- John Woods
- January 30, 2024
My CRM system has nothing to do with online conversions I hear you say. And that should be true.
But have a look at your lead capture forms and take a good hard look at the mandatory (and non-mandatory fields) on them.
Are you asking for first and last name separately? Are you asking for separate address and postcode lines? Are you asking prospects for their company name or job title, their phone number when you have no intention of calling them or their email address when you have no intention of emailing them?
And then ask yourself—are you doing this because your CRM system ‘needs this information’? Or because someone told you the CRM system can’t create a record without them? Or that the information needs to be formatted to make it compatible with your CRM system?
Then your CRM system is killing conversions—because form fields kill conversions. You add more fields you get fewer conversions. You make those fields mandatory you get even fewer conversions.
You don’t have to take my word for it, loads of conversion experts have looked into this issue. (Check out Hubspot’s blog post for starters.)
A few practical steps to take:
And while we’re on the subject, here are a few more pro tips for form conversion optimisation:
Now go have a look at the fields on your lead generation forms. Remove one or two. Analyse conversion rates before and after. And let me know how you get on!