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Study: Web form questions must be easy, quick

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Atlanta—A new study of online lead management practices notes that Web visitors are willing to answer a lot of questions provided they can do so quickly and then hear back in short order from companies.

The study, “Benchmark Study of Lead Management Practice,” by Silverpop, a provider of permission-based e-mail marketing solutions, found that Web visitors can tolerate a large number of questions without abandoning such requests for information as long as they can be answered in two minutes or less.

The study also showed that prepopulated data collected from current sales leads help complete forms up to 25% faster than new-lead forms, suggesting that new leads should have to face very few questions to avoid high bounce rates and lost leads.

The study involved an analysis of six months of data from 250 companies’ lead management campaigns. Industries represented in the study included technology, publishing, financial and professional services.

—Christopher Hosford

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