Lead form vs. link ads: +1600% in leads for this client
The social media landscape is constantly changing. This also affects the efficiency of online lead campaigns and the resulting leads. At Expliciet, we therefore focus heavily on A/B testing to optimize these campaigns on a daily basis. In this article, we present two social lead campaigns with striking results. The contenders: the “classic” form on the client’s landing page versus the social lead form. With a focus on warming up potential customers in the early funnel. Performance marketer and social lead Michelle tells you all about it.
The test: Facebook lead forms vs. link ads
For a fashion chain with 6 locations (B2C) and an international vehicle rental company (B2B), we set up two similar lead campaigns for 90 and 22 days respectively. On one hand via Facebook lead forms, and on the other via link ads from Facebook leading to the lead form on a landing page on the client’s website.
Both campaigns were primarily aimed at converting potential customers in the early funnel. For the retailer, we tried to convince the target audience en masse to download their inspiration guide. The rental company presented a product catalog.
Multitude of leads, razor-sharp CPL
The A/B test results for the two clients quickly showed a clear trend. Despite a similar budget and ad duration, the lead forms on Facebook generated a multitude of unique leads. This was true for both the retailer (+558%) and the vehicle rental company (+1659%). Consequently, the cost per lead also dropped significantly.
It doesn’t have to be a disadvantage that the potential customer in question doesn’t land on the advertiser’s website immediately. On the contrary, the figures show that they are more likely to leave their details and are therefore willing to get to know the brand or product better. Especially in these early funnel cases.
Bonus tip for further down the funnel
In addition, the lead form also offers extra guarantees for strong lead data further down the funnel. The Cookieless Future means that we cannot match all data 1-on-1. Combined with current privacy developments—such as the iOS 14 update—this impact is already clear.
Lead forms on social media overcome this problem. Because you collect all data on the platform itself—for example, Facebook—every submission can be linked with certainty to a specific Facebook profile. And those addresses can, in turn, be easily collected into a remarketing audience.
In other words: the potential customer in question is 100% certain to see your ads, so you can gradually warm them up for your product or service. Moreover, all of this is still completely GDPR-proof.
Is there a but?
Aside from the many positive figures, there are also a few caveats that you as a marketer should keep in mind. For instance, as stated above, the number of visits to your website may decrease and quantity can sometimes come at the expense of quality. But in our view, that does not outweigh the enormously valuable data you bring in along with the leads.
Conclusion?
The A/B tests above have already yielded some interesting findings. As far as we are concerned, lead forms are the ideal way to collect early funnel leads and then nurture them into more mature leads. Naturally, always in combination with strong and relevant content.
Do you want to get started with lead forms to fill your early sales funnel quantitatively and qualitatively? Then it seems that low-threshold conversion points—such as a white paper, e-book, inspiration guide, or catalog—combined with a large target audience perform best.
Furthermore, the number of options for lead forms on Facebook and Instagram recently expanded significantly. It is now possible to highlight your company and products even better, to show reviews or offer discounts, and thus increase your chances of getting more and better leads.
Share your findings with us!
What are your experiences with lead forms? We would love to learn more about your insights. Feel like brainstorming with us? Be sure to contact us and we’ll sit down together.
