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The Slow, Painful Death of the Lead Form

Yup, you heard it right.
It’s no longer easy to get people to sign up for something through their smartphones. Using a signup form in mobile has decreased conversion by 29% when compared to desktop – a sign of slow death for mobile forms. Another fact that might interest you is that customer calls has increased three-fold in the last 4 years.

Throughout the sales cycle of a customer, be it during the awareness stage or the buying stage, the most used device is the smartphone. And (obviously) when people use their smartphones more, the chances for them to make a call increases.
This is because calls are, by far, the easiest way for a consumer to reach a business. And if the business picks up these calls quickly enough and addresses the consumer’s needs, they develop a sense of trust towards the business, which eventually ends up in conversion.

 

Check out this landing page – it initially had an awfully long form that visitors had to fill in. It may look fine on a laptop screen. But on a smartphone, it hurts your eyes (and your fingers, if you attempt to fill all the fields)! To make the best of the limited real estate that smartphones provide, businesses employ call buttons. To make matters even more simple, businesses now use Google Call Extensions. This prompts consumers to make calls right at the search results page.

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The reality is that more and more people are using smartphones, and more people are making calls to businesses, because it has become so convenient now. In the face of such convenience, if your mobile website displays a long lead form to your visitor, it will undoubtedly annoy the hell out of them.

When a genuinely interested web lead has a genuine interest in your product, will you capture it, or just let it slip? There are plenty of reasons to prompt a lead to call, instead of getting their details through a form and getting back to them later – you can read about that here.

To make the most of inbound calls, businesses must identify which sources and keywords generate the calls in the first place. For this, they need call tracking. Call tracking further enables businesses to drive more calls, and hence more conversions.

It will suffice to say that the future is big for mobile. Are you ready for this upcoming wave of opportunities?

 

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About the Author

Farhana is a content marketer and pop-culture enthusiast who thrives on books, music, movies and YouTube videos.