• PPC Hero, Tuesday, May 20, 2008 3 PM

Most lead generation campaigns have an information capture form at the end of the search pathway. And as Joe Kerschbaum points out, if a user's first click leads to a poorly functioning form, then the value of the PPC campaign it originated from is negated.

Assess your info capture form in terms of whether there's too much or too little copy, and whether the details you're asking for are actually relevant to your end goal. Forcing all users to provide a phone number may make sense for a high-end item that requires well-qualified leads. But asking potential email newsletter subscribers for their home and office address, phone number and a second email address is likely a strong deterrent.

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