Forms or chatbots — are they even after the same lead?

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Forms or chatbots for catching leads - one of those questions I think is worth chewing on :slightly_smiling_face:

The old trade-off with forms: every extra field tells you a bit more about the lead, but every extra field is another reason to close the tab. (HubSpot checked 40,000+ landing pages and saw exactly that.)

A chatbot skips the upfront ask and lets the details come out in the conversation instead.

But I’d say these approaches aren’t after the same person:

  • Form wins when someone already knows what they want: decided, happy to leave their details, a chat would just slow them down.

  • Chatbot wins when they’re still deciding: one more question, torn between options, or landing at 11pm when a form just sits there till Monday.

So maybe forms and chatbots aren’t really competing for the same lead. They may just be catching people at different points in the same decision.

Are you using both, or sticking with just one? What shaped that decision?

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