Before you know it, the form takes five minutes to complete. My team member, Chelsea Tryon, recently ran into this problem. One of his clients was seeing a significant drop in leads generated by PPC. Upon inspection, she discovered that the customer landing page form had grown significantly. She recommended that the client remove all unnecessary fields. They did this without a problem, as they found that most of the data was not being used. And once they tightened up the form, the number of potential customers shot up again, surpassing what they had been before. 2. Where did you put this phone number?
Sometimes a campaign course correction is as simple as fixing your phone number. I know that sounds too simplistic. But you'll be amazed at how the small, yet critical components get overlooked when everyone thinks of the big picture. This happened recently with jewelry retouching service one of our B2B clients. I was trying to persuade the client to add website call tracking to their site. In preparation, I did some research and discovered that the customer's phone number was no longer displayed prominently in the upper right corner of every webpage. Instead, the number had
been moved (and the size and color changed), making it much harder to find. Which brings us to the controversial issue of phones versus forms in B2B. Some observers argue that phone numbers aren't that important to B2B companies. Given the more complex and time-consuming nature of the B2B sales process, potential customers prefer to initiate contact via a form rather than “picking up the phone”. No one, they argue, is going to order a million dollar computer system over the phone. There is some truth in this argument.