We’ve been hearing a lot about the importance of user experience in digital marketing today, and how everything has become consumer-centric. That primary goal can be used for directing almost every type of strategy you’re employing to generate leads and expand your business. Lead gen advertisers have been relying on Facebook Lead Ads more because they can yield great results.
The thing with Facebook Lead Ads is that they begin to fade after a few months after they are launched. So, to improve the quality of your lead ads, you should make your users think and make the conversion action a bit tougher. Take a look at a few ways to make sure you are attracting high-quality ads via your lead gen ads.
1. Qualify Users with Intro Copy
Many lead gen advertisers don’t bother to write copy for the intro section of their Lead Gen forms. Intro copy is indeed optional, but it’s also highly suggested that you use it. Use this section to tell your audience who you want and don’t want to do business with. For example, if you want to work with people with 10+ years left on their mortgages, Fortune 500 companies, or those looking for graduate school programs – this is where you should announce it. Explain to whom you will be the right fit and why your services are valuable. Those who don’t fit there won’t fill in the form, and that’s one low-quality lead to follow.
2. Create Custom Questions
In the form builder’s Questions section, there are two categories to choose from – Prefill and Custom Questions. If you want your potential leads to think a bit (and you do), then you should go for Custom Questions. Probably the best types of custom questions to opt for are multiple-choice and short answer questions.
Multiple-choice questions require you to write the question prompt and provide several answers. As for short answer questions, you will only need to write a prompt, and your prospects can type their answers in a blank field.
Custom questions also allow you to ask questions to gather the information that is not “required.” Asking questions that are not required will help you make sure a potential lead is serious about working with you, deterring low-quality leads. The best place to strategically lengthen your lead gen form is the Custom Questions section.
Let’s say that you’re trying to drive quality leads for a software company. The software works for companies in many industries, but you’ve noticed that the conversion rates are better for only a few. To drive higher quality leads, ask questions about those particular industries to give more focus to your form submissions. The answers you use in the questions form will be a signal for people from other industries that the software might not be the best option for them.
3. Form Type – The Benefits of Higher Intent
There are two form options to choose from when creating a lead generation form – Higher Intent and More Volume. It’s actually a no brainer choice because when opting for the Higher Intent form, the users will get a review screen with all the answers they’ve entered right before they click on submit. It gives you the chance to give them an “are-you-sure?” moment by showing them the information they shared with you. As people realize what they are sending to you, some will get scared and abandon the form. Those who are really interested in working with you will be the ones who have read the privacy info and submitted their information with confidence.
Despite making things easy for you to help prospects convert, Facebook Lead Ads can also attract low quality leads. So, be sure to use customizable questions, text fields, and settings to your advantage and avoid common Facebook Lead Ad mistakes that could break your efforts. By making things “tougher” for your prospects, you’ll make them think a bit before filling out the form. Those who are truly interested won’t be easily discouraged by filling out the form.
