"How to improve your lead capture forms" webinar Q&A 🙋

Hey!

Last week’s session on how to increase lead capture form completion was awesome. I hope you took a lot of actionable tips away from the webinar – and if you haven’t had a chance to watch it yet, I strongly recommend you check it out if you’re doing lead generation (or planning to). 

Thanks to everyone who came and participated. We had a bunch of great questions at the end, many of which the panel sadly didn’t have time to answer live. The good news is, the gang kindly got together afterwards to pore over the unanswered questions and provide their take. 

Thanks to all who asked questions, we hope this answers your questions but feel free to keep the conversation going here.

One thing that would make lead capture much easier in Typeform is if there was a pre-built question that captured first name/last name.  Why does this feature not yet exist, and when might we expect it? –@floryw 

Good news here@floryw : our product development team is currently working on a solution that should be available next month. We'll announce the new feature on the Community once it's been released and provide you with more details. So watch this space (you can sign up to receive news of product updates here).

Can you now (or ever) put multiple questions per page in typeform? Why not (or when)? - Susan Lyon

See above. At the moment, only a contact field is being created (which would have more than one question per page), but not the form in its entirety.

In terms of qualifying a lead by more than 6 questions... can you talk more about that? –@amyepearl 

Answer from@john.desborough: 
 

Think of the process like this – as part of the customer journey. Keep the ‘lead capture’ quiz short and then earn the entitlement to send them to a longer qualifying quiz (or through email and quiz) to qualify them more deeply…

1. Collect leads:

• Target  - understand who they are, where they are, identify their pain and where they go to find answers.
• Attract – understand the problems and motivations of the target customers, launch high value content that addresses their biggest pains and aspirations.
• Capture – carefully build lead capture methods to collect the minimum information you need to stat converting clients.

2. Convert clients:

• Engage – educate the buyers, guide them so they look at you as someone they trust, create ‘a monopoly’ in their mind so that they immediately think of you when it’s time to buy.
• Offer – make sure the offer aligns with what your clients’ needs are. As leads engage with your content, present offers that lead them to the most natural next step.
• Close – streamline a simple process for clients to purchase from your business by implementing tactics that align with your sales cycle.

3. Create fans:

• Deliver – systematize your delivery so that clients consistently get everything they were sold
• Impress – create intentional plans to go above and beyond with every client. Leave a mark that keeps them coming back for more
• Multiply – guarantee repeat business, positive reviews, and customer referrals by making these steps part of the customer journey
   

If you want to qualify a lead, what do you need to know:

1. Need vs want: a) do they need your product right now, I mean really need! b) if they don’t need your product right now, will they at some point in the future? Or c) they won’t ever need my product.
2. How urgent is the need? for example:  a) if I don’t do this now, my business will go under in two months. b) I can survive for a year or two but will need to address it before then or c) some day.
3. Has this been budgeted for and do YOU have the authorization to make that decision right here right now to spend the necessary money?
4. If we can ‘make this problem go away’ what would you do differently?
    

If you have one lead capture quiz to get the contact information, and give them something of value in return, then you can engage them with some automated emails. If the lead engages with the email you can then send them to another quiz that does more qualification by asking those types of questions above. And if you have given them content and have them engaging (opening email, clicking links inside to content, hitting reply and responding to your email, then you may be entitled to ask them more.

What about including multiple questions on the same steps vs one question per step? – George Nichkov

Answer from Liz Stokoe:

In general, one at a time is a good principle. If you ask multi-component questions, you're unlikely to get equality of response for each. 
 

Can you talk about multiple forms and where they should be located? How different should they be? – @amyepearl 

Answer from @john.desborough :
 

You can use multiple forms in a logical series throughout the customer journey, to accomplish different tasks. Connect the user to these forms in email sequences or via triggers inside the interactions. An example:
 

1. Form: Join our winery email list and get 20% off your first purchase
   
   - User signs up and gets a welcome email with a link to the store that has a discount code attached.
    
