clearly aware that they are going to fill out this form to request information, for example. In other words, they should consciously detect that they are in another phase of the process.
To do this, the following actions would be sufficient:
Have a clear differentiation in terms of the design of the commercial landing page with the rest of the previous pages and landing pages in the process.
Optimizing the copy of the commercial offer: as we well know, people want immediacy and we move very fast on the Internet, so just having a different design is not enough. That is why we must include a text that literally expresses that what they have requested they already have (for example, an ebook download) and that in this case we are offering them something different (such as receiving information about a master's degree).
Direct download on the thank you page: Sometimes, while the user is waiting to receive the download they have requested, they fill out the new form that appears after it, without knowing that they already have their download in their mailbox. For this reason, it is a good idea to create a thank you page indicating that they will receive the content automatically, thus avoiding them having to fill out another form. |
