Creating a successful lead generation form isn’t easy. Rebecca Kowalewicz, Vice President of Clearbridge Branding Agency, suggests sticking to three components – compelling visuals and copy, keeping lead forms short, and having a clear CTA.
And that’s what most companies are doing. But if you want to stand out from the competition and get more valuable information from your leads, you need to take your lead generation a step further: lead form gamification.
Engaging lead forms not only make people more willing to leave their personal information, but they also give potential customers a positive connection with your brand, making them more likely to spend money on your products or services.
Keep reading to learn how to take your lead forms to new heights with Adact – the number one platform for gamification of lead generation.
What are lead generation forms?
So, before we get into the benefits of gamification of lead forms, what is a lead generation form?
A lead generation form is an online form businesses can use to gather information from potential clients, which can then be used to enhance targeted marketing and sales efforts.
You’ll typically find these contact forms on a website or landing page. They have fields where visitors can enter their contact details, such as name, email address, and phone number, and other relevant information.
The most common lead generation form examples are simple contact forms, registration forms, and newsletter signup forms. If you know where to look, you can also find more complex and interactive lead generation forms in games or chatbots.
Based on the data obtained from lead forms, businesses can initiate communication, nurture relationships and ultimately convert website visitors into paying customers. All of these actions are typically done through email campaigns. A lead generation form is incredibly effective for gathering information on site visitors, which can be used for targeted marketing and successful sales efforts.
See also: Email lead generation
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How can interactive gamification help generate leads?
In the words of Gabe Zichermann, co-author of “Gamification by Design”,
“Gamification is the process of engaging people and changing behavior with game design, loyalty and behavioral economics. It’s taking what’s fun about games and applying it to situations that maybe aren’t so fun. It’s about applying that feeling of flow to everything from employee motivation to research studies to marketing campaigns”.
User engagement
A gamified lead generation form incorporates interactive and entertaining game elements, making it more enjoyable for visitors to fill out the form – but that’s not all.
A study published in the Journal of Business Research shows that game-based marketing is highly effective for boosting user engagement. This is because interaction with game elements satisfies basic human psychological needs.
💡 And we have evidence to back up these claims. Our client Orkla launched a Match 3 campaign and achieved a 16-minute average engagement!
Conversion rates
By using points, leaderboards, or wheel of fortune prizes, lead forms become much more enjoyable and rewarding. And website visitors are more likely to willingly provide their information when they get something in return – even if it’s just a bit of fun.
💡 The CreditStar holiday campaign for Halloween is an excellent illustration of this. The premise was simple – a pumpkin-smashing game with a gamification landing page including a CTA button and information on their current offer. With this simple campaign, they saw a 5x increase in their conversion rate, from about 4% to 20%.
Data collection
A good lead generation form template can collect vital information on your potential leads’ preferences, interests, or demographic information, making it easy to create successful targeted marketing strategies and facilitate personalized communication.
When you use a long lead registration form that isn’t gamified, your audience may get bored and quit halfway through. This makes personality quizzes, swipe polls, or game forms with conditional logic great ideas for data collection.
Viral marketing
Gamification is great for generating leads because it allows you to introduce a competitive element into your lead forms or offer incentives for sharing them. This makes users more likely to send your lead form or share the results of their game on social media.
Organic sharing can help you generate broader visibility, attract more participants, and reach new leads who wouldn’t normally visit your site. This amplifies the reach and impact of your campaign, while also providing free social proof of your brand.
Competitive advantage
By offering a unique and engaging experience, you’re not only getting high-quality leads but also putting yourself ahead of the competition. Lead generation games set you apart from competitors who are still using traditional data collection methods.
An innovative approach like gamification lead generation showcases your brand as forward-thinking and customer-centric. This leaves a lasting impression on users, increasing brand recognition.
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Best lead generation form examples and strategies
Here are just a few examples of how businesses have used Adact to get more leads from their website traffic:
- A1 Slovenia and their app Moj A1 – With the help of Adact, A1 Slovenia created three trivia games, awarding 11 winners each week. The prizes included an HBO MAX subscription, blankets, and an LG soundbar. This initiative allowed them to increase their monthly active users by 10% and gather 20k unique leads.
- Euronics – They used a Candy Crush-like game, which used four different colors of JBL Live Pro 2 headphones instead of candies. This simple Match 3 campaign led to over 6,000 unique page visitors, 54,000 games started with an average engagement time of 16 minutes, and over 3,300 new leads!
With Adact, you can also create a branded leads game to improve your marketing. Start with a lead generation form template and use our drag-and-drop editor to easily add images that match your product and brand. No coding experience required!
- Swedbank – Swedbank created a digital advent calendar with a different game for each day of their 24-day campaign. By using Adact for their lead generation form design, it took them just three days to create this campaign. It got them 100x more engagements, over 140k gameplays, and a whopping 24k new potential customers. Now that’s a lead magnet!
- Tele2 Estonia – Tele2 Estonia launched a simple wheel of fortune game with prizes and coupons for each spin. Creating a branded wheel of fortune game like this is incredibly easy with Adact. Tele2 collected over 10k game leads and 18.6k gameplays in just two weeks.
