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The State of Lead Gen in 2015:
4 Secrets to Boost Your Results
A WEBINAR BY FORMSTACK

FEATURING JAY BAER & EVA MCKNIGHT
Flexible online form building platform. Quickly
capture responses with branded web forms.
INTRODUCTION
#formreport
@formstack #formreport
Join the conversation on Twitter!
This webinar is being recorded and will be
emailed to registrants.
INTRODUCTION
#formreport
Jay Baer
Jay Baer is a renowned business
strategist, speaker, and author.
@jaybaer
Eva McKnight
Eva McKnight is the Content
Team Lead at Formstack.
@evachristine09
INTRODUCTION
#formreport
The Problem with Online
Marketing and Social Media
#formreport
Many (most?) people think of social media

as a way to get visitors to their website.
THE PROBLEM WITH ONLINE MARKETING
#formreport
And one of the main social media success

metrics for many companies is how much

website traffic comes from Facebook, Twitter,
LinkedIn, et al.
cation
THE PROBLEM WITH ONLINE MARKETING
#formreport
That's not the only social media

measurement, and it CERTAINLY isn't the best.
THE PROBLEM WITH ONLINE MARKETING
#formreport
Why? Because traffic is a means to an end,

not the goal.
THE PROBLEM WITH ONLINE MARKETING
#formreport
If you pay a lot of attention to website

visits (from social media or other sources),

you need to dig a LOT deeper.
THE PROBLEM WITH ONLINE MARKETING
#formreport
You need to focus instead on ACTIONS, not
EYEBALLS.
THE PROBLEM WITH ONLINE MARKETING
#formreport
You need to focus instead on ACTIONS, not
EYEBALLS (unless you're selling ads, which you
probably aren’t).
THE PROBLEM WITH ONLINE MARKETING
#formreport
It's much easier (and less expensive) to build

your business with post-click improvements

rather than pre-click reach and exposure.
THE PROBLEM WITH ONLINE MARKETING
#formreport
Website Traffic 50,000
Conversion Rate 2%
Total Conversions 1,000
Total Sales (@$50/each) $50,000
THE PROBLEM WITH ONLINE MARKETING
#formreport
Website Traffic 100,000
Conversion Rate 2%
Total Conversions 2,000
Total Sales (@$50/each) $100,000
THE PROBLEM WITH ONLINE MARKETING
#formreport
Website Traffic 50,000
Conversion Rate 4%
Total Conversions 2,000
Total Sales (@$50/each) $100,000
THE PROBLEM WITH ONLINE MARKETING
#formreport
In almost every case, it will be far less

expensive (and more controllable) to double

your conversion rate, compared to doubling

your website traffic.
THE PROBLEM WITH ONLINE MARKETING
#formreport
But comparatively few companies pay

attention to landing page and form optimization
because it isn't sexy.
THE PROBLEM WITH ONLINE MARKETING
#formreport
If we all (including me) spent as much time

on post-click optimization as we did on pre-click
social media shenanigans, we'd be

WAY better off.
THE PROBLEM WITH ONLINE MARKETING
#formreport
So, Now What?
#formreport
Let's say you got someone to click a link on your
tweet (yay!) and they end up on your landing page.
What should you ask them to do next?
?
#formreport
A lot of companies don't know!
!
#formreport
For EVERY page of your site, you should know (and
document) your top 3 preferential behaviors.
#formreport
Preferential Behavior = Ideally, what's the

OPTIMAL thing we would want a visitor to this

page to do next.
#formreport
Preferential Behavior
• Fill out form

(duh)
#formreport
Of course, you want the "hard conversion" that

yields sales or leads or awesomeness. But you

also have to give people other options that don't
require a full commitment.
#formreport
Not everyone wants to "put a ring on it" instantly…
#formreport
Other Preferential Behaviors
• Email sign-up
• Webinar sign-up
• Whitepaper download
• Video view
• Podcast download
• Contests
#formreport
Formstack found that contests and event

