Office Number Vs Mobile Number Debate in Lead Generation

For lead generation experts, it is common sense knowledge that a website’s registration form must be
kept short and simple in order to increase the percentage of converting the website’s traffic to leads.
Most websites only have three fields in their registration forms, other websites have five or more. But
as you increase the number of fields in your registration form, you decrease the possibility of having
people sign-up in your website.

Given that you only want 3 fields in your registration form, what information should you collect? A lead
generation company that is in the business of lead generation services will automatically say that you
will first need the email address and then the name, regardless of the nature of your business, whether
you are a B2B, B2C or B2B2C company.

The third field is where the nature of your business will affect what information you will need. In a 2012
Marketing Sherpa Lead Generation Benchmark Survey, companies were asked the most important fields
they need from their lead generation forms. B2B companies ranked the office phone number as the
third most important information they need while the B2C companies felt that the mobile number is
more important.

This actually makes sense as B2B companies are more likely to contact prospects during office hours
and in their office. B2C companies are more likely to reach consumers via their personal numbers. So
consider the nature of your company before you add the field for the phone number in your registration
form. It will have a significant impact in your lead generation.