Draw a Venn diagram around marketing, sales and the internet, and the little overlap in the middle will be a dark hole called your web lead form. This is where most internet campaigns fall down, because most marketers ask too much.
Harley-Davidson gets it right. Punch Harley-Davidson into Google and you'll end up at a tight lead form with only 6 data entry fields -- not too much info to give, but enough for Harley to find out if you're old enough to ride, what town you live in, if there is a dealer near you, and whether you've previously owned a bike. Harley generates a qualified lead, and you don't feel overburdened.
Harley has some other nice touches -- a free newsletter offer to entice you to complete the lead form, minimal graphics to distract you on the lead page, and a second page to complete more information (if you retreat from the next page, too late, they already know who you are!). Nice. Marketers with more than 6 data fields on a lead form should think about Harley, and how trimming back could boost lead volume.
The one thing you won't see on the Harley-Davidson lead page is a sweet photo like the one at top -- probably too distracting.
0 comments:
Post a Comment