How to use conversion forms for lead generation

When a visitor completes a Conversion Form or a Landing Page on your website a Contact profile is created and their activity is recorded giving you an insight into their individual needs, behaviour and sales readiness.

Any contact form can be a Conversion Form, so can a newsletter subscription form, or an ebook download form. By creating opportunities to exchange information you can find out more about the particular interests of your Contacts and create communications to personalise and refine their experience and increase their engagement.

Creating conversion forms

A Conversion Form is a web form created to capture and enrich the information you have about your Contacts.

When someone completes one of your Conversion Forms the information they share is used to create a Contact if they don’t exist, or add information to help you learn more about their needs, suitability and how qualified they are.

Conversion forms are often used to trade some information for access to content, such as an ebook or registration for a webinar. But could just as easily be used for a newsletter subscription or to request a consultation or access a product demonstration.

By creating a number of opportunities for visitors to exchange information, each indicating a deeper level of engagement the completion of Conversion Forms can easily be used to indicate sales readiness.

For example, you might have a Newsletter subscription, several ebooks that cover both general and specific topics that in themselves can be used to segment your Contact’s interests, as well as a demonstration or free consultation offer.

Which Conversion Forms your Contacts have or haven’t completed helps you to create communications designed to appeal specifically to them.

Step 1. Create Conversion Form

Click on the ‘Create Conversion Form’ to get started. This will start a multi step wizard to walk you through creating your conversion form, adjusting styles, adding an automation, etc.

Step 1. Details

On the Details page give your Conversion Form a name, and add a ‘Redirect address’ which is the URL you would like the form to forward to once completed, this is usually a ‘Thanks’ page (perhaps with a link to your content download).

Progressive contact fields allow you to only use contact fields that have not already been completed on a previous form, this prevents you from asking the same thing twice on different forms.

If you are using progressive contact fields add how many you would like to show on this form.

Click ‘Next’ and you will be taken to the ‘Form Builder’ to begin building your form.

Step 2. Build Form

When creating a new form ‘Full name’ and ‘email address’ fields are included by default as these two are needed to create a contact that you can find by their name in Jumplead and contact by email. It also means that you can personalise their emails using their name.

Tip: We use a single ‘Full name’ field which we turn into a first name and last name behind the scenes. It makes forms simpler reducing the overall number of fields.

Add and edit the form fields you require to build your form. Company name and Phone number are 2 contact fields available by default, you can add your own custom contact fields to help you qualify and segment your contacts over time.

Create and add as many (progressive) custom contact fields as you like when building your form and place them in order of priority. When the form is displayed we will use the ‘Total progressive fields’ number you gave us when creating the form to know how many questions to ask per form display (skipping over already answered questions).

Tip: There are two types of fields to choose from ‘Custom Contact fields’ which are the best choice for building up information about your contact over time, and ‘General fields’ which are not saved against your contact but instead are simply recorded in their activity.

When a text area is included from ‘General fields’ the form completion is sent to you as an email and included in your Jumplead messages inbox.

When you add a Contact Field you have the option of making it a ‘Progressive field’, if the field is Progressive then we will only display a certain amount of them depending upon how many you chose to include on the Details tab. This allows you to automatically collect only the information you don’t currently have and prevents asking the same thing twice.

For example, if you choose to show 2 Progressive fields (and have built your form with a total of 10 Progressive fields), we will work through the list in the order you have included them and show the first two that are currently unknown.

Step 3. Add styles

Your form will use Twitter Bootstrap styles by default to keep things simple.

You can add your own styles in the ‘Styles’ tab to over-ride the Twitter Bootstrap styles, or alternatively you can de-select the Twitter Bootstrap option and paste your own styles in the ‘Styles’ tab to exactly match your website.

Step 4. Add Automation

You can add an Automation to trigger some marketing actions when the form is completed.

You can then choose to:

  • Send campaign (Choose from one of your Autoresponder campaigns)
  • Issue notification (Send an email to a Jumplead user)
  • Change stage (This is the Contact’s stage)
  • Add contact tag (Use tags to group your Contacts into Lists)

Tip: If you plan to use your conversion form in a Jumplead Landing page, there's no need to add an automation right now as the automation will be dealt with by the Landing page. This means you can create one conversion form and use it to do different things on each landing page you create.

Once you have added any automations you'd like to trigger with your form, click 'Next' to confirm your form details and to copy the code to add to your website to display your form.

Step 5. Confirm and copy form code

The final step allows you to confirm your form design and displays a code snippet for you to include in your website.

There is also a shortcode you can use in WordPress (Jumplead Plugin required).

Any further changes you make to your Conversion Form within Jumplead will be automatically reflected in your website without the need to update your code snippet.


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