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Content vs Web Forms: What’s More Important for Marketers?


Content marketing practitioners argue that great content means people will complete your web forms. But that’s only half the story as your forms need to be good too.

Marketing teams invest significant amounts of time, budget and creativity into campaigns with the aim of driving traffic to their website. The focus is on building content to compel visitors to take action. While this is a good tactic, it fails to recognise the importance of building reliable web forms.

Why is this so critical? Because web forms separate a prospect from becoming a lead. They’re located at the most critical point in your funnel and dictate the impact of all your upstream activity.

In this article, we explain how Formisimo transforms lead generation and helps to ensure you’re increasing conversion rates.

What Content Marketing Best Practice is Missing

Hubspot’s State of Inbound report shows that content marketers’ top priorities for the next twelve months are:

1. converting contacts or leads into customers
2. growing traffic to their organisation’s website

And the main ways marketers are going to do this? By growing their organic presence through content marketing.

Hubspot State of Inbound

Source: Hubspot, State of Inbound (2018)

These tactics are highly effective. Research shows that businesses that regularly generate and publish content:

• nudge new customers along the journey from awareness through consideration to intent to purchase
• direct more visitors to their website
• increase brand recognition, trust and loyalty

But generating interesting, relevant and creative ideas takes thousands of hours and also costs money.

Which would be fine if your content was the last barrier between your buyer and your offering. However, in most cases, it’s not. Because at the end of every lead-building process sits a checkout, contact or some other type of web form.

The functionality of these forms is critical because they impact everything that’s taken place upstream.

In essence, these web forms act as gateways. They can open easily, allowing leads to slip through effortlessly. Or they can be as difficult to open as a rusty old portcullis, barring entry and deterring would-be customers.

Spending budget on content creation is worthless if your web form isn’t as well-thought-through as everything that went before.

Which means assessing the performance of your web forms is critical if you’re to optimise the effectiveness of your entire marketing process.

Bring Your Web Forms in From the Cold

Whether your content drives customers to buy from you, sign up to a newsletter or part with their details for another content offer, there’s bound to be a form involved.

Checking the performance of your forms relies on capturing the right data and interrogating it effectively.

Formisimo is the market-leader in the form analytics field. The software gathers thousands of data points on all your web forms. And by providing you with meaningful reports and actionable insights, you can quickly make impactful changes to your form’s design.

Our off-the-shelf software helps you:

• understand how many people visit, start and complete your form
• identify which fields cause the greatest rates of drop-off
• explore whether particular devices or geographies experience challenges
• pinpoint the field design issues causing your customers pain

With easily-interpreted charts, you can quickly grasp all these issues with your forms and more. Plus red, amber, green reporting helps you identify what to fix first and supports your A/B testing so you can optimise you forms without any fuss. As you reduce form friction, you make it easy for users to complete and submit your web form, increasing conversion rates and delivering greatest ROI.

With growing pressure on content marketing departments to deliver, you can’t afford to miss a trick. But many marketers do just that by failing to consider their online forms. Extend your marketing analysis to include the last stage in the conversion funnel – web forms – and bring your lead generation efforts to fruition.