To grow your fitness business effectively and attract members, you need to generate new leads. Lead capture is a crucial part of the overall lead generation process. Using lead capture forms on your landing pages, you can generate leads from your website traffic. A lead capture tool is a valuable part of your lead capture strategy toolkit.
It’s no secret that growing your email list and generating leads can be a time-consuming process. By utilizing capture forms and marketing automation, you can drive traffic to your website, gather valuable information, unlock opt-in marketing, and open email communication.
In this article, we try to understand the best practices for using lead capture forms and how to convert those leads into sales for your fitness business.
Skip ahead to:
- What is a lead capture form?
- Marketing challenges: lead generation and conversion rates
- Best practices for your lead capture form
- How to convert leads into sales
What is a lead capture form?
Essentially, a lead capture form is a tool you can use to collect customer data. The primary purpose of lead capture forms is to gather contact information so you can generate new customers and leads. There are several methods of lead capture with forms being one of the most common techniques for marketers to collect customer data. In general, you use a lead capture form to gather information in return for something valuable.
You can embed lead capture forms pretty much anywhere on your website including:
- Landing page
- Product/service page
- Home page
- Within or at the end of a blog post
- During check out or sign up process
- Contact form
The lead capture format can differ slightly, depending on your goals and target audience. Usually, lead capture form fields could include:
- Email address
- Phone number
- Fitness goals
- Favorite workout
After completing a lead capture form, the information is pushed to your CRM or email database. At this point, your sales and marketing team can use the information and follow up with leads. A signup form can also be used to increase newsletter subscribers as well as lead generation.
The reason that lead capture forms are beneficial is that they can simplify the opt-in process by making it completely effortless to sign up for a service. By gathering as much valuable data as possible, you can gain a bigger understanding of your customer base and determine where your potential members are coming from. It’s no secret that it can be difficult to hold a reader’s attention. By making a process very simple and minimizing distractions, you can maximize the reader’s attention. Using a lead capture page with a specific amount of information and a quick form, you try to keep readers focused on the task at hand.
Marketing challenges: lead generation and conversion rates
For 61% of marketers, lead generation is their number one marketing challenge. Forms are a simple, but useful way to generate leads. Interestingly, 50% of marketers say that inbound marketing strategies, like on-site forms, are the main source of leads. With 74% of marketers using on-site forms for lead generation, lead capture forms are useful in building your customer base and email list.
Creating an effective lead capture strategy is a challenge many businesses face. There’s no single magic wand to generate and capture more leads for your gym or fitness studio. The way you capture and generate leads through to your lead nurture process all play a big role in the success of your sales and marketing efforts.
Best practices for your lead capture form
A great lead capture form is a balance of good questions, design, length, and placement. It’s important to think about the aim of your lead capture forms and the quality of lead you’re looking to attract. To help you craft quality on-site web page forms, here are nine best practices for your lead capture form.
1. Offer a lead magnet
One of the best ways to boost your lead generation from your lead capture forms is to make sure that your target audience is on your website, to begin with. Engaged users become better leads because they are already intrigued by your brand. Lead magnets are effective for both engaging users and capturing high-quality leads from your website traffic. If you can take steps to engage users on your website, it increases the chance of turning them into a better lead. Ideas for lead magnets include a free workout program, nutrition tips for building muscle, or shopping lists for healthy recipes.
2. Arrange fields to convert
Your form format is crucial. There are a few ways you can optimize lead capture forms to convert. You have the option to create pop-ups, multi-step forms, standard forms, or even use quizzes to gamify a form. You can use lead capture form templates and then optimize the form for your specific target audience. Finally, you can also utilize drag and drop form builders to easily create forms for your website. Think about the information that is the most valuable for you to collect. Some information you definitely need like name and email address, but other elements are considered a nice addition. Creating the perfect lead capture form starts by looking at who you’re targeting, the structure of your form fields, and an incentive.
3. Think about form length
Long forms can be off-putting, so think carefully about the length and number of fields in your lead capture form. In general, form length should be kept to a minimum. Longer forms may turn your website visitors away rather than capture leads. Your form should be simple, quick, and easy to fill out. There should be no barrier that stands in the way of collecting customer data. One option is to use multi-step forms where you break down the form into multiple views so that it’s not as overwhelming to users.
4. Powerful CTA and title
Make sure that your call to action (CTA) is catchy and effective. If you’re using a lead magnet to gather leads, think about the CTA you’re using to convince users to promote action. The CTA should make it clear and practically effortless to complete the action. Whether you’re encouraging a free trial or newsletter sign-up, think about creating a powerful and catchy CTA and title.