- Tallink Grupp – In another successful example of using a spin-and-win game for game forms, the Tallink sales team saw over 3,000 unique leads and an impressive 98.81% click-through rate.
Choosing your lead generation strategy
When creating a lead generation strategy choose a game that your target audience will find interesting, so that they’re motivated to complete your lead form.
Look for opportunities to align your strategy with current events. For example, you could use a Christmas-themed advent calendar game.
Decide which game mechanics you want to include in your lead form game. You can include leaderboards or achievements to keep users engaged, or rewards to motivate users to complete your survey.
Finally, you may want incentive participants to share your lead form on social media. This can broaden your reach and increase the number of leads you get.
Choosing your form design and template
Use a gamification platform to design your gamified lead form. Software like Adact allows you to custom design your lead form, add your own fields, and include brand elements like your logo and brand color. Include a headline and CTA to engage visitors and encourage them to complete the form.
Choosing the right fields to include in your form
The main purpose of a lead form is to collect visitor data that you can use for future sales and marketing campaigns. Therefore always collect essential contact information such as the participant’s name, email address, and phone number.
You can also ask more detailed questions, such as shopping preferences, to better understand your audience.
Only ask for necessary information. Including unnecessary fields can make your participants bored and can complicate your data analysis.
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How to create a gamified lead generation form
Choose your game type
First, choose a game you think will engage participants. Adact offers over 60 unique game campaigns to choose from. Try out several game types and see which ones are the best fit for your strategy and target audience.
If you’re not sure which game to choose, Adact can help you find the best lead form solution
Create and customize your game
Once you’ve made your choice, it’s time to customize your game. Add your own headline, CTA, and custom fields to optimize your lead form.
With Adact you can also add branding elements to your lead generation games, including fonts, logos, colors, and videos. This is a crucial step since it helps you make your brand stand out from other companies. Customizing your game with Adact is easy and requires zero coding experience.
Publish and share your lead form
All ready? Publish your lead form game and see for yourself how fun, engaging games can enhance your lead generation campaign.
Make sure to encourage participants to share the lead form with others. You can do this with achievements and badges that participants can share with others, or by providing rewards to participants who share your lead form on social media.
Step-by-step
Start by considering your target audience and effective marketing tactics specific to your brand. Pick any campaign type you wish from Adact that would fit the needs and interests of your potential lead. This can be anything from a trivia quiz to a drop game.
You can add registration form fields before or after the game. To do this, follow these simple steps:
1. Go into the Campaign tab.
2. Add another screen after the game by clicking on the Wrench icon and choosing the option “Result”.
3. Decide where you want to place your Result page.
4. Set up your Result page. Here you can add images, text and the “Registration Form” element.
5. Change the design and select the form fields you want. The basic setup includes the visitor’s email address, but you can also opt for longer forms with more elements for the potential leads to fill in.
Adding branded images and copy is extremely important in this step (especially if you plan to embed the game on a third-party service) so your potential customer knows who they are interacting with.
6. Add a clear call to action so each website visitor knows what you want them to do.
You’re all set! This is what the finished lead generation form can look like inside your gamified campaign:
Adding long forms may be tempting since such multi-step forms allow you to get more information from potential leads.
However, if you want to get more leads and increase conversions, try to avoid them. Short, quick-to-fill-in fields will boost your form conversion rates.
Gamification ideas FAQ
How do lead forms work?
A leads form typically involves a simple online submission process, where potential customers provide their contact information and other details.
Lead forms are embedded on a website and designed to capture visitor information. Businesses can then use this valuable data to engage with potential customers, for example, in email marketing campaigns.
The data that visitors submit is collected and stored in a database or CRM system, making it easy for businesses to follow up with qualified leads.
What kind of fields should I ask people to fill?
Make sure you ask participants to fill in their personal contact information, since the purpose of a lead form is to be able to contact potential customers in future marketing campaigns.
When deciding which fields to include on your lead form, think of what information will help you convert leads into paying customers. This could be product preferences, buying habits, location, etc. Don’t include more fields than necessary, as this will decrease the likelihood of converting leads.
How can companies benefit from lead form gamification?
Information collected through lead forms is very valuable because it can help companies reach their customers through targeted marketing campaigns. Therefore the goal of using lead forms is to collect as much customer data as possible.
Game mechanics such as leaderboards, badges, rewards, prizes, and progress bars motivate participants to complete your lead form. This increases the number of completed lead forms, which increases the amount of data companies can collect and ultimately the number of leads that can be converted into paying customers.
Generate more leads with Adact
A gamification lead generation form incorporates elements of entertainment and engagement to enhance data collection. As you can see from our lead generation form examples, companies that successfully implement game forms see increased user participation, conversions, viral marketing potential, and a competitive edge in the market.
Want to create your own gamified lead generation forms and transform website visitors into paying customers?
With Adact, you can set up your game form in as little as two hours. Adact offers plenty of games to choose from and allows you to customize your gamified lead forms with your own branding. Coming up with effective forms of lead generation may seem daunting, but with Adact there’s no need to feel overwhelmed.
Sign up here for a free consultation and learn how Adact can help you collect high-quality customer data through exciting lead generation games!
