In Data Quality Management

When you go to a website to download a white paper or other resource from the web, very often you’re confronted with a landing page form to fill in first. In exchange for providing certain information, like your name, email address, and company name, you’re granted access to the resource. The forms that people must fill in to access further information vary widely. Some may only ask for a bare minimum of information while others ask for several details.

Companies attempt to balance the value they gain from gathering marketing data from landing page forms with the possibility of alienating site visitors altogether by demanding too much from them. There’s no right answer to how much marketing data a company should ask for in these forms, because it varies based on factors like industry, business philosophy, and the value of the resource being offered. But companies should put serious thought into how extensive these forms should be and what information should be requested.

The Case for Capturing Maximum Information Up Front

There’s a definite case to be made for acquiring the maximum marketing data up front with online forms. This information can be extremely valuable for identifying characteristics that indicate strong customer potential, allowing a company to target their marketing efforts right away. Furthermore, any information gathered on a signup form can be used to develop a prospect nurturing strategy. And there’s the “self-filtering” effect of detailed signup forms: if someone isn’t willing to fill it out, they may not represent a good marketing opportunity in the first place.

The Case for Minimizing Sign-Up Friction

Signup forms create “friction” between the visitor and the information he or she wants, and too much friction can alienate visitors. Additionally, there are other methods to gather more information about prospects after they sign up. Progressive profiling, which asks for more information from a visitor each time he or she visits your site to download or browse information is one method. Generally speaking, if a company isn’t personalizing their message based on information collected during signup, friction may be perceived as burdensome, causing some visitors to leave.

You Don’t Have to Give Up Data to Minimize Friction

Fortunately, technology has advanced to where companies do not have to use overly detailed landing page signup forms (and risk alienating visitors) to gather an abundance of information. Data enrichment solutions allow businesses to use brief, non-cumbersome forms on their landing pages, speed visitors on their way to the information they want, and still collect enriched, accurate, timely marketing data automatically.

Technology in advanced solutions like SmartForms by ReachForce appends additional information gathered from over 220 million global records into hidden form fields automatically when a visitor completes a short signup form. What’s more, the information is evaluated and scored for accuracy, so you can be confident that the information automatically provided is accurate. The result is that companies can provide site visitors with quick, brief signups to minimize friction, while gathering extensive, relevant marketing data automatically. It really is the best of both worlds.

Conclusion

Landing page forms don’t have to produce excess friction for page visitors, yet they can still capture extensive accurate marketing data automatically. By automatically appending data to customizable forms, SmartForms lets businesses experience all the advantages of minimizing visitor friction and obtaining valuable marketing data that allows for excellent lead nurturing. This technology can turn every marketing lead capture situation into a rich data scenario, appending up to 100 different relevant data points. If you would like to know more, we invite you to get a demo or sign up for a free trial.