For content like a product brochure, don't force an email submission. Instead, allow an instant download while offering an option to also receive it via email. This respects user intent while still capturing high-intent leads who value the convenience of an inboxed copy.
Related Insights
To make content discoverable by AI, static 'resource pages' with downloadable assets are becoming obsolete. Gated content will still be used for lead generation, but it will be offered transactionally within specific campaigns (e.g., via email or paid social) rather than living permanently on a website.
Instead of directing users to a landing page, ask them to reply to your email with a specific word (e.g., "guide") to receive content. This tactic significantly increases conversions by reducing friction and simplifying the user's action.
Instead of presenting all form fields at once, use a two-step process. The first step asks only for an email address, a low-friction action. This allows you to capture a lead for remarketing even if the user abandons the second step.
Instead of directing users to a landing page with a form, ask them to simply reply to the email with a keyword to receive a guide or discount. This reduces friction and can exponentially increase the number of people who take the desired action compared to traditional methods.
Standard calls-to-action like "Request a Demo" provide no immediate value to the user. Reframe the form's purpose as an attractive offer, such as "Save 20% Today," to shift the focus from what the company wants to what the user gets.
Marketers often over-optimize form fields while ignoring the core value exchange. A weak call to action like "Request a Demo" offers no immediate value. A strong, front-and-center offer (e.g., "Save 20% Today") is the primary motivator for a user to provide their information.
Start with a single field asking only for an email address. This low-friction entry point secures a lead for retargeting even if the user abandons the form. Subsequent, more detailed fields are presented only after the initial, low-commitment step is complete.
A successful lead magnet requires a dual approach. Use an emotional hook in your marketing to capture attention and secure the opt-in. Then, deliver a quick, tangible result within the freebie itself. This strategy gets the click while simultaneously building the trust needed for retention.
Newsletters can be powerful list-builders, but only if promoted like a product. Instead of a simple 'join my newsletter' prompt, create a dedicated page that details the value, explains what subscribers will get, and even offers a preview of a past issue.
Asking for a prospect's time or interest is less effective than giving them something valuable. Emails that include a tangible offer (e.g., a benchmark, an audit, a unique insight) see a 28% higher reply rate. You get their time by not asking for it directly.
