It’s no secret that low lead quality is the main challenge that many marketers struggle with. Due to complex interconnections and distribution models, lead quality has been steadily decreasing over the last couple of years. A vicious circle has developed in which declining lead quality decreases lead pricing and marketing spending, which in turn decreases lead quality. This has resulted in a situation where nobody is happy and most online lead gen players are suspicious of each other.
Good lead verification practices can put an end to this dilemma and improve lead quality. Although investing in lead verification methods may be more costly in terms of time, money and energy, good lead verification will have a positive effect on lead pricing and increase trust among players in the lead gen industry.
There are two specific things that do not demand much marketing spending, but have a tremendous effect on getting better quality leads: Having a good lead gen form, as well as internal and external data verification tools.
Having a good lead gen form is an immensely underestimated way to set high lead standards from the get go. A smooth and monkey-proof form is more likely to attract committed users who are willing to supply correct data. If it takes too much time and energy to complete a form, users are more likely to submit bad and incorrect data just to get through the form. In other words, not having a good lead gen form can really lower your chances of obtaining correct or, in the worst case, any data. That’s why it’s so important to make forms user-friendly and to give specific instructions on how to provide user information. Another great way to guarantee users fill in forms correctly is to integrate automatic corrections if data is entered incorrectly.
Good error messages also play a key part in getting you correct data. If they don’t give information on where exactly the error is located, or if users have to scroll up and down to find that one field that is incorrect, they are more likely to get frustrated and less willing to provide correct data.
Another important aspect when it comes to lead gen forms is to make sure forms work on all browsers. More and more people are using smartphones and tablets and want to access and submit requests from their mobile devices. That’s why it is becoming more and more important to enable all forms to work on mobiles. Moreover, think about offering forms with java-script integrations rather than i-Frames. These are not very SEO friendly and can lower your chances of being found. They also tend to have unreliable loading speeds which, again, can make users frustrated and less committed.
In addition to having a good lead gen form, it’s also worthwhile to implement internal and external data control tools that verify and score leads.
There are many low-cost methods to verify data internally that don’t necessarily require increased marketing spending, but perhaps just a bit of time and energy. By running IP-checks to prove that IP locations match ZIP codes, checking if real names have been used, measuring clicks and interaction, and how much time users spend on filling in forms, companies can significantly reduce the risk of passing on bad quality. Google Analytics is a helpful tool that can provide insight into the quality of user data.
There are also many companies that provide external lead verification tools. These tools mainly filter out incorrect data by cross-checking data with large databases to prove consistency in consumer data. This is helpful in verifying whether correct phone numbers and addresses have been supplied and makes consumers more contactable. Many verification tools also offer lead scoring, giving insights into which leads are likely to be of higher or lower quality.
As the online lead gen industry shifts to a model that values lead quality over quantity, it becomes more and more important for lead gen companies to provide insights into whether or not the leads they pass on are of high quality. Having a good lead gen form and verifying as much as possible with the help of internal and external tools can go a long way in increasing trust amongst players in the industry, as well as result in higher conversions and lead pricing.
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