Lead capture

A credit union website needs to capture leads. This is crucial for opening more loans and accounts. For example, one of our clients called Zing Credit Union saw a 62% increase in auto loan applications once they started capturing leads, put them in a CRM, and following up with them.

Video 1: Conversation with a credit union about CRMs and form systems

Video 2: Another conversation with a credit union about CRMs and form systems

CRMs (crucial for website marketing)

A CRM helps you capture leads, keep track of them, and help more people open loans and accounts.

Hubspot (first recommendation)

• Free plan

• Easy to use

• Lots of features and capabilities

• Con: Higher level pricing plans are expensive

• Article on how to create Hubspot Forms

Pipedrive (alternative recommendation)

• Affordable

• Easy to use

• Lots of features and capabilities

Which fields to include on a lead capture form

Lead capture forms should be kept short. The longer a form gets, the fewer people will complete it. The point of a lead capture form is just to get a person's basic contact info so you can reach out to them via email, text message, or phone call.

We see high conversion rates (40-80%) on forms that contain only these fields:

• Name

• Email

• Phone number

Other use cases for forms

The following form systems are not alternatives to a CRM. However, they may be useful for member service purposes, like a contact form on a Contact Us webpage.

Typeform (better for user experience)

• Better UI for website end-users

• HIPAA compliance available

• Affordable

Jotform (better for security)

• Encrypted forms

• HIPAA compliance available

• Affordable

FAQs

Where should we put lead capture forms on our website?

Lead capture forms can be used on a website in many ways.

One way we've seen lead capture forms repeatedly open more business for credit unions is by putting them in between a product pages and a long online applications. So, when someone clicks a button to "apply" or "open an account", the first thing you do is present a lead capture form that asks for their basic contact info and nothing else. Once they complete the form, you forward them to the rest of the application process. That way, you get people's contact info before they go through a much longer and more rigorous application—where a lot of people drop off.

What form system should we use to put member service forms on our website?

Similar to lead capture forms, you can use any secure third-party form system for member service forms. We recommended some options above.

Can we use a form plugin that stores data on WordPress?

No. For security, we don't allow any form systems that store data on WordPress. This disqualifies most WordPress specific form systems.

Examples of disqualified WordPress plugin form systems:

• Gravity Forms

• WPForms

• Ninja Forms

Should a form be embedded on a webpage using an embed code or a WordPress plugin (if a plugin exists)?

We strongly prefer to use embed codes. Since plugins can come with more functionality than just the ability to embed forms (which can open up other security and performance concerns), we default to installing forms with embed codes rather than plugins.