In the last 12 months we have worked on a large number of site redevelopments or redesigns and one of the key factors in the success of these projects was something you rarely think about. The forms.
Having the right forms in place can make the difference between a well functioning website and a poor one.
Now as most insurance is still sold rather than bought due to the varying nature of products, most brokers will use a lead generation form to get the enquiry so they call and sell to the customer.
That in itself is fine but there are a few things you may want to consider. What do you want the site to do with that data in the form? Now most owners will say they simply want to have the data sent to them via email so they can contact the customer.
Again fine, but how do you know if the site forms are working? If you have a system that only sends the data to an email address, what if that part of the process breaks? The customer thinks he has sent an enquiry and is waiting for you to get in touch – but you can’t because you don’t know there is an enquiry.
This kind of stuff happens every day… but you just don’t know about it.
How do you fix it? Make sure that the form tool you use on your website sends the data via email but also stores it online somewhere, so you can go and check the back office every couple of days to see if you have missed any emails.
This is also a good way to easily see how well you are doing by enquiry levels, which will otherwise get lost in your email inbox.
What other things could a form system do?
Well how about having different versions of the same form for different marketing methods – so when the email arrives you can see it came from your Facebook page or via some pay per click advertising. This again gives you an easy way to see what is working.
What about building a newsletter email database? Your form system could send the name and email address to your newsletter management tool automatically so they can then get copies of your monthly newsletters.
Simple or complex forms
You want an enquiry form system that allows you to build very simple forms or very complex multiple tab or page enquiry forms for different products but still have all the data stored in the same place.
The more data you ask for generally, the fewer full enquiries you will get but those that do complete a fuller form will be more qualified and more likely to convert.
It is a balancing act, whether you want volume or quality.
There are a number of solutions out there for form management. If you are thinking about a website rebuild do let us know. We can help develop a form system that works both as a lead generation tool as well as an integral part of your marketing system too.