1. Call to action
The very great art is to make the right offer at the right time. The more relevant and attractive it is, the better.
2. Data collection
Data is usually collected via a web form. Alternatively, some website operators rely on chatbots or even registration via a Google or Facebook account. At offline events, contacts are also readily made using QR codes for scanning. Data collection must be as convenient as possible. Despite auto-fill and auto-complete: the longer a form is, the less willing the potential customer is to fill it out. And the more likely he is to look for reasons not to.
3. Data transmission
After submitting the generated data should be transmitted to you securely and quickly. On the other hand, the visitor should receive expectation-conform feedback. In the case of a DOI procedure, an opt-in e-mail must also be sent to the contact immediately.
Monitoring and analytics
Lead capture processes must be regularly checked for errors and performance. Errors in forms are particularly annoying. These are difficult to detect if they only occur in some browsers and end devices. Especially on smartphones, larger forms often perform worse.
With high traffic volumes, A/B tests are useful to identify weaknesses in the UX design. Sometimes it’s the little things that have a big impact on the conversion rate.