Following is just a few of the differences that currently supports a lead every few minutes across our broker network.
First, a subscription form on a landing page is *not* a funnel. It's just a subscription form. A funnel is the customer journey that is always focused on 'what comes next'. Sending a user off-site for any reason breaks the funnel flow.
Here's just 5 very basic *form* tips.
1. Every page on your website is a type of landing page. Organic, search, social, referred, and other traffic might enter your page via any means, so while each page isn't a typical 'landing page', it's where people are landing. For that reason, every page requires an offer, value, and calendar integrated form.
2. Never ever send traffic to an off-site landing page or calendar service. You apply enormous effort into getting an audience onto your website, so sending valued traffic elsewhere is utterly absurd.
3. Once you have a name and email, don't ask it again. Any keystroke, click, or effort you ask of anybody objectively decreases conversions. I'll talk more about stepped forms another time (no, they do *not* increase the quality of candidate).
4. Use conditional redirects. Since you (should) have an Outlook-integrated calendar on every form on every page, use the high-value second page to support an escalation of commitment. Send traffic to second pages based on first page or form interactions. A funnel is entirely predicated on a *personalised* pathway.
5. Don't use stepped forms unless they're value and reward driven. The form type is pointless unless they serve a purpose (such as the data/results we source from our comparison API).
The above is non-negotiable.
More later.
