We Blocked ‘Free emails’ in the forms. Guess what happened next?

Do you know?

61% of B2B marketers find generating high-quality leads as their biggest challenge. (B2B Technology Marketing Community)

Whenever we (Marketing team) catch up for a meeting with the sales team, the sales team rise up their concern on Inaccurate data of leads coming into the funnel and the efforts wasted in following up them.

Email id being the important data for the sales team, every month we end up getting a lot of leads with personal email ids. Finding the business identity of these leads and following them involved intense efforts but added no value, as the quality and conversion rate of these leads were really pathetic.

Increasing sales productivity being one of the growth levers of the company, immediate strategic action was vital.

One Big Decision – Block Free email ids:

Though this was a risky trial, we implemented it as we wanted our sales reps to spend less time working on low-quality leads, and more time closing sales. 

Since then, every day we spent time on the Mouseflow – Heatmap tool to monitor the website behavior of users after this change.

Reporting day

It was the 30th day since our trial and we were collecting the data points to understand the impact. We really were in fear about the lead numbers. But you know what? the conversion numbers and the user recordings didn’t make us regret the decision.

With the Mouseflow recordings, we found:

‘Users with commercial intent will fill the form anyways’.

Though the form showed an error notification to free email ids, they were ready to switch it to a business id.

With the analysis, we found that the Conversion rate didn’t go down at any levels of the funnel which implies the same conclusion we made above –  ‘Users with commercial intent will fill the form anyways’. 

Reporting day

Surprising Finding

With this analysis, we also found something interesting regarding the conversion rates.

‘Products priced at low tickets has a higher conversion rate compared to high priced products’

While the numbers show this, we aren’t very sure about this fact because the sales cycle of highly-priced products is more (Approx 3 to 6 months). To come to a clear conclusion, we must wait for a while and come back to work on the same numbers.

Let’s wait to see what happens with our fingers crossed!

Team Znbound
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