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Form Best Practices
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The Form Submitter's BILL OF RIGHTS
Forms are arguably a necessary evil in the world of B2B marketing. Sure you can give your assets away, but that's a conversation for another day.
For now, let's assume you do want a form. Watch this quick 60-second video above and learn the Top 5 B2B Form Submitter BILL OF RIGHTS. It's funny, but true!
1. I only want to fill out your stupid form once
2. Stop asking me for the same information over and over! Don’t you people save it?
3. Your content better be worth the number of fields you want me to fill out – and btw, if it’s more than about 5…forget it
4. PLEASE – make it easy! Give me pick lists Wherever possible (but don't give me more than a handful of picklist choices)
5. Don’t expect me to tell the truth…at least not initially. (Do you honestly think I’m going to give you my real phone number?)
The Concept of a Fair Exchange
When offering assets that are gated behind a form, the question often comes up as to when is it appropriate to ask for specific information in return.
When should I ask for a phone number?
When should I get their job title?
When should I ask how soon they plan to buy? (Never)
The concept of a fair exchange is where a customer evaluates the value of what they perceive they will be receiving, in exchange for divulging specific information. As long as the customer perceives there is a fair exchange, then they will provide the info.
The more valuable the asset is perceived, the more answers you will receive.
A good way to test the perceived value of a given asset is to require a form submission but leave ALL the fields optional – except for email address. See what they voluntarily fill out. This will give you a good gauge as to the perceived worth of the asset.
Progressive Profile Forms
By far the best user experience, progressive forms typically only ask only one new questions with each interaction, thus getting to know someone over time.
These are always the most successful in terms of form conversion, often achieving a form submission rate of 95% or higher. This is MUCH better than the average form submission rate, which is less than 30%.
To see a progressive form in action, take a look at this short video that demonstrates how one client leverages a Best in Class Progressive Profile form to serve up explicit lead scoring questions.
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