How to increase conversion rates for email forms in B2B

You’re losing conversions because you're asking for too much info upfront when trying to capture email contacts/leads.

1 email address field looks clean, simple.

2 fields = already ugly.

3+ fields = that’s a whole task instead of a no-brainer.

You might think you’re getting valuable information about your prospect, you can pre-qualify them, segment them, all that jazz. You can even “personalize” the emails starting with “Hey NAME!”. Wow.

In reality - you’re decreasing your conversions and literally losing customers and revenue.

This data (and much more) can be collected AFTER someone made the first step (gave you their email address). There are enrichment tools, B2B databases, there are quizzes and questions you can send, etc.

And primitive personalization is usually lame and lazy.

Good emails feel personal because of the hyper-specific language and relatable stories, painpoints, questions. Not because you added a bunch of {{fields}} in your email editor.

This is how you do it:

If you still want to send “Hi NAMEs” - a lot of people use their names as part of an email address itself. And if they don’t, maybe they don’t necessarily want you to use it everywhere?

So if you’re not getting enough signups - make the form super simple (just email address), ask for more later.

If your signups are low quality - ask questions after they entered email, but BEFORE you send anything. Capture -> qualify & segment -> send.

And only if you’re getting so many signups that you literally can’t handle them, or you purely want people who went through 9 rings of forms to finally receive an answer from you - then you can ask for everything, including names, sure.

P.S. What’s your name though? Just kidding lol, better tell me what actually bothers you in your business: leon@internetisdead.net