Why it pays to skip the form (and embrace chat)

Posted by
Spread the love

Why it Pays to Ditch Forms | Marketing LandMost of us know that first impressions are important, and although we don’t like to think that we judge a book by its cover, we often do intuitively because it helps us makes decisions.

This surface-level approach to first impressions is particularly true when it comes to dating and marketing — two things that are actually more related than you think.

Whether you’re single or in a relationship, we’ve all seen that guy at the bar who skips the small talk and immediately asks for a girl’s number. Not only is this incredibly rude, but he’ll likely make the girl uncomfortable and unknowingly scare away any other potential mates.

Now think about the last time you encountered a form on a site. Oddly similar, right?

For most brands, requesting prospects to opt in before they receive anything is commonplace, but for no fault of their own — an email address is a tangible KPI. However, just because you’re suddenly sending your content to a much larger contact list doesn’t mean you’re getting the right message in front of the right person — or even at the right time.

Consumers expect more individualized and immediate attention — and businesses are now responding by ditching forms and embracing chatbot marketing and artificial intelligence (aka AI).

But what is it exactly, and why is it so much more valuable than a form? In this post, we’ll review some of the drawbacks of gated content and take a closer look at how chatbots are a more effective way to communicate and engage with your consumers.

Gated content provides little SEO value

Think about the last time you made an online purchase. Did you visit a site directly, or did you research a few options first? My guess is that you shopped around a bit before adding an item to your cart.

Nearly 40 percent of e-commerce traffic comes from this kind of behavior, SimilarWeb research finds, which means that if you want to maintain a decent share of the market, ranking for the right keywords is essential. Optimizing your on-page SEO is a great way to do this, and it’s a lot easier than you think — particularly once you remove forms.

A recent study by Backlinko took a closer look at 1 million Google search results and discovered that the average word count of a first-page result is 1,890 words. Considering that the last opt-in page I saw contained only two paragraphs, I’m going to guess that most of these pages weren’t littered with forms.

And if you think about it, this makes sense. Not only does gated content block visitors, but it also blocks search engines. Google can’t fill out a form, which means that it won’t be reading or indexing the content behind that form, either.

Prospects should determine what’s valuable through higher traffic, not email addresses

Confession: I once spent three months putting together an infographic that I thought was phenomenal — particularly because it was picked up by a few big publishers. However, I also kept some of the data hidden within a gated white paper, and to this day, I still haven’t seen a single lead come from it.

I’m sure this story is familiar to a lot of other marketers, and the hard truth is that just because something requires an email address to download doesn’t mean people will find it valuable.

An alternative metric to monitor instead? Page traffic. This will help you identify what your audience is already interested in instead of assuming it’s whatever requires an email address.

Ungated content fosters higher engagement and builds authority

Another bonus that comes along with higher traffic is more engagement, especially with content that isn’t trapped behind a gate. Without a form, you’ll find that more sites are willing to link back to your content, because it provides additional value to their readers without requiring any extra work on their end.

Circling back to the Backlinko study mentioned earlier, the results also indicated that diversity in your backlink portfolio has a substantial impact on rankings. Gated content can limit where you get links from much more than something that’s readily available to read in full.

Why it Pays to Ditch Forms | Marketing Land

Aside from boosting your search rankings, links from other sites also position you as a thought leader within your industry — ultimately increasing brand recognition. Coupled with the fact that consumers rank familiarity as the second-most important reason (behind affordability) that motivates them to purchase a new product, it’s safe to assume that the more link-friendly your content is, the more likely it is to be shared by other sites — and get your brand name in front of even more eyes.

Chatbots: A formless alternative

Now that you’re convinced you should pull any existing forms from your site, remember that you can’t simply sit around and let your content speak for itself — or can you?

Enter chatbots.

Many marketing teams are embracing this form of AI, not only because it can help them respond promptly to consumer requests, but also because these bots can be programmed to mimic a conversation with a customer in a tone that reflects the brand’s identity.

So, how much can chatbots improve conversion rates?

