Your offering is late in the buyer's journey. Down the bottom of the funnel. Super-high value in freemium terms. So, this form needs to ask for more than just name, email and phone number.
It needs a couple of additional questions.
You need other details so you can sort and score your leads to let your reps work smartly. That's why you invested in HubSpot; so all of this information sits in the contact record in the CRM and can let your team work efficiently.
Or, let HubSpot bounce them back into MQL and nurture them a bit more as they aren't really ready for a sales conversation.
So, this form definitely needs those extra few questions.
You tried asking for fewer bits of info on the form, but it meant your sales team kept wasting time chasing down not-ready leads who should still belong to marketing.
So then sales need to stick in this extra question here. Another optional field there. Now, that form has grown longer than my hair during lockdown 1. And it looks even worse.
Well, maybe not. But, still, this form doesn't look good. And that leads to fewer people filling it out.
Say hello to multi-step forms
Multi-step forms let you take that long and unruly list of questions you want to ask your users so you can qualify them as ready for sales (or not) — but make it easier to digest and more likely to be filled out.
It's the same amount of questions in a more digestible format.
Users aren't put off by a long form because it's broken into steps. And the steps are signposted and clear. So, when they fill out a step, they can see they're making progress towards the end goal.
And people love completing stuff. It makes them feel good.
Also, in terms of website user behaviour and the way users think, there's a super-cool psychological trick learned from the retail and hospitality sectors that you can leverage.
Many studies have shown that, when it comes to standing in a queue for something or waiting to be served, uncertain waits are longer than known, finite waits. People will commit more time to something if they're told upfront how much they're committing.
So, with your long form broken up into labelled steps, people know how many steps there are and how far towards completion they're at. If it's one super long form, they're uncertain of what's waiting for them behind the submit button and will default to thinking it's going to be as significant a time investment again, or worse.
And they'll bail on submitting the form.
So, using a well-signposted multi-step form will increase the chances of people submitting their details and HubSpot scoring them as a lead.
But your site is on WordPress.
The solution? A multi-step HubSpot form you can plug into your WordPress site
No more multi-page journeys that cause drop-off. No more pushing people to come back and fill in the rest of the form. No more scaring people away with a super-long form. No more taking a simple HubSpot form submission upfront and praying people share the rest of the information you need via email, call or additional page visits.
Instead, bring the powerful multi-step form out of HubSpot and plug it into your WordPress site.
Voila. It's a bells-and-whistle HubSpot form that boosts conversion rate, but it's doing its thing on your WordPress site. Take a look at the form in more detail on this page then install it via the HubSpot Marketplace.
Access it right now using the button below.