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Marketing Tips and Insights

Nine Beneficial Uses for Web Forms

Posted 12:00 AM by

Nine Great Uses for Web FormsA major component of our recent roll out of Marketpath CMS 3.0, was the launch of Marketpath’s Form Builder.  Form Builder is a great new tool that allows non-technically skilled individuals to quickly create attractive web forms and to easily insert them into their website or web pages, all with Marketpath's web content management solution.

With the introduction of this great new solution, I thought it would be a good idea to review a few of the many ways that marketers can leverage web forms to engage and convert website visitors and capture valuable data from customers and prospects.

  1. Contact Forms

One of the simplest uses of a web form is to create a “contact us” form.  The concept is certainly basic, but execution is key.  By making the actual form or button large, attractive and visible, you can increase conversions by over 100%.  KSM Consulting does a nice jog of this on their home page.  You can also increase conversions by positioning these forms in visible spots throughout your site in high traffic content areas.

  1. Surveys & Polls

Form Builder makes it very easy to create quick polls and surveys in minutes.  And what a great way to learn more from your customers, while keeping your site fresh and interesting!  In this day and age, your prospects want to engage you directly, so why not let them?  Learn their ideas for new products, services and promotions and you benefit.  This strategy also produces user generated content that positively impacts your search engine optimization (SEO) - not a bad side benefit.

  1. Subscription Forms (email, newsletters, etc.)

Easily create Web Forms with Marketpath's Form BuilderFinding ways to add value to your prospects and customers in some fashion, so that they want to communicate or stay in touch with you is always a challenge. You certainly need worthwhile content to keep them interested, but effective web forms are also needs to convince them to sign up to begin with.  Clark Appliance does a nice job of enticing their target customers, cooking enthusiasts, to stay in touch with recipes, cooking classes, and special promotions.  

Kahn’s Fine Wines & Spirits also does a great job cross promoting their email newsletter with events and other promos, both on their home page and throughout their site.

  1. Event Registration Forms

Is there a better way to identify a hot prospect than to have them raise their hand and register for a tradition event or online webinar? If they register, they must have at least some interest in your organization or service.  And if they have interest, why not use a web form to gain some insight into the individual or company? 

  1. Promotions & Contest Registrations

A great way to collect data (name, email, phone, preferences, etc.) about prospects and current customers is through online contests and promotions that encourage visitors to your site to register.  Harry Potter Wall Art does a great job of compiling contacts for future communications and promotions via various contests and give-a-ways they promote on their homepage, as well as via Facebook and Twitter. 

  1. Order Forms (Case Studies, White Papers, Merchandise)

Other excellent way to generate leads using forms is to offer useful content on your website that individual can either download or have emailed to them.  Don’t get greedy with the information you ask for, however, or your sign-up (conversion) rate will go down the tubes.

  1. Request a Quote Forms

This is another type of form that may seem overly basic (see contact us), but that can provide a great deal of value (via leads) if executed properly. By making the form easy to complete, highly visible, and placing it in areas of your site that draw the prospect’s interest, you can dramatically increases conversions. C&T Design and Equipment generates significant leads by featuring the call to action (Request a Quote) directly from their home page, in addition to placing it on each of their regional office pages, as well as other key areas on their site. 

  1. Evaluation & Feedback Forms

Asking for feedback from your customers is a great way to gain insight into whatever initiative your organization to working on, while also getting some positive PR.  With an easy to use form builder, you create simple or complex evaluations. Utilizing these types of forms on landing pages and via customer follow-up email campaigns can create a positive impression about your organization’s service level.

  1. Request Help/Support Forms

Utilizing forms on your FAQ, contact us, or customer service/support pages can both elevate your service immediately and give your company information to enhance your service over time.  Information is power and the data you receive regarding questions and problems can be used to enhance your support processes (time to respond, tracking, etc.), while helping you to prioritize future site content that can more quickly answer your customer’s questions. 

There you have it - I’ve given a few basic ideas on how to leverage web forms to better engage your customers and drive conversions.  What creative ideas or examples of using web forms can you share?

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