Lead Capture and Nurturing
Lead Capture Optimization for Best Conversion Rates
Lead capture and nurturing is a critical but often overlooked factor in maximizing data marketing results. And while the rapid growth in Customer Data Platforms and Marketing Automation Software is helping to address this, every campaign should use optimized or at least dedicated landing pages with A/B split testing if at all possible. A well-designed and tested landing page can capture ten times (10x) as many leads as an overly complex, generic page.
Response capture methods that can attribute a response to a specific Test Cell have been in place for decades, including business reply cards (direct mail) and dedicated phone lines and promotion codes. With landing pages and pixel technology it is easier than ever to apply this approach to digital or multi-channel campaigns.
It’s a mistake to send campaign responders to your primary website form for the following reasons:
- Unless your campaign is purely for branding, your home page messaging will probably not be closely aligned with the specific message(s) of your campaign.
- It’s good practice to have separate landing pages or tracking pixels for each test cell to allow for quick assessment of campaign performance for each cell.
- Forms on landing pages can be radically simplified to encourage higher form fill rates if they are associated with a specific campaign message.
It is not necessary to invest in a full-fledged marketing automation software package if you do not have one yet. There are plenty of simple and low-cost (even free) solutions that we can recommend.