Learn how online surveys can help you with effective lead generation. Get inspired by practical examples and concrete survey questions.
Who is this article useful for?
Create a survey for free
Boost lead generation with online surveys
Get inspired to ask the right questions
Identify ideal touchpoints for lead generation
Discover features that save your time
Before we start explaining how to create a lead generation form, we have a short story for you to grasp how essential lead generation is. And two short definitions:
A lead means a person who is interested in the product or service you sell.
Lead generation is the process of capturing the interest and nurturing of your target group with the end goal of converting prospects into customers.
Sandra’s lead generation strategy
There was a company called Sandra that sold project management software with the same name. This software could be used by various companies, from small and medium businesses to big enterprises with subsidiaries all over the world. Some brand awareness already existed and Sandra’s website had approximately 500 visits per day. Sales people in this company had already a long list of potential prospects but some of the contacts were outdated and the source of many contacts was unknown.
The idea of trying to present and sell their product to all of these contacts scared the sales representatives really bad. They knew that it wouldn’t be worth it since they were not sure if these contacts were even interested in buying Sandra. Therefore, they decided to come up with a comprehensive lead generation strategy. They recreated the website and observed the behavior of visitors. They created a lot of content including e-books, use cases, case studies, checklists and ultimate guides on how to approach project management (so that visitors get relevant content at every stage of the conversion funnel).
At each touchpoint (e-book downloading, newsletter registration, or even browsing through the website and blog) they retrieved information about leads from a lead generation form. They tried to get not only the name and e-mail address in an exchange for the free materials, but they also asked about how big the company was, what content would be useful to read or if there was any interest in buying Sandra.
After some time of constant collection of this priceless data, Sandra’s salesmen were able to sort out only prospects with high interest in a purchase of the project management software. This saved a lot of their time while not bothering those who were just discovering Sandra in the early stages of the conversion funnel.
Digging deeper - Why should you use lead generation surveys?
Sandra’s people managed to segment their leads and identify the Most Qualified Leads (MQL). That is probably the most important “why” of using lead generation surveys.
It is also related to the very intention of the prospect who got in touch with your lead generation questionnaire. Is it a person who might buy your product or is it someone just enjoying your free content? You can ask in the form.
You can also find out if the person filling out the form is the one to make purchase decisions. If not, through the contact you got you can always ask for a contact to a person, who is in charge of purchasing products like yours and provide him with suitable content or an offer to book a demo.
Furthermore, you can find out other information like what the biggest pain points of the prospect are or how experienced the prospect is in the field your product is related to. All the details you get from the questionnaire will help you map prospects moving through your conversion funnel and learn how to meet the needs at their specific stage.
Lead generation survey questions
Always ask for the basics. Ask identification questions that will help you assign the respondent to a given segment.
Are you looking for a solution for your company or for personal purposes?
What is the name of your company (your name)?
What is your e-mail / telephone number?
How big is your company? (interval question on number of employees)
Then ask for the intention. It will enable you to specify the needs of each segment.
Are you interested in purchasing our product?
What would you like to know about our product?
What stage are you in? (single choice - SEE, THINK, DO, CARE)
You can also ask about what type of content suits the best to your readers.
What are the different sources that you use to learn more about your business?
What type of content which we create is the most useful for you?
What type of content would you appreciate to know our product better?
Happy are those who discover the pain points of potential prospects. It will help you fine-tune the product to meet the real needs of your target group.
What are your pain points in project management?
What are the biggest pain points in project management software you already use?
What are the features that you would look for in a project management software?
What are the goals that you are trying to accomplish in project management?
If appropriate, you can also find out about your prospect's proficiency in your area. Again, let's use project management as an example:
Have you ever used a project management software in your company?
How many people in your company are using project management software currently?
Which of our plans would you like to know more about?
When to show the website visitor the lead generation form?
The question is how likely is the visitor to fill out any form without a “reward”? Not very likely. You need to motivate the prospects to fill out any survey. Here is a list of lead generation nurturing that might motivate the leads to fill out the survey:
subscription to newsletters
worksheet or planner
When a visitor to your website decides to download some content or sign up for a newsletter, you can ask them to fill in your form, for example in a pop-up window. We’ll talk more about embedding the form into your website later.
Another touchpoint that is a great moment to ask questions is when the prospect is about to order a tailor-made plan (SaaS projects being a typical case). It is usually a plan created individually for enterprises that are not satisfied with the capabilities of smaller packages. The prospect is determined to make this purchase, therefore it is quite likely that they will be willing to fill out the lead generation form.
If you want your prospect to fill out the form at some point where you don’t have any “rewards” like free content or tailor-made plans, you have to motivate your prospects even more. You can offer a discount, quantity discount or free shipping.
How to embed your lead generation form into your website
There are three options for how to embed your survey into your website. Survio generates the HTML code for you, just ask your website designer to include the code into the current code of the website.
Pop-up window with the form that can be triggered above the content of selected web pages.
Via Iframe, which displays the form directly in your website, making it look like its integral part.
Pop-over widget is a nifty tab attached to the side of a web page. Give it a nice headline (eg. Tell us more about your company etc.) and invite visitors to share their insights. The survey can be filled out directly in an interactive bubble that unfolds after the tab is clicked.
There are also other options to share your questionnaire. Their objective is to catch your target group on channels they naturally use to get in touch with you:
Survey e-mail invitations will enable you to distribute surveys to the database of current customers. Create an e-mail campaign directly in Survio, add introductory text with description and purpose of your research. Then you can watch metrics like delivery rate, click rate, open rate and response rate to evaluate the success of the campaign.
A unique URL link that opens your survey can be easily copy-pasted in any text, any e-mail that you are about to send from your mailbox.
A QR code - don’t be afraid to use the array of black and white squares that carries a link to your survey. Questionnaires in Survio are mobile responsive, which allows respondents to comfortably fill them in using their smartphones.
All questions are fully editable, you can add or delete answers, set up a condition of obligatory question, add an image or video, choose the format of the answer (e-mail, number, date, text).
Especially lead generation forms have to be short and clear, your prospects have no time to waste. Pay attention to what question type you use, because mischosen question types will cause data bias and you will lose their testimonial value. We have prepared detailed articles to various question types for you to make sure you are using them in the right way.
You don’t have to be a professional methodologist in statistics to analyze results manually or in another specialized software. Survio will process the analysis for you automatically. Just watch your results in comprehensible charts and tables. You can change the chart type and color, you can filter your data by answers, by date, by completion time, by source and other parameters. All of that can be done directly in Survio. In one click you can generate a report of your results in the most common formats (PDF, DOCX, PPTX, XLSX, CSV or Google Sheets) for subsequent editing and use.
Create your own questionnaire and get to know the behavior of your leads.
Sandra’s people didn’t come up with the lead generation strategy just to have something interesting to do. They needed to allocate financial resources and human labor in a better way. Data is something that will shine light on areas where you are struggling to make new decisions and changes. Think about a new lead generation strategy for your company and create your own lead generation forms.