Eric Deeran argues marketers should add friction to lead forms with qualifying questions. Better lead quality directly improves show rates and close rates, he says, and filtering out low-quality prospects won't hurt revenue.
So many people are afraid to add friction to their lead form, and the whole purpose of adding friction is to get a better quality lead and show rate and close rate on the other end. I think so many people obsess over how do I get my show rate up, how do I get my close rate up, when what they really should be doing is looking at what's my actual lead quality? Is my lead quality any good? Is it bad? Because like your lead quality is gonna affect your show rate and your close rate beyond if your offer sucks, then that's, you know, your show rate, your close rate's gonna be bad either way. But I would, if your offer is good, then I would look at what is your lead quality. So number one, do people actually want my offer? If yes, then look at how many questions am I adding? Don't be afraid to add some friction to the form because it's going to get you a better quality person and you're going to get a higher show rate and close rate out of that and it's going to be a net positive. It won't be a net, it definitely won't be a net negative. If anything, it'll be a net neutral and then you'll talk to less leads and you'll get the same amount of revenue out on the other side. But look at, am I actually optimizing my form for a qualified lead, or am I just trying to get everybody under the sun?