2. Quiz: (after 3 days of no clicking the link in welcome email)
   
   - User gets an email reminding them of the discount link but suggests that if they don’t know what they might like, they could ‘take this quiz to find out which of our wines you are’ (personality quiz). 
   - User takes quiz and finds out they are like wine X – do you want to grab a bottle to give it a try and use that welcome discount?
   - If user still doesn’t bite on ordering after the quiz to determine which wine they are, then send them an email with a voucher for a free appetizer if they come into the winery, do a tasting and buy that first bottle of wine.
    
3. Form: book your tasting here <<link>>,
   
   - Ask user to let us know if they want to do ‘tasting by flight’ or a sommelier-guided tasting and book your date and time here..

If you are doing an “assessment” where you have say 4/5 categories with 5 questions in each that you will use to score each category and overall score, there are two ways to do this:
 

1. You use question groups inside a ‘longer’ single form and the data is recorded at the very end when the user presses Submit (currently no partial saving is available).
    
2.  You could break the assessment into a series of separate typeforms ie one for each category’s questions.

Ask for the email up front so that you can use this as a ‘key value’ field to link the results between forms and pass the email as a hidden field between forms as the user submits the info in one form and is then redirected upon completion to the next form in the series.
 

This way you have two methods but one ‘saves’ the data every time you finish one form in the process and then move to the next.

How long should a form be tested? What indicates a "done" form test? – @amyepearl 

Answer from @PolBorrellas :
 

An experiment should last until we have a large enough sample size to be able to identify changes in the success metric of the desired size. 

The smaller the changes in metrics that we want to be able to identify significantly, the larger the sample size needed and, as a result, the longer the experiment needs to take.

Answer from @john.desborough :

Enough to make sure that the data from each question is received and that the logic flow is working. Then you should, to paraphrase Nike, ‘just do it’. You don’t have to get it perfect but you do have to get it going.

Pareto’s principle hypothesizes that you can close 80% of the gap on any given jump, at a constant cost. Let’s say that we can get the first iteration of the quiz out that will get us 80% of what we hope and it costs us $100. Run that for a bit and look for changes. Make changes and a second ‘jump’ project – we will close 80% of the remaining gap for $100. That means we covered 16 of the remaining 20% towards “perfection” and are now at 96% … if we do another jump we would close 3.2% more but spend another $100.. etc for each jump towards perfection. But we will never get to perfection.

Moral of the story: take two jumps to get to 96% and move on to something else ie put the form into production and stop testing it out.

Newton said that it is easier to redirect an object that is already in motion than one that is at rest. (unless the surface is frictionless, etc.)

If you combine the Pareto and Newton approaches to getting the testing done and out there and then redirecting as users take the quiz and you see the results, you will be more successful at getting good things going and growing (and at culling the herd if something just isn’t working ie failing fast, which is not a bad thing).

Is there a way to get answers/data of people who left the form before the end? – @Catherine-F 

At the moment Typeform doesn't support partial answers. If a respondent abandons a form the responses they added are stored locally using browser cookies (so if they return to the form they don't need to re-enter the data), but aren't sent to the creator of the form. You can read more about this topic in this thread.

What is the difference between a set of questions and a quiz? – @amyepearl 

Answer from @john.desborough :

A quiz seems to have the connotation of ‘scoring’ or getting a result that compares you against something else. Think back to high school history classes: Teacher – “Pop quiz – worth 5 percent of your grade” versus Teacher – “Who defeated Napoleon at Waterloo? When was the Civil War in the US?”
 

A series of questions doesn’t seem to compare you to anyone if you have the answer. A quiz seems to engender more ‘emotional engagement’ in people.

Is there a reason to ask for email last (in the lead gen form) not first? – Susan Lyon

Answer from @john.desborough :
 

From where I sit, in a long form ie assessment or survey where you may want to chunk up the questions into multiple forms to avoid losing partial data, I tend to ask for the email up front – i.e. “thank you for your willingness to participate but to make sure that we can connect with you during the process, in case life gets in the way of completing this 10 part assessment process, please give us your email”.

In a short quiz, where I am trying to entertain someone or to engage the user into wanting more, I will lead them through the questions and then to an outcome page that says “you’re a card carrying introvert AND you want to start your own side business. Here’s some of the niches where introverts have been successful: a, b and c. Want to know more specifics about which niche, what type of business and 5 proven action steps to take right now to kick start your side-gig? Then give me your email address and I’ll send you a 30 page report to get you started”

If someone really wants it, i.e. you have the ‘cure’ for their problem, then you can ask them at the end. You have now given them something of value (the band aid) in the ending of the quiz and you have ‘some entitlement’ to ask for the email in order to send them the cure.