As a company that’s already found the value in removing forms, Drift (disclosure: client) analyzed the lead response times for more than 400 software companies to see how quickly prospects can expect answers. The results were shocking, to say the least:

  • Less than 10 percent of the 433 companies responded within five minutes.
  • A little more than a quarter of the companies responded within 24 hours.
  • More than half (55 percent) of the companies didn’t respond over the course of five business days.


But what’s even more interesting is that when their team pulled trends from the 10 fastest-responding sites, they discovered that the one thing these sites had in common was their use of live chat to respond to leads — and this prompt response is key in driving discussions with potential consumers.

In a study by Harvard Business Review, researchers audited 1.25 million sales leads and found that those companies who contacted potential customers within an hour of an initial query were nearly seven times as likely to qualify the lead compared to those that waited an hour or longer — and more than 60 times as likely compared to those that waited 24 hours or longer.

And when paired with the fact that a majority of people (67 percent) have interacted with a chatbot within the last year, according to LivePerson, you should really think about why you haven’t considered a software solution that provides an ever-present, friendly face to answer questions at any hour of the day.

Remember that we live in a world where instant gratification is the norm, but we don’t make rash decisions. “Google it” is commonplace for a reason, with consumers habitually performing online searches before committing to a product. However, once we know what we want, we don’t want to jump through any hurdles to get there.

Don’t be the guy at the bar who wants personal information immediately. Instead, drop the impersonal forms and make the switch to chatbots — a real-time solution that offers both a first impression and a personal connection to your brand everyone will be talking about.

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Andrea Lehr is a Brand Relationship Strategist at content marketing agency Fractl where she works alongside a team of creative strategists to produce unique, data-driven campaigns about industry trends. Connect with her on LinkedIn for daily updates on great content; follow her on Twitter for the GIFs.


  1. I’ve been having issues with my Windows hosting. It has set me back quite a bit while making the next list. This is the current list that I have. I should add another list in less than a week. I’ll let you all know when the next list is ready. Thank you for your patience.

  2. My coder is trying to convince me to move to .net from PHP. I have always disliked the idea because of the expenses. But he’s tryiong none the less. I’ve been using Movable-type on various websites for about a year and am concerned about switching to another platform. I have heard good things about blogengine.net. Is there a way I can transfer all my wordpress content into it? Any kind of help would be greatly appreciated!

  3. I truly love your blog.. Great colors & theme. Did you develop this amazing site yourself? Please reply back as I’m trying to create my own personal website and would love to know where you got this from or what the theme is called. Cheers!

  4. An interesting discussion is definitely worth comment. I do think that you need to write more about this subject matter, it might not be a taboo subject but generally folks don’t talk about such subjects. To the next! Many thanks!!

  5. Antalya havaalanı transfer, alanında hizmet veren Antalya Transfer CLK Firması transfer servis araçlarıyla konforlu ve güvenli yolculuğu hesaplı fiyat politikasıyla beraber müşterilerine en iyi şekilde sunmaktadır.

    Araç filomuza kattığımız hem VIP hemde STANDART servis araçlarımızla misafirlerimizi Antalya havalimanından alarak istedikleriyle lokasyona transferlerinde hizmetinizdeyiz. Antalya havalimanı transferinde saat ve zaman önemli olduğu için misafirlerimiz asla beklemezler ve randevularına geç kalmazlar.
    Antalya Transfer CLK Firması olarak mutlu tatiller dileriz

  6. Hello, i think that i saw you visited my web site so i came to “return the favor”.I’m attempting to find things to enhance my site!I suppose its ok to use some of your ideas!!

  7. 紅石榴保濕噴霧 重水保濕噴霧 清肌保濕噴霧 瑕疵遮瑕膏 修容霜 護眼修飾霜 眼部遮瑕修護筆 亮白蓋斑霜 香茅SPF30 香茅蚊怕水 古銅暗影粉2號 胭脂輪廓修飾 點綴立體修容 奇幻腮紅 亮麗持久胭脂膏 深層修護滋養潤唇霜 保濕護唇膏

  8. You’ve worked hard this week. Now it’s time to let your hair down and have a little fun. You can do just that at http://www.camgirl.pw There’s a whole lot of sexy cam girls there. You’ll be amazed by how many there are. Not only that, but these girls are super dirty. This is by far the hottest cam site on the internet. You’ll fully understand that the very second your eyeballs are laid upon these beauties.

