Why web forms are important for conversions.

Web forms are key conversion points on pages and blogs.

Have you ever wondered why people fill out web forms when there is phone number readily available?

To understand this process it is important look at the factors that control the end user’s conversion path. Here are a few factors that can control the method of conversion your end user will choose:

  • Time Of Day
  • Location
  • Day Of Week
  • Telephone Restrictions
  • Schedule Limitations

Many of these factors have most likely played a part in how you have converted on some web property in the past. Here is a good example of why web forms are key to increased conversions.

It is 3AM and this potential customer is surfing the Internet looking for a home builder to build his new vacation home in the moutains. He finds your site and is impressed with your portfolio of projects. He visits your contact us page and their is a phone number and an email address. It is too late to call and his email client kicks out because he doesn’t have a mail software associated with his profile so it causes frustrating error. He bounces from your website with intentions of calling your office in the morning. He never does.

An effective conversion web form would have most likely captured this vistors / potential customer information and you might be typing a proposal now instead of reading this blog post.

Web form conversion point is key to converting your late night visitors.
Notice the clear point of conversion on the web page. We are giving them the power to convert even at 3AM in Antartica.

So in closing make sure you have a conversion point that allows a customer to communicate with you without the need for email that won’t be controlled by their location, time, restrictions or other factors.



Calculating ROI on short term campaigns

Short Term Campaign ROI Tracking using analytic data and buying cycle

Short Term Campaign ROI Tracking using analytic data and buying cycleSometimes it is hard to calculate ROI on short term campaigns because the buying cycle may be longer than the campaign.

It is important to continue to measure campaign results even after the campaign has finished.

Keep the monitoring of the campaign going for the length of the average buying cycle. This way if a lead was not converted during the short term, you will still be able to determine the ROI for the campaign.

A few tips for determining the ROI on short term campaigns:

  • Determine Campaign Length
  • Determine Spend of Campaign
  • Determine Cost of Creating, Tracking and Supporting Campaign
  • Determine the Length of Buying Cycle
  • Determine Tracking Time Frame
  • Create Reports To Show Status Of The Campaign Through Completion

All in all it is possible to track short term campaigns that have long term results. It is just necessary to plan a window of reporting and data collection.

This would be useful on campaigns that have small budgets that will not be run again unless there is a significant ROI.