Static Forms Just Don’t Work Anymore

January 12, 2010 at 11:26 AM Leave a comment

These days we’ve learned to ignore Web surveys, registration forms and other lead generation devices. Chances are the Web form on your “contact us” page hasn’t generated a lot of leads lately. In any case, a static form asking everyone the same set of questions won’t help you understand which leads are sales-ready and which are just entering the sales funnel.

However, there is a way to increase response and better target sales-ready leads: create a conversation-like experience. Ask a question that’s relevant (hint: it’s not “when are you buying?”), and ask a relevant follow up question based on that answer. As an example, you might find out the problem they’re trying to solve, and then ask a value proposition – would it be valuable to have a way to do x to solve y? Get them thinking if it really might be valuable. In short, let them know you’re listening, and open up the possibilities.

On the Web, dynamic surveys and forms (which branch into different topics depending on the answer) are proven to double the number of leads generated from a given activity. It’s all about relevance.


Entry filed under: Uncategorized. Tags: , , .

A Word of Introduction Getting the Order Right

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed

Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



%d bloggers like this: