FlippingBook’s Lead Form Research Report 2023

TABLE OF CONTENTS

INTRODUCTION: LEAD THE WAY SUBJECT OF RESEARCH RESEARCH METHODS TERMS WE USED KEY FINDINGS Industries Types of documents Skippability Placement in a document Popular fields Purpose Email stats CONCLUSION

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INTRODUCTION: LEAD THE WAY 04

breaking a sweat. One of the most widespread is, undoubtedly, a lead form . A lead form (or a lead capture form) is a set of fields where a lead or customer can submit their contact (a piece of content sent via email, a subscription, a callback, etc.). Even though the most common use for lead form is guiding a prospect into a customer funnel, there are other functions it can fulfill as well. The placement of a lead form also varies. They can be embedded into websites, masked as pop-up chatbots, even shown as ads.

connected people all around the globe, the primary way to acquire new clients for your business used to be through word of mouth. The closest thing to a marketing funnel was door-to-door advertising, where a nice man in a crumpled suit introduced bored housewives to a set of revolutionary kitchen knives. Thankfully, we live in a different era now. Nowadays there are multiple marketing tools to help you get the word out and reach a wider audience without ack in the olden days, when the grass was greener, the sky brighter, and no big wide web

We’ve been offering a lead capture form as a built-in feature for years now. It’s been popular, too: some of our clients have been creating flipbooks with lead forms in the hundreds. Still, we wanted to know better how lead capture forms tick. And from what we’ve seen, their usage isn’t limited to lead generation at all. So what goals do people pursue when inserting a lead form and how successfully are those goals met? What industry is more likely to use lead capture forms and in what kind of documents? How valid is the information our clients receive through the forms? These are the questions we’ve set to answer in our Lead Form Research Report. We hope it will be helpful for everyone who uses lead forms or thinks about starting. SUBJECT OF RESEARCH 07

We at FlippingBook cook lead forms a little bit differently, though. They become part of interactive online documents created by our clients.

FlippingBook’s users can customize the fields, choose the page spread where to place the form, and make it either skippable or compulsory. They can also either watch the collected data in their account or transport it to their CRM of choice via Zapier integration. To meet our customers’ needs better and to further our understanding of lead forms, we’ve decided to conduct our research.

RESEARCH METHODS

TERMS WE USED

To provide a complete and detailed look into lead capture forms, we have:

Super users

The users who have created 20+ flipbooks with lead capture forms. We selected them as our target group for their deep understanding of the lead form value, and to narrow down our search.

studied how our customers utilize the tool to find patterns; surveyed the customers who use lead forms regularly (super users); reviewed the emails inserted into lead forms made with FlippingBook*.

Users, lead form creators

FlippingBook customers who add lead forms to their flipbooks. Mostly refers to super users.

Readers

*We anonymized the email addresses and followed our strict privacy policy carefully to protect any and all sensitive information while reviewing the emails. All the data is secure and confidential.

People reading the flipbooks, lead form submitters.

10 KEY FINDINGS

Here are the key findings we’ve been able to discover and confirm during our Lead Form Research.

Among super users that have created 20+ online documents with lead forms:

Industries that use lead forms the most

of companies belong to Manufacturing ,

of companies belong to Real Estate ,

of companies belong to Education ,

of companies belong to Publishing ,

of companies belong to Consulting .

We analyzed the data and gained insights into the most popular documents featuring lead forms within each industry.

Types of documents more likely to feature a lead form Here are the most popular document types among those featuring lead forms:

We can easily see the correspondence of some of the industries with the popular document formats. For example, every industry uses brochures, but we felt the need to create a separate category for Listing presentations since this is the document type with a lead form Real Estate companies predominantly generate. In Education , the most commonly created documents with lead forms are Guides and Handbooks, Textbooks and Workbooks, and also various forms of Reports and Assessments.

The Manufacturing companies we surveyed produce different goods, from healthcare and agriculture equipment to clothes and food. Yet, they are united by their documents of choice, which are, overwhelmingly, Brochures and Catalogs, but also Sales Books and Reports. To no surprise, most companies from the Publishing industry that create flipbooks with lead forms use the format to publish their Magazines and Newspapers online. Ebooks are also in favor. And, just as naturally, documents of preference in Consulting are Reports of all kinds, as well as Handbooks, Guides, and Magazines. FlippingBook allows its users to make lead capture forms either skippable or mandatory. Among super users, 50% allow readers to skip lead forms in their Skippability

flipbooks and 39.3% create flipbooks with obligatory lead forms only. 10.7% use both types for different documents.

Placement in a document

Our research shows that the most common lead form placement within a document is its cover—at least 79.5% of FlippingBook’s super users place lead forms right on the covers of their online documents. Other placement options are less popular, including those on pages 2–4 (offering a preview and safeguarding the rest), the final page, or any other spots within the document. Also, at least 9.8% of super users change lead form placement from flipbook to flipbook, depending on the content or the purpose of the document.

Fields are what lead forms consist of—that’s where readers are expected to leave their contact details and other requested info. Marketing specialists recommend using as few as 3–4 fields in a lead form and no more than 12. In FlippingBook, users can add up to 7 fields, choosing standard pre-set fields such as Email , Name , Phone number , Company name , and Country/Region , or creating custom ones. They can also make fields mandatory or voluntary and add a link to their Privacy Policy. Popular fields

Here's how super users set up lead form fields:

all

use the Email field,

use the Email field as the only field in their lead forms,

add the Name field,

request the Company Name of their audience,

want to learn their Phone numbers ,

ask to specify the Country/Region where the respondent resides.

Out of the custom fields, the most common are Job/Position (5.4%) , School/Institution (5.4%) , and Sales rep/Agent/Business advisor (4.5%).

Purpose

To understand the purpose lead forms serve, we’ve analyzed the data on Captions our users add to their lead forms. That’s where a lead form creator can explain to a reader what they need to do or have to gain from filling out the form. We can roughly divide the results into three major groups. The first group includes captions that offer immediate access to information . Almost 69% of users ask for an email address in exchange for viewing or downloading the document shielded by the form. The second group is captions that offer further indirect contact . By leaving their email in the form, a viewer agrees to get something of value via email or to subscribe to upcoming issues of the flipbook.

This way, they start on a classic customer journey. Almost 27% of super users create lead forms for this very purpose. Finally, the third major group is captions that initiate further direct contact —a user asks their viewers to leave their contact information and promises to get in touch. More than 5% of FlippingBook’s super users add this kind of captions to their lead forms. Not as widespread a purpose but still deserving of a mention is requesting feedback via a lead form. In the captions we’ve reviewed, some super users prompt readers to ask a question or suggest topics for future issues.

How many emails are usually captured by a lead form?

There are several key questions someone who thinks about creating a lead form might ask: how willing are people to fill it out? How valid are the emails you capture? Basically, they would like to know if a lead form is actually useful. In our research, we’ve set out to find the truth. Email Stats According to our data, roughly 60% of the emails captured via FlippingBook’s lead forms are corporate. Do people tend to leave their corporate or personal emails more? By our estimation, 90% of the emails captured via FlippingBook’s lead forms are valid. How valid are the emails you capture?

Of course, the number of supplied emails varies as it heavily depends on the industry, the size of a company, the document type, the purpose, etc. In FlippingBook, most lead forms capture around 9 emails per form . There are some flipbooks with lead forms, however, that can boast hundreds and even thousands of emails under their hood:

About 2,000 lead forms capture 50–500 emails

400 capture 500–5,000 emails

13 capture more than 5,000 emails

The record of emails captured by one company is 26,347 !

CONCLUSION

To summarize the key findings of this report, here are some tips on using lead capture forms as part of your marketing strategy: Some industries use lead forms extensively, albeit for different purposes. For example, educators use them to see who accesses their learning materials. Whereas for real estate companies, a lead form in a landing presentation is a great way to connect to an interested client. However, if your industry hasn’t caught up on the lead form trend yet, you can become a trendsetter yourself! Any digital document can benefit from having a lead form.

Depending on its placement , fields , caption , and skippability , a lead form can serve a different purpose each time, from shielding your document from unknown access to getting feedback from clients. Whatever purpose your lead forms will serve, if you promote your online documents well, you’ll get a good number of valid emails and quality leads with such a simple tool.

Good luck!

FlippingBook is the tool that makes your documents pop. It turns them into flipbooks, simplifies sharing, adds interactive features, and helps you engage your audience in a new and exciting way. ABOUT FLIPPINGBOOK

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