Quality Lead-Building 101
In theory, it makes sense that the default Facebook lead form would produce lower-quality leads than the typical landing page. It’s not all that difficult to explain. It’s truly Quality Lead-Building 101. It doesn’t matter what approach you use to build leads. The easier you make the process, the more leads you should expect. But that ease of completion comes at the cost of quality.
If you create an extremely simple landing page with a brief explanation and a form that only requests an email address, you can expect to get more leads than a long landing page with a form that requests a first name, last name, and additional details about your business in addition to the email address. Facebook lead forms have an advantage related to volume because of two things:
- They keep potential leads on Facebook
- They prefill basic contact information
These factors result in less friction. Less friction will lead to greater volume. And again, that will almost always lead to less quality (a trade that can be worthwhile). Do we just throw Facebook lead ads away as a result? Of course not. Keeping people on Facebook (or Instagram) is still valuable. You don’t have to worry about the website experience or page load. Pre-filled fields can be beneficial, too.
If you want to increase the quality of the leads generated from these forms, the answer is simple: Add more friction. Here are some simple ways to add more friction without making your forms difficult to use, with the goal of improving the quality of leads you generate.
1. Do Not Use ‘More Volume’ Form Type
When you create a lead form, the first step is to choose a form type. By default, “More Volume” will be selected. You should know by now that this may not lead to the highest quality leads. The form will be simpler with fewer steps. The goal, from Meta’s point of view, will be
Are you getting unsatisfactory results from your Facebook Lead Ads campaigns? Here’s how to get high quality leads from Facebook Lead Ads.
Facebook Lead Ads are an effective, low cost way to generate leads from potential customers. The goal of your Lead Ads campaign should be to get pre-qualified, high quality leads that can be nurtured and converted into paying customers. Here are a few tips to help you get the most out of your Lead Ads campaign.
First, use targeted audiences to ensure you’re reaching the right people. Start by choosing an audience that is relevant to your product or service, including age, gender, location and interests. This will help ensure that the leads you get are more likely to be interested in your business.
Second, use the right ad format. Since Lead Ads are click-to-submit forms, you can capture leads effectively by providing a compelling headline with an easily navigable form. Also, create a few variations of your Lead Ads to test different call-to-action buttons, headlines and ad copy. This way, you can measure what works best for generating high quality leads.
Third, optimize your lead form for maximum conversions. Make sure that the form consists of only necessary fields, such as name, email, and phone number. This will help avoid making the form too long or complex. Also, you can use a text-to-signup feature where users can sign up for your offer simply by typing in their email address. This can help increase conversions and make it easier for users to submit their information.
Finally, ensure your leads are getting the right follow-up. After someone has submitted their information, you should immediately follow up with an automated email or text message. This helps to solidify the relationship with your lead and can help drive them further down the sales funnel.
By following these tips, you should be able to start generating high quality leads from your Lead Ads campaigns. With the right targeting, creative and follow-up, you can transform your Lead Ads into one of your most successful lead-generation channels.
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