HOW TO CAPTURE QUALITY LEADS WITH DATA-LED FORMS

• Form friction: Reduce the number of fields in your form. Make your copy clear and concise and always avoid jargon.

• Lack of incentives: Try exclusive treats, discounts or time-limited offers to motivate users to take action.

• Poor form placement: Always place your form above the fold so it’s seen instantly.

• Technical issues with your form: Test your form across various platforms to make sure it’s working correctly on different devices or browsers.

• Unclear value proposition on your form: Communicate what users will gain and meet those expectations immediately.

• Lack of trust: Place proof points near (usually just after) forms such as testimonials, reviews, and trust certificates and badges.

• Your content misses the mark: If your content fails to resonate with your audience, they aren’t going to complete a form.

Marketing psychology shows us what drives audience engagement. Today, we have a huge choice of lead-generation tools for building landing pages and forms or collecting data. Turtl is a long-form content creation platform that shows reader engagement metrics for lead generation content.

Audience data helps marketers like us make better lead-gen content, and score and nurture leads effectively. The best lead magnets are built on reader data because these stand the best chance of attracting the highest quality leads.

Let’s look at all of the different types of forms, and who is doing them well.

Registration form

Event registrations, webinar sign-ups, or user accounts. These forms want your attention – and email.

Request a quote form

Ideal for service-based businesses, this form gathers the information needed to provide price estimates or quotes.

Survey, feedback or review form

Encourages users to provide opinions, insights or reviews, which can help improve and tailor your offerings (great for product-led growth), as well as gather valuable market data.

Exit-intent pop-up form

What can you do when a visitor is about to leave your website? Give them one last chance to make a connection

Checkout or order form

Gathers customer information during the online purchase process.

Contest or giveaway entry form

Encourages participation in contests or giveaways, often requesting contact information.

Social media lead ads

You’ll have seen lead ad forms in your feed. These usually auto-populate your information, making it easy to sign up or “learn more.”

A good conversion rate for lead generation forms typically falls in the range of 2% to 5%. This means that out of all the visitors who view your lead gen form, 2% to 5% should complete it by providing their information and becoming leads.

A “good” conversion rate varies depending on your industry, the quality of your traffic, and the complexity of the conversion process. Some businesses and websites may achieve higher conversion rates, particularly if they have highly targeted traffic, compelling offers, and user-friendly forms.

We advise you to benchmark your lead generation form’s conversion rate against your historical data and industry standards. And it’s super easy to work out your conversion rate, take a look.

Working out your form conversion rate

How many webpage visitors completed the form and became leads by providing their information? Then calculate the percentage.

Conversion Rate = (Number of Leads / Number of Visitors) x 100

For example, if 500 visitors came to the page with your lead generation form, and 25 of them completed the form and became leads, the conversion rate would be:

Conversion Rate = (25 / 500) x 100 = 5%

Many lead gen forms are about discounts or webinars, and many more use long-form content to attract leads – particularly in B2B. You can build long-form lead generation content in Turtl and bring higher-quality leads straight into your funnel. How? It comes down to data.

If you want your thought leadership content, interactive ebooks, digital whitepapers, or online brochures to capture more leads, we can help.

Turtl helps you create digital documents. You get a full analytics suite, content benchmarking reports and content scoring to help you make impactful long-form content. We’re particularly good at helping marketers make lead gen, ABM and demand gen content because our analytics is based on big data (over 30 billion data points, in fact).

Every inch of Turtl is designed with user engagement in mind to drive content performance and reader data. We use data to help us build lead magnets with lead gen forms that capture and convert leads we know will most likely convert into customers.

Let’s show you how lead gen forms work in Turtl. Putting content behind a form is called gating content. You can choose whether to gate your content or not, according to your goals.

You can gate content anywhere in Turtl

Gate one or more chapters of your content, anywhere you wish. If you choose a hard gate, your reader will need to complete their details to keep reading. We advise you to allow readers access to a couple of chapters to get them interested or tease by hiding a juicy piece of content behind the form.

Using hard or soft gates

You also have the option to allow the reader to dismiss the form without providing their details – i.e soft gating content.

Adding gates to the back page of your Turtl Doc

When you create a new Doc, the form on the back cover is enabled by default, which allows you to encourage your readers to sign up and hear more from you in the future.

But here’s the thing. You can see precisely what readers are doing in Turtl.

See exactly who signed up, and what else they did

Head to Known Readers in Turtl Analytics to see reader contact details and how each person interacted with your content – things like the number of reads, shares, and average read time. You can choose to view sign-up behavior if you integrate Turtl with your CRM.

Using forms to capture leads is a small part of a good lead-generation strategy. What makes a big difference is how you use gated content to optimize your pipeline. If you use data wisely, you can do this from the top of the funnel and down.

Data-led forms are more than just tools for lead capture -- they’re the gateway to better targeting, stronger nurturing, and serious pipeline growth. By removing friction, feeding in insights, and gating strategically, you'll build forms that deliver results.