How to Build a Better Lead Form

Say you’re walking on the sidewalk, minding your own business on the way back from lunch, when you lock eyes with a street canvasser. The canvasser, dressed in some ill-fitting mesh vest and a visor, gets ready to sell you on a good cause. You want to support the cause, but you also hate the intrusion of the hard sell and don’t want to give away your personal information. She opens her mouth to initiate small talk, but you walk right by, avoiding eye contact and trying to stifle the guilt. Lead forms are the canvassers of the marketing world. In any exchange of value, both sides need to evaluate whether they’re getting something useful in return. On the street, it’s not worth it for most people to take out a credit card and hand over sensitive information to donate to a charity when they can just do so […]