As a consumer shopping online, you see these simple lead capture forms like this everywhere, practically on a daily basis. If you’re like most people, more often than not, you probably exit out and continue on with your search, leaving the brand lead-less.

If you're a marketer visiting e-commerce websites, experiencing this same scenario, and then finding yourself exiting out of the popup, how do you expect your visitors to leave their lead information on YOUR lead capture form? Luckily, for modern day marketers, there are several solutions to be better about this approach, successfully generate leads, grow your customer base, and increase conversions.
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Lead Capture 101

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Here at Jebbit, we know that lead capture is crucial to the goals of any/every e-commerce brand. It's even more crucial for marketers to move beyond this type of transactional lead capture to a version that is engaging, on-brand, and provides a genuine value exchange to your customers.

As any marketer will tell you, not all leads are created equal. Let’s take a look at a few of the different types of leads from a birds eye view. ‍

Lead Capture Forms

Starting Off With a Standard Lead:

These are emails or other leads that have been captured to allow a brand to follow up with marketing materials, as they are potential customers. Now, any lead is a step in the right direction BUT, a standard lead has not been qualified yet and may not be interested in the products/services.

Think: Buying a list of emails to target. Customers may have a general interest in the products you are selling but may not have explicitly signed up for your list.

Next, We Have a Qualified Lead:

These are the types of leads you want. They’ve shown interest in your product/service and would be potential customers. The important thing to remember about qualified leads is that they’re not always easy to come by and may require a little more investment on the front end. Hard work pays off, and there is nothing more rewarding than to see a qualified lead come through. These leads are more likely to start the sales process.

Think: A Lightbox onsite that displays to visitors and offers them 10% in exchange for them leaving their email.

Last but Not Least, a High Quality Lead:

This is an email or other piece of lead data on a customer that includes information about their interests and motivations to allow even more accurate and personalized follow up/retargeting.  

When you have a high quality lead, there is valuable data that has been collected to make sure that when the sales team reaches out or when you send automated emails, they are as relevant and targeted as possible.

Think: Asking a number of questions via an experience that allows a brand to learn more about a customer while attributing those responses to a specific email.

Lead Generation vs. Lead Nurturing

It’s one thing to generate leads but it’s an entirely different process to nurture those leads until they convert into paying customers. Just because you have a lead, doesn’t mean that your job is done. In fact, it’s only just beginning.

As we stated above, not all leads are created equal and that’s why it’s important to have a strategy in place for each type of lead.

Here at Jebbit, we specialize in generating high quality leads with our data-driven platform that allows brands to collect valuable information about their customers through personalized experiences. Our platform then gives brands the ability to turn those leads into paying customers through targeted follow up and lead nurturing.

What is Lead Nurturing?

Lead nurturing is the process of developing relationships with buyers at each stage of the sales funnel and through each step of the buyer’s journey. It’s about providing valuable content and resources that educate buyers on your product or service and help to move them further down the funnel.

The objective of lead nurturing is to build relationships with leads that may not be ready to buy right now but will be interested in your product or service in the future. By having a lead nurturing strategy in place, you’ll be top of mind when they are ready to make a purchase. The main goal of lead nurturing is to build trust and credibility with your leads so that they eventually do business with you.
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According to Nurture Marketing, lead nurturing can result in a 50% increase in sales opportunities and a 20% decrease in the cost of customer acquisition.

How to Nurture Your Leads

The most important thing to remember about lead nurturing is that it’s not a one size fits all solution. There is no magic formula for the perfect lead nurturing campaign because every brand and every customer is different.

However, there are a few best practices that you can keep in mind when designing your lead nurturing strategy:

1. Segment Your Leads:

The first step to effective lead nurturing is to segment your leads into different categories so that you can tailor your campaigns to each type of lead.

2. Personalize Your Communications:

Your leads are more likely to engage, communicate and do business with you if they feel like you understand them as an individual.

3. Provide Valuable Content:  

The whole point of lead nurturing is to provide your leads with valuable resources that will help them further along their buyer’s journey.

How to Capture High Quality Leads

Let's take a look at two different elements. First, the type of content we create to funnel customers that will drive more leads, and finally, different strategies for effectively collecting their lead information.

Creating Content to Drive Lead Capture:

The first step in encouraging customers to leave leads is creating what we refer to at Jebbit as “Genuine Value.” Depending on your brand, this can look like a number of things.

Example 1:

Let’s say you’re a skincare brand, you offer a Product Recommendation quiz that asks your customers several questions allowing you to recommend the perfect product for their skin type.

Genuine Value: Customized Product Recommendation

Example 2:

Let’s say you’re a DTC beverage product, you offer a trivia quiz to customers that asks questions on their knowledge of your emerging industry, increasing their overall knowledge of your products and leaving your customers feeling engaged and educated on your value proposition.

Genuine Value: Education on your product/service.

Example 3:

Let’s say you’re a shoe retailer, you create a personality quiz that asks questions about your audience and matches them with a unique personality that's based on their personal and athletic interests.

Genuine Value: Entertainment

All of these options are great, because, before even attempting to gather a lead or information about them, you are creating content that shows off your brand personality and provides genuine value to your customer.

The possibilities are endless when it comes to providing Genuine Value. But what’s important is that you ensure whatever content you’re delivering is valuable enough that your target audience is willing to provide their lead information in return.

Plus, as a bonus, all of this information you collect from these experiences is zero party data which is the most valuable form of information a marketer can get their hands on. You now own this data and it's incredibly impactful for personalizing the customer experience, especially when combined with their email. This is what we refer to as a “High Quality Lead.” (Boom, success!)

Strategies For Lead Capture

Now that you’ve done a good job of providing a value exchange to your customer, you’re in a great place to go about asking for their email or other piece of lead information. We see a couple of different strategies used within Jebbit experiences that we’ve broken down below. Take a look.

Optional Lead Capture

A lead capture page gates the results with the option to leave an email if interested.

• Allows brands to gather leads without restricting a customer's access to the outcomes.
• The emails will oftentimes be of higher quality since customers are not required to leave them.
• This will generally have no impact on the conversion of an experience.

Required Lead Capture

Results are gated by a required lead capture page. This makes it so customers must leave an email to access their results.

• Beneficial if the number one goal of the team is to increase lead capture.
• Generally brands expect to see less conversions from the experience and a higher drop off rate.
• Oftentimes you’ll see more junk or throwaway emails.

Incentivized Lead Capture

Results can be gated by a screen that offers quiz takers to enter an email to receive a discount code.

• This can boost lead capture rate and can be helpful if an increase in lead capture is the main goal.
• Brands will oftentimes see a higher lead capture rate compared with the other two options.
  

Email Results

Outcomes are gated by a lead capture page with the option to send results via email.

This option is beneficial for brands that are looking to increase email capture. Emailing results also allows customers to share their outcome with friends, providing valuable viral potential.

When it comes to lead capture, there's no one size fits all solution. It depends on the brand, their goals, and what's going to work for their specific objectives.
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All in all, there are many strategies for collecting leads from customers, making it even more important to create engaging experiences that show off your brand personality and provide genuine value to your customers.

If you’re interested in learning more about how Jebbit can help you generate high quality leads that convert, increase conversion rate, entice visitors, etc., chat with us today!