  9. Are you searching for a little live cam fun? If so, then you definitely need to check out https://t.irtyc.com/3l5f0asadc?aff_id=29696&offer_id=3664&nopop=1 This is by far the hottest cam site ever. You’ll find plenty of horny girls who love to get down right dirty. This is the kind of dirty that will leave you smiling from ear to ear. Meet girls online who are even more horny than you are. That’s what this is all about. Check it out now and prepare to have an amazing time.

  10. ankara deha nakliyat firmansı. ankara evden eve nakliyat ev ofis taşımacılığı, şehiriçi şehirler arası nakliyat, eşya depolana hizmetlerini kusursuz olarak uzman kadromuzla 7/24 hizmetimizdeyiz ankara deha nakliyat firması…

  11. You’re looking to get laid. All you want to do is fuck right this very second. You can do just that at this dating site. You won’t be looking through hundreds of profiles of prudes. These are the kind of girls that you can get your dick wet into. Don’t jerk off to porn. Instead, visit https://t.hrtye.com/lw2c5cw328?aff_id=29696&offer_id=5604&nopop=1 and get laid. Fuck that pretty princess you’ve always been dreaming about. You’ll bust your nut in no time flat after joining this site.

  12. PHP SEO: Search Engine Optimization
    php seo uzmanı olarak şirketimiz php seo hizmeti vermektedir günümüz ortamında site sahiplerinin php bilgisi nekadar iyi olsada php seo metotları arama motorlarında optimize edilmesi gereken hususlardan bir tanesi web siteniz nekadar iyi olsada arama motorlarına duyarlı olmasına özen gösterin. php seo uzmanlarımızdan destek alabilirsiniz.

  13. 加強優化面部輪廓,可被身體完全吸引,能自然地修飾面部輪廓 功效可長達24個月以上 JUVEDERM的特點: 效果立即可見 非永久性 非手術性 安全有效 效果自然 JUVEDERM獲歐盟(CE)及美國及藥物管理局(FDA)認證 首先及唯一獲得FDA認證在首次療程後能維持長達一年2-4功效 新世代專員Hylacross科技為產品帶來獨特的物理特質,包括凝聚力、支撐力及柔順度 8點提升 這是一套由全球著名醫學美容醫生Dr. Maurício de Maio,以JUVÉDERM®系列透明質酸產品為基礎而研發的面部優化療程,藉著簡單程序便達致面部優化效果,不需進行手術,減低風險。 此療程會根據病人的個別情況,重點針對面部8個最常因流失膠原蛋白及彈性纖維而凹陷的位置,再依據特定的順序,從顴骨至下巴位置配合JUVÉDERM®系列的透明質酸產品進行療程,從而改善這些位置的豐盈度及滑溜度,全面性優化面部輪廓。

  14. Did you know that people make their entire income promoting ClickBank? You too could be one of the many who have quit their job. Affiliate marketing is as old as the internet. It’s not going to go away any time soon. You too can get your piece of the pie. Why shouldn’t you? Do you really like working the job you have? Are you going to be able to do it until you retire? If you’re job requires physical labor, then you know the answer to that question. There’s no way you’re going to be able to do that when you get older. That’s just the truth and no one needs to tell it to you. Right now you could be making money online. Does it require work? You better believe it does. No honest person is ever going to tell you that it’s possible to become a millionaire online without doing any work whatsoever. It’s not possible. That doesn’t mean there isn’t money to be made. There’s plenty of money out there to be made by people just like yourself. Now you know there’s going to be a pitch for a product. You’re right about that. Click on the link http://64efd6-lz41s3rcelbr7s2xl7x.hop.clickbank.net/ and check it out. There’s a video you can watch that will explain everything. It will tell you how to make money using ClickBank. Watch the video and see what you think. You too can be one of the many who earn a living promoting ClickBank. Some people earn a good living and there’s no reason why you can’t.

  15. Just imagine for a second if you could get into the mind of a millionaire. Think of all the things that you could learn. Well, you actually can do just that. A millionaire is giving away all of his secret right on the internet. You don’t even need to leave the house to learn what made him rich. All it takes is visiting http://e31a67zd-ccr7u13el2cflqp0d.hop.clickbank.net He will literally teach you all of the secrets to making money. Don’t you think it’s time that you earned the living that you deserve? Change your life today by simply following the link above. Do it for yourself and everyone that you care about.

