Form Setup and Lead Capture for B2B Company

Process: With multiple groups/divisions and several sales teams, I needed to organize forms in a way we could easily manage and report. The solution was to craft a single dynamic form for each group that catered to user experience eliminating extra steps in the notification and reporting process.

Designing Forms For A Better Website UX

With different requirements for different stakeholders, I needed to ensure the forms satisfied internal requirements while increasing the conversion rate. While the sales and service teams receiving leads wanted more details, any marketer knows more effort = lower conversion rate. I needed to make sure the forms were easy enough to fill out while getting as much information as users were willing to share. I decided to implement a multi- step form, essentially allowing users to first fill out the bare minimum (stuff like email, name, and phone) and then add as much info as they felt necessary to improve their experience (things like interests or preferences). In addition to this multi-step set up, I also implemented some autofill parameters to pre-fill selections based on where the user was coming from. So CTAs from a certain product or service page may have that product or service preselected, saving the user a click or two while still gathering data.

How I Created Efficient Form Notifications

Consolidating the number of forms meant I needed to work some dynamic function into the settings for notifications, based on field data. Essentially, if certain fields were filled out in a particular way, certain notifications would be sent. This was especially helpful for sales teams with specific ownership of product lines. That meant leads could get directly where they needed to go without having to change hands in the process.

Efficient Lead Reporting with Multiple Forms 

Lead reporting was made significantly easier by reducing the number of forms to keep up with. Leadership required reporting on a monthly basis so I needed to run exports each month to pull all of the qualified form entries for the previous month. I was able to streamline this process by exporting entries based on certain parameters set by our team to qualify or disqualify leads prior to handing off to sales. For example, entries that had missing data or were from known spammers.

Spam Filters for WordPress Forms

Speaking of Spam, when it comes to forms, it doesn’t really matter what you offer or what kind of customers you are looking for, there will always be spammers. For this particular project I implemented several safeguards, including ReCAPTCHA, Anti-spam honeypot, and since we were using Gravity Forms, I also utilized their Zero Spam add on. In addition, I added form fields that if filled out in a certain manner, would be a give away that the entry was spam. For example giving the option of choosing a particular combination of product or service that real potential customer would never fill out. Every now and then we’d have spammers make it through the safeguards but for the most part, these methods significantly reduced the amount of unqualified leads our team needed to sift through to send to the sales teams.