Question

Topic: E-Marketing

Phone # Requests On Landing/squeeze Pages?

Posted by Anonymous on 3/26/2009 at 9:01 PM ET 50 Points
Our company is launching an online "find an attorney" site soon. In our advertising to sign attorneys up, we will direct them to either a landing page or a squeeze page with the whole pitch about our service. Here's my questions:

1. Is it more effective to offer a freebie (report, white sheet, newsletter, etc) to capture a lead, or, is it sufficient enough to just ask them to fill out a form with their info if they're interested and/or would like more information?

2. Will it hurt our capturing of leads by asking for the prospects phone # and/or name? We would MUCH prefer to follow up by phone. But, will it lower our capture rate?

3. If offering a freebie like a free marketing report say, is it better to send it instantly to their email, or, is it okay to send it the next business day? Will it screw with our results if not sent instantaniously?
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RESPONSES

  • Posted by Tracey on 3/26/2009 at 9:24 PM Accepted
    I agree with the answers from jcrooks. I have tested all these variables also, and (s)he's right.
  • Posted by Linda Whitehead on 3/26/2009 at 9:56 PM Accepted
    At my most recent employer, we increased leads by 147% by practicing content marketing-we offered whitepapers, webcasts and podcasts, as well as a monthly newsletter. That is more than enough proof for me that you will get significantly improved results by offering a freebie of value to your audience.

    You should definitely ask for the telephone number. Again, at my most recent employer, marketing produced leads for sales, and all leads were contacted by telephone. There was no in-person sales contact. It should be about quality, not quantity of leads. If a lead is a serious, interested lead, they will provide a phone number if you require it.

    You need to send the freebie right away. We always sent an email about the content we were promoting, with a download button so they could access it immediately. I would strongly advocate this approach.
  • Posted by Marco on 3/27/2009 at 12:11 PM Accepted
    Everything posted thus far is dead on right. Typically freebies help conversion and asking for a phone number will lower it. Ultimately, you should test to understand exactly how YOUR audience responds and what makes more sense for your business. The overall goal is to reduce "friction" and "anxitey" (see www.marketingexperiments.com) but it might also be that that less leads with a phone number means more to your bottom line than more leads without.
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