registrations are the most effective mechanisms

for enticing a form completion
#formreport
4 Secrets for Better Lead-Gen:
1. Experiment with Form Type
2. Create a Social-Friendly Form
3. Find Your Submissions Sweet Spot
4. Test Your Perfect Form
#formreport
Secret #1: Experiment
with Form Type
#formreport
Highest performing form types:
• Contests - 35%
• Surveys - 14%
• Lead Gen & Event Registration - 11%
SECRET #1: EXPERIMENT WITH FORM TYPE
#formreport
Secret #2: Create a
Social-Friendly Form
#formreport
Take advantage of your users’ addiction

to social media.
Social Autofill boasts a 189% conversion rate lift.
SECRET #2: CREATE A SOCIAL-FRIENDLY FORM
#formreport
Get more out of Facebook.
Embedded contest forms on Facebook Page saw
conversion rates more than double.
SECRET #2: CREATE A SOCIAL-FRIENDLY FORM
#formreport
Secret #3: Find Your
Submissions Sweet Spot
#formreport
Peak submissions times vary by form type and industry.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
#formreport
Event registrations are most popular on

Wednesdays from 11 a.m. to 12 p.m.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
#formreport
Forms in the technology industry see peak
submissions Thursdays 1 p.m. to 2 p.m.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
#formreport
Secret #4: Test Your
Perfect Form
#formreport
Submit button copy can influence

your conversion rates.
“Submit Survey” has quadruple the clicks as just
“Submit.”
SECRET #4: TEST YOUR PERFECT FORM
#formreport
A/B Test your forms to find out which button copy
gets your customers to click submit.
SECRET #4: TEST YOUR PERFECT FORM
#formreport
Test beyond the button. Use A/B Testing to tweak
colors, headlines, fields, form length, and more.
Optimize for your audience!
SECRET #4: TEST YOUR PERFECT FORM
#formreport
Savvy social strategies

+ insider form secrets 

= More Conversions!
SECRET #4: TEST YOUR PERFECT FORM
#formreport
Questions?
CONCLUSION
@jaybaer | @evachristine09 | @formstack | #formreport
Sources:
Formstack’s 2015 Form Conversion Report
Images: flaticon.com | Freepik, Appzgear, Yannick, Atzeni, Icon Works
CONCLUSION
#formreport
Thanks for Joining Us!

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The State of Lead Gen in 2015: 4 Secrets to Boost Your Results