Why is social media part of the answer in the quiz result? – @amyepearl 

Answer from @john.desborough :

Typeform puts these icons on the ending page so that you can easily have the user share that they did the quiz. You can turn them off with a toggle switch.

How much better do quizzes perform than the other more standard lead gen forms? – Susan Lyon

Answer from @PolBorrellas :
 

Based on internal data, forms being categorized as "quizzes" by users have, on average, 60% higher completion rate than the forms categorized as “lead capture”.

Where can we have access to the other seminars? – Cecile Vermeulen

You can access all of our previous Lead Generation Essentials webinars here, in the “Webinars” section of the Typeform Community. 

Can we integrate forms for collecting information of multiple types and genres? – Rida Rizvi

Assuming here that you mean, is it possible to use Typeform for multiple use cases. If so then, yes! There are hundreds of different possible kinds of forms you can create. A good place to start to see examples is the Typeform template gallery.

In terms of integrating your typeforms with other tools in your tech stack, there are tons of ways you can do this. Have a look here to see Typeform's popular integrations.

I can’t see the new feature released last week, related to typeform optimization (machine learning related), whereas I have the business plan. Where can I have access to this feature? – Cecile Vermeulen

We often stagger feature releases so it could be that it hasn't been activated on your account yet. We recommend that you email our support team to ask them how you can access the feature. You can find more information about the functionality itself in this post.

What’s the difference between a quiz with different segments/responses vs a quiz funnel? Is a quiz funnel just a quiz connected to email? - Anonymous

Answer from @john.desborough :

A quiz unto itself can be a standalone entity - you can use it for research purposes: what's the one biggest challenge you are facing today with respect to [growing your mailing list, losing weight, finding the right wine.....]

The goal of that type of quiz is not necessarily lead gen.

A 'quiz funnel' is a 24x7 way of working folks through the sales/customer journey:

• You can start with an ad or an email out to a list of folks that drives them to the initial quiz.

• Once someone goes through the quiz, you can direct them to a shopping cart, to an ebook, to book a meeting - depending on the outcome or add them to a mailing list.

• You can segment the users and then go through providing them different types of email follow up (yes .. this does play into using email automation and copy) depending on their 'state' in the journey and their preferences that you can glean along the way.

• Depending on the user's input and if they follow the calls to action that you are putting before them, like jelly beans on the trail, you can guide them into some form of engagement with you

• After all that is what we want - engagement - even if it is just join the mailing list.

• Typical types of sequences that are used: if they buy - they get a welcome sequence and a consumption sequence (how to use the product/service), if they bought our entry level product we give them content and soft sell the next product up once we determine they got value from the first one; cart abandonment - if you went to the sales page but did not complete the purchase we send back a series of emails to check on getting them back into the purchase or to understand what held them back; if they are on the email list, we send them a nurture sequence to try and pull them from the sidelines into the journey more fully till we get paid.

• And we try to get them back to the top of the funnel again for the next best thing we can provide.

There is nothing to say we can't use multiple quizzes in the flow.. if our first quiz is to get someone to sign up for a winery mailing list, in return for a 20% discount on their first order, and they don't click the link to the store from the followup email, then send them an email that says 'hey - we see you haven't used the discount coupon yet. having trouble deciding on which wine to buy? try this quiz to see which type of [winery name] wine most suits you"

So, quiz funnel = quiz(zes) + landing pages + email automation + storytelling email sequences.

What about a dictating, not a typing form? Have you already thought about or developed something in such a direction? - Martí Torres

It's something our product development team are looking into at the moment. They are even working on testing a prototype – though this doesn't necessarily mean it will reach production anytime soon.

Are there any potential uses cases or applications for this type of functionality that you have in mind? Happy to pass any ideas/wishes through to our product team for their consideration :) Thanks!

So that’s everything covered, hope that helped. Thanks again to our panelists @john.desborough, @PolBorrellas, @chriscooning and Liz Stokoe for your help answering these great questions!