  16. You’ve got to check out this cam girl’s big natural tits. Those jugs of hers are awesome. The face on this cutie is as sweet as sugar. Don’t worry if she’s not online. There’s plenty more babes at http://www.camgirl.pw It’s only a matter of clicking or tapping until you find the girl of your dreams there.

  17. The weekend is fast approaching. Why not spend it with a sexy cam girl? There’s plenty of them over at http://www.camgirl.pw All of these girls are wanting to have a good time. That’s exactly what you’re looking for too. The most fun you’ll ever have online is right here. Have yourself a good time and meet someone new. That’s what this site is all about.

  18. A person essentially help to make critically articles
    I’d state. That is the very first time I frequented your website page and so far?

    I amazed with the research you made to create
    this particular submit extraordinary. Magnificent process!

  19. I discovered your blog site on yahoo and appearance many of your early posts. Keep the very good operate. I merely extra the Feed to my MSN News Reader. Seeking toward reading far more by you at a later date!…

  20. Thank you for writing this awesome article. I’m a long time reader but I’ve never been compelled to leave a comment. I subscribed to your blog and shared this on my Facebook. Thanks again for a great post!

  21. Terrific pictures! This can be a type of data that should be embraced through the web.. kumpulan youtube indonesia A sense of shame on the search engines with no extended setting the following release higher! Can happen more than along with check with this site. Cheers Equates to)

  22. You deserve a break. You’ve been working hard this week. All that hard work has stressed you out. The best way to get rid of the stress is by having a little fun with a cam girl. There’s a whole lot of them over at http://www.camgirl.pw The babes are never ending when you visit that site. You’re in for a real treat the very second your eyes catch a glimpse of this.

  23. Thanks for posting this awesome article. I’m a long time reader but I’ve never been compelled to leave a comment. I subscribed to your blog and shared this on my Twitter. Thanks again for a great post!

  24. You’ve been a busy cowboy lately. Don’t you think it’s time to settle down and relax? You can do just that with the babes over at http://www.camgirl.pw There’s plenty of hot girls over there who know how to treat a cowboy right. Take off your spurs and mosey on into a chat with one of these beauties.

  25. You should set aside time each day to talk to a hot girl. There are plenty of them over at http://www.camgirl.pw You’re really going to have yourself a good time there. It’s wall to wall babes and that’s just the beginning. Check it out and get ready to smile.

  26. I kind of agree with everything said here. There’s just one problem. It doesn’t talk about what’s the best site to join to get laid. That’s the most important part of it all. If you’re wanting to get laid, then this is the site for you https://t.irtyf.com/hkz06n8e68?offer_id=3785&aff_id=29696&nopop=1 You’re going to get some pussy there. Don’t beat off tonight. Get yourself some action. You can beat off tomorrow. Today is your day to get some pussy.

  27. andy strutt DOB 6/3/1975 sprint phone 312-917-5986 google voice 702-514-0650 works at leidos cyber has raped 2 girls at defcon hacker conventions. andrew strutt wife Sichan Li is in the United States illegally. andrew david strutt has an undiagnosed psychiatric disorder from a head injury. andrew strutt has taken money from Lebanse Intelligence Officer and recently arrested hacker and owner of Krypton Security Khalil Sehnaoui. astrutt accepted a hotel suite in Las Vegas in 2015, 2016, and 2017 in excess of $2,000 a night from Khalil Sehnaoui. andrew david strutt wife is a former reporter and Chinese Communist Party reporter. r0d3nt wife has access to his secret material.

  28. Real men like to talk to sexy girls. There’s no denying that. Where does a man go to talk to a sexy girl? There’s just one place on the the internet to do that. The hottest girls can be found at http://www.camgirl.pw Have yourself a total blast and meet a few sexy girls. You’ll have a whole lot of fun doing so.

