Form Submission Conversion Rates Struggling?

One of the biggest challenges that I hear from my clients is attributing success of their various initiatives around whether or not form submissions are captured. But measuring performance strictly on form fills doesn’t take into account how not all forms are created equally. Oftentimes, the barrier to entry with forms is simply how long we make them. Most companies that I’ve seen ask for varying degrees of information based on what treasure lies behind the submit button. In some cases we may only ask for First/Last Name and Email Address. Others may ask for those + Company level information or somewhere in between.

6sense rolled out Smart Form Fill to solve the problem that forms are simply too long and people are intimidated by the level of information they have to input to sign up for your webinar or download your report. Leveraging our integration with your Marketing Automation Platform (MAP), 6sense can pre-populate Account data based on our account deanonymization capabilities on your website. What’s nice is this data can be visible to the end user if they need to make an update, or the data can be captured as hidden fields. Either way, upon submission the data gets captured in your MAP. This information is fulfilled by 6sense’s Company Identification API*.

Take it a step further, 6sense’s People Enrichment API** would allow you to simply leverage the corporate email address as the input field by the end user and have person level data (first/last name, title, etc.) pre-populated from our database as well as company level information. This motion effectively makes your forms as simple as possible, removes the barrier in place that often leads to form abandonment (97% of forms are abandoned!) and capture more leads for your BDRs.

Don’t just take my word for it though. One of my client’s rolled out Smart Form Fill in September. They are only pre-populating Company Data and were able to reduce the number of fields someone needs to complete from 8 down to 5. In two short months, the results speak for themselves:

Average daily form submissions:

• Asset Downloads increased 23.6%.
• Trial Requests increased 46.5%.
• Request for Quotes increased 37.9%
• Demo Request increased 56.8%

Now imagine if we layered in the person level data here, I could confidently say the already impressive results would be even better.

In a perfect world, we wouldn’t have any forms and we can rid ourselves of the antiquated practices that can be fulfilled with technology (cough 6sense). And remember, companies buy from other companies and individual people (MQLs) are just our foot in the door! But wouldn’t it be nice to only have to ask for an email address and still get the full profile of the people requesting further information from you?

Give it a try with a low risk form, observe the results and make the business case to expand to more.

* 6sense Company Identification API is included in your subscription but available API credits may vary. Consult with your CSM to check and monitor usage.

**6sense People Enrichment API requires an additional allotment of credits and does not consume the same credits as the Company Identification API. Consult your CSM for more information.