You’ve generated a lead through Google Ads or Meta; the prospect filled out the form on your landing page, and the lead was then forwarded to your sales team, which is trying to reach them by phone. But here’s the thing: this is already the third attempt, and still no answer. Does this scenario sound familiar? Unfortunately, this has become all too common, and it’s hurting the profitability of your lead generation. However, there are ways to double your lead reachability through your forms. Here’s how to do it.
To start with, what makes a good form?
There is no one-size-fits-all rule when it comes to forms. What works for one audience may not be suitable for another.
Here are some questions to ask yourself before creating a form:
- Who is it intended for?
- What are the target audience's expectations and needs?
- Are the target prospects used to filling out this type of form?
- Why ask them to fill it out?
- Is this goal really important to THEM?
- What do they get in exchange for their personal information?
- In what format does the form appear?
- When do prospects access the form?
When a form answers these questions, it can be considered to be fulfilling its purpose. On the other hand, your prospect should never have to ask themselves the following questions: Why should I provide my personal information? What will happen to my data? Can I trust this site?
What response rate should you aim for with your leads?
The reach rate measures the percentage of leads your teams are actually able to reach, relative to the total number of leads received. It is a direct indicator of the quality of your lead generation process. It is far more revealing than simply the volume of submitted forms.
Here, too, there is no universal standard that would work for all industries. However, certain benchmarks provide some guidance. In the insurance industry, for example, a response rate above 70% is considered a benchmark for brokers. This figure is specific to that industry and to leads generated through direct telephone channels. If your current rate is around 30 to 35%, aiming to double it to 60 to 70% is a realistic and measurable goal.
The key is to track this rate on a monthly basis, sector by sector. We recommend not relying on an overall average, which masks the differences between B2B and B2C, or between the energy and insurance sectors.
Tips for Optimizing Your Forms and Doubling Your Lead Conversion Rate
What is the ideal length for a form?
You’ve probably heard that the shorter a form is, the higher its conversion rate. Several tests confirm this trend. But it’s not an absolute rule. The number of fields depends primarily on the objective and other factors. A long form can very well have a higher conversion rate than a short one. What matters is that the visitor never feels like they’re filling out too many fields.
Still on the fence? Nothing beats an A/B test, which is available natively on Blastform. These tests let you compare multiple versions of the same form and identify what actually drives conversions.
Adopt a multi-step form
Breaking questions down into multiple screens reduces friction and increases the prospect’s engagement throughout the journey, right up to the phone number field. When faced with a long, single-page form, a visitor instantly assesses the total effort required and is more likely to abandon it. Spread out over several steps, that same form gives the impression of progress, with a progress bar that visualizes how far the visitor has come. The prospect becomes more engaged as they move forward, making them more willing to answer honestly once they reach the contact questions.
Postpone the request for a number
Asking this question after a few lighter exchanges allows the prospect to engage with you before sharing information they consider personal. If asked for too early, a phone number can bring the process to a screeching halt, since the visitor doesn’t yet have a reason to trust the form. By placing it after less intrusive questions—such as industry or project type—you build rapport before asking for direct contact information. The prospect reaches this stage with a clearer idea of what they’ll get in return.
Add conditional logic
Conditional logic is the process that allows you to display only the questions that are relevant based on previous answers. It targets the prospect more precisely and encourages them to provide accurate contact information rather than approximate details. A visitor who sees only questions directly related to their previous answers feels as though they’re going through a personalized experience, rather than a generic questionnaire sent to everyone. This personalization also reduces the perceived length of the form, since each field displayed seems to have been chosen specifically for them.
Continuous Testing with Native A/B Testing
Comparing different phrasing for the phone number field, different positions in the flow, and different reassurance messages helps you identify what actually works for your audience. A simple change in phrasing—such as specifying the reason for the callback or the estimated wait time right before the phone number field—can be enough to significantly improve the completion rate. These minor adjustments are difficult to predict without concrete data, which is why it’s better to test than to guess.
Instantly route leads to your teams
Through a Zapier, Make, or Lead API integration, a lead transmitted in real time can be followed up on while the prospect’s interest is still fresh, which directly impacts the contact rate. A lead that has to wait several hours for an initial call has already had time to lose interest—or even reach out to a competitor. The speed of transmission between the form and the sales team thus becomes a conversion factor in its own right, just like the quality of the form itself.
Provide assurance regarding GDPR compliance
Explicit consent and a clear explanation of how the data will be used reduce mistrust and minimize the number of incorrect or incomplete entries. A visitor who clearly understands why their contact information is being collected—and by whom it will be used—is less hesitant to provide a valid number. Conversely, a form that is vague on this point may prompt some prospects to provide a fake number as a precaution, which directly impacts the ability to reach them later on.
Would you like to try out a form designed to double the response rate of your leads? Create a free form or request a demo to see how it can impact your own campaigns.