  29. Every guy out there needs to talk to a hot girl sometimes. There’s just one site that’s full of the hottest babes on the entire internet. That site is http://www.camgirl.pw and it’s going to put a smile on your face. Make sure you spend some of your precious free time there. It’ll be the best decision that you’ve made in quite some time.

  30. Birthday wishes are usually far more significant, when the recipient is created to feel happier and more expectant about growing old. The attitude that one may have about birthdays may count on personal or existing circumstances , for instance , age or status.

  31. Hello there friend! Youre so cool! I dont suppose Ive read anything like this before. So nice to find somebody with some original thoughts on this subject. realy thank you for starting this up. this website is something that is needed on the web, someone with a little originality. useful job for bringing something new to the internet! Again thanks alot for this!

  32. You’ve been working hard lately. All that stress has got to be eating at you. Why not take a break and enjoy some cam girls? There’s plenty of them to enjoy at http://www.camgirl.pw It’s wall to wall babes at this site. You’ll know that right away after your first visit.

  33. I simply needed to thank you so much once again. I am not sure what I would have gone through in the absence of the actual concepts provided by you regarding that area of interest. Certainly was a real depressing problem for me personally, however , considering the specialized strategy you solved the issue made me to jump for gladness. Now i am thankful for this assistance and trust you recognize what a great job that you’re doing educating people today using a site. I am certain you have never got to know any of us.zero liquid discharge (ZLD) system

  34. Are you sick and tired of being bored? You’ll never have a dull moment if you visit http://camgirl.pw It’s by far the most exciting site on the internet. There, you’ll be able to talk to all kinds of hot babes. Don’t be surprised if everyone at work asks why you’re so happy. You don’t need to tell them that you visit this site each and every day. It’ll be your little secret.

  35. I’m impressed, I have to admit. Genuinely rarely should i encounter a weblog that’s both educative and entertaining, and let me tell you, you may have hit the nail about the head. Your idea is outstanding; the problem is an element that insufficient persons are speaking intelligently about. I am delighted we came across this during my look for something with this.

  36. This is the correct weblog for anybody who needs to find out about this topic. You understand so much its almost hard to argue with you (not that I really would want…HaHa). You definitely put a brand new spin on a topic thats been written about for years. Great stuff, simply nice!

  37. I think this is among the most vital info for me. And i am glad reading your article. But want to remark on some general things, The site style is great, the articles is really great : D. Good job, cheers

  38. Awesome blog you have here but I was wondering if you knew of any forums that cover the same topics talked about here? I’d really like to be a part of group where I can get suggestions from other experienced people that share the same interest. If you have any recommendations, please let me know. Bless you!

  39. I’m not sure where you are getting your information, but good topic. I needs to spend some time learning much more or understanding more. Thanks for great information I was looking for this info for my mission.

  40. I precisely wanted to thank you very much once more. I’m not certain the things that I might have gone through in the absence of the ways contributed by you concerning such industry. Certainly was an absolute depressing dilemma in my position, but taking note of the specialized fashion you managed that forced me to cry for delight. Now i’m grateful for the information and in addition trust you comprehend what a powerful job you have been putting in training people today via your websites. More than likely you have never got to know any of us.

  41. This is the right blog for anyone who wants to find out about this topic. You realize so much its almost hard to argue with you (not that I actually would want…HaHa). You definitely put a new spin on a topic thats been written about for years. Great stuff, just great!

  42. When I originally commented I clicked the -Notify me when new surveys are added- checkbox and from now on whenever a comment is added I am four emails sticking with the same comment. Perhaps there is any way you can get rid of me from that service? Thanks!

  43. Incredibly best man toasts, nicely toasts. is directed building your own by way of the wedding celebration as a result are supposed to try to be witty, amusing and consequently unusual as well as. best mans speech

  44. It’s rare for me to find something on the web that’s as entertaining and intriguing as what you have got here. Your page is sweet, your graphics are great, and what’s more, you use source that are relevant to what you’re saying. You are certainly one in a million, well done!

  45. Oh my goodness! an excellent article dude. Many thanks However I am experiencing trouble with ur rss . Do not know why Not able to enroll in it. Will there be any person obtaining identical rss dilemma? Anyone who knows kindly respond. Thnkx

Leave a Reply

Your email address will not be published. Required fields are marked *