  • 1. The State of Lead Gen in 2015: 4 Secrets to Boost Your Results A WEBINAR BY FORMSTACK
 FEATURING JAY BAER & EVA MCKNIGHT
  • 2. Flexible online form building platform. Quickly capture responses with branded web forms. INTRODUCTION #formreport
  • 3. @formstack #formreport Join the conversation on Twitter! This webinar is being recorded and will be emailed to registrants. INTRODUCTION #formreport
  • 4. Jay Baer Jay Baer is a renowned business strategist, speaker, and author. @jaybaer Eva McKnight Eva McKnight is the Content Team Lead at Formstack. @evachristine09 INTRODUCTION #formreport
  • 5. The Problem with Online Marketing and Social Media #formreport
  • 6. Many (most?) people think of social media
 as a way to get visitors to their website. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 7. And one of the main social media success
 metrics for many companies is how much
 website traffic comes from Facebook, Twitter, LinkedIn, et al. cation THE PROBLEM WITH ONLINE MARKETING #formreport
  • 8. That's not the only social media
 measurement, and it CERTAINLY isn't the best. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 9. Why? Because traffic is a means to an end,
 not the goal. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 10. If you pay a lot of attention to website
 visits (from social media or other sources),
 you need to dig a LOT deeper. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 11. You need to focus instead on ACTIONS, not EYEBALLS. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 12. You need to focus instead on ACTIONS, not EYEBALLS (unless you're selling ads, which you probably aren’t). THE PROBLEM WITH ONLINE MARKETING #formreport
  • 13. It's much easier (and less expensive) to build
 your business with post-click improvements
 rather than pre-click reach and exposure. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 14. Website Traffic 50,000 Conversion Rate 2% Total Conversions 1,000 Total Sales (@$50/each) $50,000 THE PROBLEM WITH ONLINE MARKETING #formreport
  • 15. Website Traffic 100,000 Conversion Rate 2% Total Conversions 2,000 Total Sales (@$50/each) $100,000 THE PROBLEM WITH ONLINE MARKETING #formreport
  • 16. Website Traffic 50,000 Conversion Rate 4% Total Conversions 2,000 Total Sales (@$50/each) $100,000 THE PROBLEM WITH ONLINE MARKETING #formreport
  • 17. In almost every case, it will be far less
 expensive (and more controllable) to double
 your conversion rate, compared to doubling
 your website traffic. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 18. But comparatively few companies pay
 attention to landing page and form optimization because it isn't sexy. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 19. If we all (including me) spent as much time
 on post-click optimization as we did on pre-click social media shenanigans, we'd be
 WAY better off. THE PROBLEM WITH ONLINE MARKETING #formreport
  • 21. Let's say you got someone to click a link on your tweet (yay!) and they end up on your landing page. What should you ask them to do next? ? #formreport
  • 22. A lot of companies don't know! ! #formreport
  • 23. For EVERY page of your site, you should know (and document) your top 3 preferential behaviors. #formreport
  • 24. Preferential Behavior = Ideally, what's the
 OPTIMAL thing we would want a visitor to this
 page to do next. #formreport
  • 25. Preferential Behavior • Fill out form
 (duh) #formreport
  • 26. Of course, you want the "hard conversion" that
 yields sales or leads or awesomeness. But you
 also have to give people other options that don't require a full commitment. #formreport
  • 27. Not everyone wants to "put a ring on it" instantly… #formreport
  • 28. Other Preferential Behaviors • Email sign-up • Webinar sign-up • Whitepaper download • Video view • Podcast download • Contests #formreport
  • 29. Formstack found that contests and event
 registrations are the most effective mechanisms
 for enticing a form completion #formreport
  • 30. 4 Secrets for Better Lead-Gen: 1. Experiment with Form Type 2. Create a Social-Friendly Form 3. Find Your Submissions Sweet Spot 4. Test Your Perfect Form #formreport
  • 31. Secret #1: Experiment with Form Type #formreport
  • 32. Highest performing form types: • Contests - 35% • Surveys - 14% • Lead Gen & Event Registration - 11% SECRET #1: EXPERIMENT WITH FORM TYPE #formreport
  • 33. Secret #2: Create a Social-Friendly Form #formreport
  • 34. Take advantage of your users’ addiction
 to social media. Social Autofill boasts a 189% conversion rate lift. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM #formreport
  • 35. Get more out of Facebook. Embedded contest forms on Facebook Page saw conversion rates more than double. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM #formreport
  • 36. Secret #3: Find Your Submissions Sweet Spot #formreport
  • 37. Peak submissions times vary by form type and industry. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport
  • 38. Event registrations are most popular on
 Wednesdays from 11 a.m. to 12 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport
  • 39. Forms in the technology industry see peak submissions Thursdays 1 p.m. to 2 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport
  • 40. Secret #4: Test Your Perfect Form #formreport
  • 41. Submit button copy can influence
 your conversion rates. “Submit Survey” has quadruple the clicks as just “Submit.” SECRET #4: TEST YOUR PERFECT FORM #formreport
  • 42. A/B Test your forms to find out which button copy gets your customers to click submit. SECRET #4: TEST YOUR PERFECT FORM #formreport
  • 43. Test beyond the button. Use A/B Testing to tweak colors, headlines, fields, form length, and more. Optimize for your audience! SECRET #4: TEST YOUR PERFECT FORM #formreport
  • 44. Savvy social strategies
 + insider form secrets 
 = More Conversions! SECRET #4: TEST YOUR PERFECT FORM #formreport
  • 46. Sources: Formstack’s 2015 Form Conversion Report Images: flaticon.com | Freepik, Appzgear, Yannick, Atzeni, Icon Works CONCLUSION #formreport