inbound-marketing

Convert Prospects into Leads145used. For example, if you ask for someone’s e-mail address,the visitor might wonder whether you’ll rent or sell theirinformation to third parties (a common practice in someindustries). To increase your credibility and trust, it’s usefulto have a clear privacy policy explaining what you willand will not do with people’s information. You can linkto your privacy policy right from your form. Having thiskind of transparency increases the likelihood that users willcomplete your form.AUTO RESPONDERMake sure you configure your form so that prospects receivean e-mail confirmation when it is filled out, with a furthercall-to-action, in order to continue to pull them into yourfunnel to extract more information about them.As mentioned before, in order to do those tests, we recommendyou have your site set up so that you (not your ITguy) can easily make changes and run tests on your formsand conversion rates.Going Beyond the FormThe good thing about the Web today is that you know a lotmore about the people who fill out your form than what isin the form. Configure your site so that you can track everypage prospect’s visit, every comment they make on yourblog, and the company for whom they work. (This is a littlespooky, but worth doing). All of this information should gointo your database, along with the form information; havingthis comprehensive view of your prospect on hand whenyou follow up will increase your likelihood of closure. Forexample, someone who went to two pages on your site andfilled out a form with their Gmail e-mail address should be