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5. Don’t forget about privacy and anti-spam
Prospects don’t want to be spammed or have to worry about third-party data privacy. Instead, be honest with your intentions on how you plan to communicate and the information you collect from a lead capture form. If a prospect struggles to trust you or catches you in a lie, it will be difficult to regain that trust and actually convert leads into sales. Actively ask for consent and make it clear what the user is signing up for.
6. Perform A/B testing
As with social media marketing and paid ads, A/B testing can help you to determine the best way to optimize your lead generation forms. If you’re stuck between two CTA’s, form fields, or design, split testing is the most effective method to figure out what works best. From this, you can realize which option performs better and generates more leads. You can test the position of the fields, the length of your form, and the type of information you’re requesting. All of this is helpful in creating the most effective lead capture forms for your fitness business.
7. Use an autoresponder
What happens when a website visitor fills out your form? They have handed over valuable contact information, so what’s next? If the answer is nothing happens, then you may want to consider an autoresponder. After completing a form, there is a natural opportunity where a potential customer is waiting for a response.
Whether that’s a “thank you” or “welcome” email to your gym, marketing automation is useful in opening communication. In sales and marketing, timing is crucial. An autoresponder gives you the opportunity to then follow up and move the conversation forward.
8. Connect to your CRM
As a business owner, anything that makes your life easier is a bonus. Connecting your lead capture forms to your CRM system is a simple yet effective way to streamline your sales and marketing efforts. Every time a potential lead fills out the form, the information will automatically be sent to your CRM system. Your sales team can begin to qualify leads, follow up, and start to navigate leads through the sales funnel. Lead capture forms are a simple way to collect information and connecting your CRM system is crucial for automating the process.
9. Align your lead capture form and target audience
Web forms are an effective way to capture leads and utilize your website traffic to generate more leads. As with all marketing efforts, the more you know about your target audience the better. Align your lead capture forms and strategy with your target audience. Create lead magnets that drive value and engage potential members. Think about how you can create value for your website visitors based on all the information you have on them so far.
How to convert leads into sales
After capturing leads through on-site web forms, it’s time to figure out if that lead is worth pursuing before eventually nurturing the lead, and generating a sale. Your lead capture forms are just one source of lead generation, but all leads tend to follow a similar journey through the sales funnel regardless of the source of the lead. With leads from your website, it’s important to keep in mind that it’s difficult to say how engaged a lead is until a few steps into the sales journey.
With any lead, it’s essential that you move quickly. After completing your gym’s web form, users should receive an automated response. Next, you can follow up and begin to gauge interest and increase the exposure to your brand. By creating an effective lead management process, you can organize your sales team and respond to potential leads quickly.
Qualify and segregate leads
Once you have a lead, qualify them. Determine where they are in the sales journey. If a visitor has signed up to your newsletter and downloaded your free workout program, they are likely to be a more engaged lead. With a little bit of nurturing, you can navigate them through the sales funnel and show how your fitness studio could benefit them. By figuring out if a lead is ready to buy or not, you can showcase the right content and use a good balance of communication. Coming on too strong with a sale can be off-putting.
Understand your sales funnel
Lead capture helps to initiate potential prospects into your sales funnel. Your sales funnel helps to establish and build trust with leads so that by the time you ask for the sale, prospects are more likely to say yes. It increases the likelihood of acquiring members. It’s helpful to have a full understanding of your sales funnel as it helps to visualize the customer’s journey and how you can create awareness at different points of the sales journey. From here, you can begin to analyze and optimize parts of the sales funnel.
Establish communication with leads
When you capture and qualify leads, the next step is to establish communication. This could be done with an automated email marketing campaign, a phone call, or push notification. Gym sales and marketing software help to navigate lead communication and streamline the process as a whole.
After capturing leads, typically they will not be ready to purchase or sign up for a gym membership straight away. Nurturing leads is a key to increasing conversions and sales. By following up with leads in a timely manner, utilizing multiple touchpoints, and sending personalized and targeted content, you can begin to nurture leads to motivate them to take a specific action.
Ask for the sale
When you feel ready, it’s time to ask for the sale. Your sales journey is crucial for successfully closing a gym sale. By finding out as much information as possible, you can create an offer that is too good to turn down. The more you know about a prospect, the better. Josh Biro, the founder of The Yogapreneur Collective, talks about the simple secret to making your sales pitch successful on The Fitness Founders Podcast.
There are a number of ways you can use lead capture forms to generate leads. With several elements to think about in your lead generation form, it’s important to think about how your form aligns with your target audience and goals. By optimizing your forms, you can make the most out of your website visitors, create engaged leads, and generate more sales.