How a typeform cut an agency’s lead-to-client time by 40%

What if we told you that making sales calls is a waste of time? And that talking to people through a typeform can slash the time it takes to turn a lead into a client by 40%? You’d think this was the start of a corny sales pitch, right? Well it’s not (but please, do buy a Typeform subscription).

In fact, this advice comes from DeAnna McIntosh, Chief Global Strategist at The Affinity Group International. She used Typeform to create an interactive, engaging booking form for her brand strategy consultancy – and the results are impressive.

The challenge

DeAnna McIntoshDeAnna used to speak with potential clients on the phone trying to assess what their branding strategy needs were, which was taking its toll. “The process of doing consultations was taking up a huge amount of my time every week,” she said.

Not only did the calls take a lot of time, DeAnna said that it was sometimes hard to draw out the client’s understanding of their brand when she was asking them questions on a phone call. She often found it hard to elicit the information needed to create a brand strategy proposal since the customer often “felt like they had to make the answer up on the spot”.

So she decided to create a booking form typeform to cut this whole stage out of the sales process. The aim of this typeform would be to:

  • Eliminate the typical sales journey from lead to client
  • Get a deeper understanding of their audiences brands that they couldn’t get on the phone
  • Better upsell other products that compliment the services the client is requesting

The solution

So how did DeAnna set about creating this time-saving typeform?

“I used the branding template in Typeform to start with, which saved me a ton of time,” she said. “I then designed the form as if the client and I were sitting face to face having a conversation about their project.”

Throughout this typeform “conversation”, DeAnna manages to collect the following information about the client and their needs:

  • Details about the person and their business
  • Information about their brand
  • Profile of their target market
  • Details about the project – what do they want?

Here’s Affinity Group’s typeform in action:

Once someone submits the form, DeAnna and the Affinity Group team are able to create the proposal and get back to the person with a quote.

At the same time, she uses Typeform’s native MailChimp integration to store the leads in her database. “Once someone submits the form, their email is immediately captured in MailChimp, and they are sent my welcome automation emails.”

The outcome

“The typeform helps me to qualify the client upfront so I can get straight to the proposal,” said DeAnna. “Using Typeform has decreased my lead to client journey timeline by 40% due to the drastic reduction of the amount of initial consultation requests!”

DeAnna attributes these great results to the way her typeform is able to steer the conversation to collect great data without her having to a utter a word. Here are the three reasons she gives for its success:

1. “It attracts clients who are ready to book us and get started, eliminating the typical sales journey from lead to client.”

2. “It allows us to ask thought provoking questions regarding the client’s brand personal that they likely hadn’t considered before – and it gives the clients the time and space to answer them. If we were on the phone, they may feel they have to come up with an answer on the spot, versus taking the time to truly think through the question that probes deeper into who their brand is.”

3. “It allows us to flawlessly upsell other services. Using Logic Jump, I can trigger other questions to show the client based on the answers they provide!”

DeAnna has now embedded the typeform on the Affinity Group site, and she’s looking forward to being able to attract even more new clients with it: “I love all things experiential. Typeform gives life to a website. It allows us to speak to the customer and makes filling out information actually fun and interactive.”

Screenshot of the Affinity Group International home page

How to create your own booking form

Ready to follow in DeAnna’s footsteps and create a booking form for your agency or consultancy? Here’s a step-by-step guide to creating the solution, allowing you to effortlessly capture enquiries and store leads in your customer database.

You’ll learn how to:

  • Copy our branding enquiry template design and add your questions
  • Tweak the design to fit your brand
  • Embed the form on your website
  • Integrate with MailChimp to send the person an automated welcome message

Part One: Create the typeform

DeAnna used our branding questionnaire as the starting point. “I started with this template, and added questions that would be specific to my clients’ needs and the lead generation information that we needed,” she said.

“Once I planned out all the questions, I then thought about ways to enhance the questions by adding logic – enabling me to upsell other services based on what they chose.”

