Landing pages and registration forms are directly related to lead generation.
When we address this aspect, inbound marketing receives special attention, emerging as one of the most effective strategies in digital marketing.
Focused on generating as many leads as possible in the shortest time, inbound managers can make planning mistakes.
This compromises the quality of the records and also causes the unnecessary increase in costs involved in the process.
Invalid leads in landing pages and registration forms occur frequently. To avoid them, you need to be aware and put our tips into practice. Let’s go!
In this article, you will see:
- Most common errors in a landing page.
- Strategies to avoid wasting leads and increasing CPL.
table of contents
Most common mistakes in landing pages and registration forms
When we analyze registration forms (landing page mistakes and lead gen issues, newsletter registration, shopping cart, etc.) it is common to be more concerned with the layout.
The last thing we think about is what can cause the invalidation of emails, because I believe that the incidence of invalid records is not big enough to demand a greater concern.
But the real picture is quite different. In fact, invalid emails add up to 20% of all records made in forms in Brazil.
This increases the cost per leads and directly impairs your conversion results (and ROI), as it can reduce the delivery of your emails to only 44% (on average).
Changing characters in typing blocks lead generation
In a market where professionals increasingly need to perform different tasks simultaneously, it is possible to observe that the most common mistakes in a landing page mistakes and lead gen issues and registration forms are related to the rush or inattention with which we type.
Of course, visitors intend to perform their registrations correctly, but it is not difficult to see cases where a bump in some character on the keyboard occurs.
This misunderstanding adds up to an incredible 52.6% of the total incorrect records in Brazil. It is the type of error that does not invalidate the email criticism, but invalidates the registration for sending.
Another 16% of the total number of incorrect records originates from typing errors only in known domains! After all, who has never typed ‘Gamil’ instead of ‘Gmail’ or ‘Hotmial’ instead of ‘Hotmail’, right? It’s the rush of the present day.
Add to that the increase in mobile devices (smartphones and tablets). The number of characters typed by mistake because of the touch of the fingers is quite expressive. And the result directly affects the number of leads that are not captured.
Use of invalid characters
Another common error is also related to typing in landing page mistakes and lead gen issues: the use of characters that invalidate the syntax of the email address.
We can observe two types of errors in this case:
- inattention.
- ignorance.
In the case of inattention, the visitor mistakenly types characters such as a semicolon or a comma in place at the point, or use characters such as bars or any others that are close to alphanumeric characters.
Another common inattention error is typing the arroba (@). As it depends on the keyboard ‘shift’ key, this symbol often ends up being replaced by the number 2 (its correspondent on the keyboard).
o ignorance occurs when the visitor does not understand how the mechanism of a registration form works and tries, for example, to type more than one email address in the same field, Separating the data by bar or comma.
Use of extension .com.br in place of .com
in the search we did, it was observed that 12.6% of the invalid records identified in a landing page mistakes and lead gen issues occur by a historical mistake in forms: Insert the ‘.br’ at the end of an address that does not have this extension (as in the case of the domain ‘Gmail.com’).
Some people instinctively insert this extension into the addresses (mainly in corporate ones). Stay tuned!
Blank email field on landing page mistakes and lead gen issues
In Brazil, the index of registrations with the blank email field is very high.
This is a primary planning failure that goes unnoticed in the creation of landing page mistakes and lead gen issues.
When the error is identified, the inbound marketing strategy ceases to generate new leads.
Disposable Email (Disposable)
There is a category of emails used by malicious (or fearful) people: the so-called Emails disposables (also known as ‘disposable’ or ‘disposable’).
These email addresses are only valid for a specific period of time (minutes or hours) and then become invalid (or worse: they are shared with other users).
The problem in this case is not the error in the registration, but the fact that this address will become a bounce that may harm your results in the future.
What to do to avoid wasting leads
Some measures can (and should) be taken to minimize the possibility of invalid records in your landing page mistakes and lead gen issues Registration Form:
Critical
Form criticism is the first step to avoid the most common errors. It works as a syntax analysis of the addresses in the field where the email will be entered.
Criticism is able to identify the absence of characters such as the arroba (@) and the use of invalid characters, such as the semicolon or the bar.
It is true that criticism eliminates much of the mistakes made in forms. However, it is unable to understand typing errors that do not invalidate the email syntax.
If the e-mail has an arroba and no invalid characters, the address passes through the sieve of the criticism, but it is not safe from being an invalid address.
Repeat Email
Many forms ask the visitor to enter the email address twice, in separate fields, to ensure that the same address has been entered. This, theoretically, would eliminate the problem of invalid email.
Throw the first stone Who has never used the keyboard Ctrl+C/Ctrl+V feature to ‘jump’ this step faster, right?
Outside that the demand for this field can be a little irritating for the visitor who is using a smartphone – and annoying the visitor is the last thing we want precisely at the moment of the generation of the leads!
Double Opt-In
The confirmation of registration via email (or double opt-in) presents itself as the definitive solution to the problem of the validity of emails in forms.
Once the recipient needs to receive an email and click on the registration confirmation link, the problem of invalid leads would be 100% solved, right? Not quite!
Although it is an excellent solution, the Double Opt-In prevents the generation of invalid leads but also prevents the generation of potentially valid leads!
Since the recipient needs to interact with the email that their form sent, some obstacles become part of their lead generation flow:
- Delay in return: The visitor may not access his email account immediately and his confirmation email may be forgotten.
- Email Lock: Your message can be directed to the recipient’s electronic waste (spam box).
- Impossibility of correction: If the email entered is invalid, no email will reach the recipient who has probably already left your form. How, then, to request that the email be corrected?
Real-time email validation
The most current solution to avoid common errors in your landing page mistakes and lead gen issues and registration forms seeks to unite the best in existing resources. This is the Email Validation in real time.
In practice, when a visitor enters an email in a registration form protected by a real-time validation system, the field is first analyzed in its syntax (meeting the technical criteria of the form review).
Afterwards, the investigation of the validity of the email also occurs (domain analysis and the existence of the email address). In these cases, even disposable emails are detected.
Did you know that validating emails and avoiding lead bounces reduces lead costs by up to 18%?
Don’t waste time! Stay tuned for your landing page mistakes and lead gen issues and registration forms to optimize lead generation and inbound marketing results.
