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you may not even think about this anymore but it's important opt-in forms it's the unglamorous Workhorse of lead generation and all the campaigns around lead generation right I get it but this is where a leads Journey with you begins or continues with your organization so what can you do to maximize the interaction and improve your form completion rate and I'm going to give you an approach I'm going to show you the statistics and I'm going to give you the results of the approach to consider for your marketing initiatives the best way to listen and engage with this video is to take it in and consider oh my gosh what could I do how do I feel about that what is my reaction to this and just suspend all of what you know and what and all of that and just participate with this because I promise you you're going to be blown away this is the first part in a multi-part series of videos that's going to walk you through an entire campaign and how this is done how this continues from the beginning so we're starting at the beginning with opt-in forms okay so I'm going to show you how to use them in a way that will improve your completion rate and segment your leads at the same time in a meaningful way so ready let's drill down we're going to explore multi-step opt-in forms and I want to get your insights on what I mostly see because I've done a lot of research on this and I would love your thoughts on the multi-step form I'm about to show you and walk you through okay so basically here's the thing and why multi-step form started to get popular is that most of the blogs that are talking about all this site Effectiveness based on the psychology principle the Z garnik zagarnik effect I don't know if I got the pronunciation right but it's a zygarnic effect and basically what it says is people who begin an action are more likely to complete it you know a ball in motion continues to move right a body in motion continues to be in motion which means that visitors start your multi-step form are more likely to actually complete it okay so that's one way to consider what I'm going to show you here so let's get started okay so this form starts by it comes up bottom this way and I love the way it presented actually but it came up just as a little line at the bottom offering you to download this thing and you click on it and it opens up or you click on the link right so it came up like this just right at the bottom of the page and I was just reading a Blog so I love that it was right in line I love that it was easy right so I click download for free and I went right to this one okay so I get the standard question provide my name what's your immediate reaction to that what's your immediate reaction to seeing this on clicking download and you're just looking at it to enter in your information and you see this whole thing what's your immediate reaction okay so I entered my information I go to the next step haha They want my email address and my phone number notice all the fields are required now keep noticing how you respond what are your feelings and your thoughts where are you now if this was you completing the form what would you enter here notice I gave them a 555-1212 phone number I don't think they've earned that yet so all right we'll get to that later though okay click Next Step oh my God third step and there is one more by the way getting my website my company name okay good keep checking in keep checking in with your thoughts if you were completing this multi-step form and then finally finally after an eternity at seemingly um they asked for the size of the company so likely my answer of how small this company is will put me in the discard button and and that'll be that but we'll see so what are your thoughts I'm thinking I finished a marathon literally a marathon okay so in terms of completion rate it likely is higher than if they put all of these questions on one long form right so if you saw this all these questions on one long form you made us sped through it to get to it and maybe you would have done it and the same but this is that whole effect right a ball in motion continues to be in motion once you start you're going to complete it but here's my question um so their completion rate probably is higher than what would normally be the completion rate um but my question is this did they get helpful information like did they get information that's going to help move that lead through their buying process or are they trying to drop you right into a sales call like where what are you what do you think the motive is here what do you think you know experienced marketers what do you think put that in the comments below or did people start to lie because it was so long and they just want the customer Journey map templates I mean come on do you guys always tell the truth another question go ahead put that in the comments below let me know what you think now another question is this is the one that I really want you to consider is how well equipped does this form make the company to effectively nurture this lead through their buying process I asked that earlier but other than knowing other than knowing they have an interest in customer Journey mapping which is at least one data point right beyond that they know the number of employees answered I don't know if that matters at all other than a sales question right to say you know are they in our our perfect potential customer size or whatever um and other data that was all required so they may not and that may not be accurate or truthful they may actually be getting bad data right do you answer you know and do you answer questions truthfully okay I'm digressing but let's look at this so not all I want you to consider this and that's one multi-step opt-in form and this is the majority of ones that I see but I want us to explore a different option a two-step opt-in form let me show you what I'm talking about another example so clear your brain of that you know we're gonna go to try another wine so clear the palate all right so here's another we're going to look at a webinar opt-in and y'all do webinars I mean people do webinars or you do you know one sort of another of getting people to participate but just it could be any opt-in form but here's the page you click the button boom you're brought into your first step now notice that this first step asks you a question okay so now let's look at that people in motion let's look at the whole relationship I want to go into a little bit of psychology when you first look at when people first are confronted with a lead capture form they click that button they're on edge what are they going to ask me for it's friction the more friction there is the less likely that step will be completed okay so multi-step forms try to minimize that but you're asking about them you're asking personal information like I gotta give you something but notice that this question is actually segmenting it's actually asking them about themselves and it's basically saying tell us about yourself what is your experience with email marketing okay so we're doing a webinar about effective email marketing anyways and sharing some best practices that were going to blow people away but anyway tell us about yourself how experienced are you with it we gave them three options so now they're now your brain we didn't ask you for your information we'd ask you for your name we didn't ask you for so your brain relaxes so that spidey sense that fight or flight mechanism relaxes okay and you pick an option and then you select to continue now we're asking for your information but you don't have that friction going on you don't have that spidey sense that tingling that fight or flight it relax now you're going to complete the form okay now you might be asking you know at this point one of the things that you might very well be asking is well in terms of Target opt-in rates what what is it that I should expect well normal form opt-in rates are between two and five percent it's a low bar okay two and five percent for getting your you know lead gen to get a completion so how well did this two-step form perform okay so let's look 41 so we had different pay different URLs going to it that we could measure specific traffic and things like that so look at this 41 80 68 51 now I will admit this 80 was our list people knew us this was our list these others didn't know us at all these other three they didn't know us so now look at 68 51 and 41 a heck of a lot higher than five okay these are people who promoted it for us um and pushed and had their people go in so it was um it wasn't just cold leads coming in I will admit but still you know if you're seeing two to five percent ten percent twenty percent or even 30 opt-in rate conversions this blows that out of the water okay so you want to think about wow okay how can I use two-step forms and that goes back to the question of well what is how can you segment now the other thing I want to talk to you about is how useful the information is now so yeah I've got the way to contact right I've captured that but now I know what's their experience with email marketing all right now here's the other thing super useful if you've got this we can dig into the data so from our own list this is this was kind of shocking to us so when we saw it we had to adjust what we were doing on the webinar kind of fun right like that you could do that on the Fly and kind of adjust and I'll and I'll share with you in the next video how we did that what we did to understand things better because we developed those three questions like are you new are you experienced but you want better results or experience to always looking to improve we we did those three buckets knowing that we were gonna do a follow-on question okay a follow-on series of things that we were going to do after this person opted in but before the webinar so that's the next video the one that's going to be after this so stay tuned for that but check this out so on our list the majority of people who opted in and answered the question were experienced with email marketing and the next one was new to email marketing but by far over 50 percent experience with email marketing now contrast that with the people who promoted for us and they're people who came in these new leads that got generated they theirs was by far like 60 percent I want to say maybe a little you know right in there or new to email marketing so now we've got this split in audience so I don't want to dumb it down for the experienced people and I don't want to be over the head of the new people so what do you do okay but going into it we had this uh we had this information and this knowledge because we can track that statistic and we can track the conversions and we know exactly what they said based on how they told us about themselves on that first question look at what we learned okay versus that first multi-step form I took you through what did they learn okay so stick with that stay tuned and we're gonna continue in the next video and show you how we use the high level segments to engage our leads and learn even more if you like the video go ahead and click that like button then subscribe to receive notifications of new ones and thanks for watching