Here’s how to get going:

1. Install our branding questionnaire typeform by clicking here. A new typeform will be created in your Workspace with the name ‘Branding Questionnaire’. It’ll look like this:

Screenshot of branding questionnaire template

2. Now you’re free to edit the typeform how you want. You could start by giving it a makeover and customizing the design. DeAnna chose to use the ‘Mystery’ theme from our collection of public themes and changed the font (to ‘Playfair Display’).

Screenshot showing how to edit typeform design

3. DeAnna then customized the Welcome Screen to match the brand. She uploaded the company logo and added some inspirational introductory text. She also changed the button text.

Screenshot showing Affinity Group's welcome screen

4. “To begin the form, I have a contact information section where I use Variables to enter their name as if I’m speaking to them,” DeAnna explained.

Screenshot showing contact detail questions

5. Now go through and edit/add questions based on what information you like requirements. In DeAnna’s case she started with an About You question group where she captures contact information:

Screenshot showing a question group

6. “Then we dig deeper into their business and brand, asking about their industry, the competitive landscape, their target market, and how they envision their customer journey.”

Screenshot showing business-related questions

7. “Lastly, we ask specific questions related to the project they are inquiring about, and we follow up with a creative proposal within three business days,” said DeAnna.

Screenshot showing project-related questions

8. “Once I planned out all the questions, I then thought about ways to enhance the questions by adding Logic Jumps,” said DeAnna. “This enabled me to upsell other services based on what the client chose.” Find out more about how to use Logic Jumps, here.

Screenshot showing how logic jumps are used

9. When she finished adding all the questions and Logic Jumps, DeAnna rounded off her typeform with a customized Thank You Screen. This explained clearly to the respondent what the next steps are.

Screenshot showing DeAnna's thank you screen

10. “Once I was in love with the form, I tested it a few times both within Typeform and embedded in my site,” she said.

To embed a typeform on your website, go to the Share panel and click the ‘Embed in a web page’ link at the bottom.

Screenshot showing how to embed a typeform

11. Choose from a Standard, Full Page, or Popup embed. Once you’ve selected an option click Get the code.

Screenshot showing standard embed

12. Now simply copy and paste the embed code into your web page.

Screenshot of embed code

Part Two: Send contacts to MailChimp

“Every Typeform I use is integrated into MailChimp so I can capture the lead information,” said DeAnna. “Depending on the typeform, I also push it to Google Sheets so I can capture their responses in a database format.”

Here’s a quick guide to setting up our native MailChimp integration to send leads into campaigns in the email marketing tool.

1. Head for the Connect panel, find the MailChimp integration and click the Connect button next to it. Bear in mind that MailChimp integration is a PRO feature of Typeform.

Screenshot showing how to set up Typeform's MailChimp integration

2. Follow the on-screen instructions to log into your MailChimp account and connect it.

3. Choose which MailChimp list you want to use for the contacts you collect through your typeform.

Screenshot showing how to select a MailChimp list

4. Select the question you used to capture the email information (you’ll probably only have one, like DeAnna has).

Screenshot showing how to select an email question to take the information from

5. You can map answers from your typeform to MailChimp fields to help you add relevant lead information. For example, we can capture the first name and surname from the corresponding questions:

Gif showing how to map typeform answers to MailChimp fields

6. If you want to be able to segment the leads you’re capturing you can add tags to your MailChimp list. You can then map answers from your typeform to particular tags. Say, for example, the type of company the respondent says they are:

Gif showing how to add tages to your MailChimp list

7. Head over to your MailChimp account to view and manage the contacts you’ve collected through your typeform.

Screenshot showing Manage Contacts section of MailChimp

How did you get on?

If you managed to create a successful client booking form like the Affinity Group’s we’d love to hear from you. In fact, we’re always on the lookout for new case studies to feature in our Inspiration section. Just fill out this typeform and you never know, maybe next time we’ll feature your solution!