Add a footer to your survey and market research forms

A common request from our users is to be able to add information even below the form that is displayed when it is viewed and filled in. In the past, you have always been able to add text and images to the top of the form, but with the recent update to HeyForm, you can now add a footer to the form as well!

The new option is available for both new and existing forms and surveys. To add a footer to an existing form, navigate to edit mode as usual.

The latest update to HeyForm includes a whole range of new and useful features. More details will be available here in the blog shortly.

Google Maps in your invitation or survey

If you’ve been using HeyForm for a while, you’ll know that you can include subheadings in your forms. Subheadings consisting of a title and possible body text are a perfect way to divide larger forms for invitations or surveys into smaller sections.

What you may not have known is that you can also use the subheading for other purposes, such as embedding a map with directions using Google Maps. Here we show you how easy it is to get your next invitation.

  • Navigate to Google Maps and find the address you want to display in your invitation
  • Click on the “Link” icon at the top of the search results, then copy the code that appears in the “Paste HTML to embed on website” field
  • Create a new subheading in your form in HeyForm
  • Enter the title of your choice for the subheading, then paste the code from Google Maps into the “Instructions to the respondent” field in HeyForm

In order for the map to be displayed optimally in your form, we recommend that you change the width of the map in the form. This is easily done by setting the parameter “width” in the pasted code to the value of 100% as shown above.

Formulating texts and questions when creating your questionnaire

1. Write the way you talk

Every text, with all the rules, is a personal product. So do not try to pretend. You’ll only cramp up. When my junior copywriters ask me how they should write, I always say:

Imagine you’re sitting at the counter and you meet a friend, and that’s who you’re telling the story to now. Sit down at the keyboard and write it down just like that.

You’ll see that the first draft of the text will read smoothly.

2. Never try to write ready for print immediately.

A good text is never created on the first throw. Quite the opposite. Texting is a process.

If you try to write perfectly right away, you’ll only block yourself because you’ll get stuck on phrasing, sentence positions, etc. for too long.

The first text should “only” be complete and contain everything you want to say.

After that, shorten it. Ask yourself the questions:

  • Can I make something shorter?
  • Are there more attractive words? (Ah, there’s the synonym dictionary again).
  • Where are duplications?
  • Can I say it more simply?

3. Mark sentences that are too long

After you have the raw text, check the sentence lengths. Take a pen and mark all sentences that contain more than 20 words. Then think about how you can break up at least a large portion of these sentences into several.

4. Mark all commas

This is a simple trick to find out if there are too many nested sentences in your text. Try to turn unnecessarily inserted subordinate clauses into sentences of their own.

5. Tick all the words monsters

In the heat of the moment, our favorite text breaks like employee satisfaction analysis are quickly written. So review the text and rewrite it consistently.

6. Rewrite your text

The improved text will improve faster if you rewrite it with your corrections. Avoid “messing around” in the existing text document.

HeyForm is a simple way to gauge your business’s customer satisfaction through online forms. You can craft customer survey questionnaires with our product within a few minutes.

Digital web forms with poka-yoke sauce

Online forms (Digital web forms) and Poka-yoke what do they have to do with each other? Poka-yoke is Japanese for “error prevention.” And is a technique we encounter in HeyForm management. Poka-yoke is about measures that prevent mistakes from being made. You probably recognize that if you work a lot with forms. And they are filled in manually! Unclear handwriting, spelling errors, fuzzy terms. Annoying when you get them on your plate to process further. It takes extra time to find out the right information. But if you don’t pay attention the wrong data is even used in subsequent steps or reports. With online web forms, you can make business processes error-free.

Digital forms with poka yoke sauce! And really clean, So self-executable and without knowledge of IT language.

Mandatory input fields

When using paper forms, users sometimes (un)consciously leave questions blank. In this case, the recipient will have to spend extra time retrieving the information. If he fails to do so, he may not be able to process the form because the information is missing. A simple Poka-yoke functionality within the digital web forms is the mandatory question. This means that a user cannot submit their form until they have answered the mandatory questions. In addition to a content answer, this can of course be applied to adding an attachment.

Conditions for input field

In digital web forms, you see this more often. Think for example of an input field for postal codes. This always consists of 6 characters, no more but also no less. The notation of a date can be done in many ways. However, online forms can easily be equipped with calendar fields where the date is simply chosen by clicking on your choice. When collecting numbers within an organization you can have the number of decimals set as mandatory but also, for example, the minimum and maximum values. In this way, you avoid a lot of mistakes and the quality of your data increases enormously. Digital forms with poka-yoke fields really ensure that your business process runs better.

Deploying Role Menus

This is another very simple way to design online forms more user-friendly. But also increase the quality of information. With role menus in your digital form, you ensure that the information is standardized. This makes it much easier to analyze your data later on. Don’t make the role menu too extensive, a good guideline for the number of items is 8. If the role menu is too long, users will lose the overview. It is better to work with conditional role menus. These are role menus whose content depends on an answer to an earlier question. Users are then led through the form as it were. Sounds complicated but very easy to realize within HeyForm. Besides these conditional qualitative role menus, you can also set them up with numbers. This makes the form calculate itself, as it were. This is for example used in forms with a risk calculation.

With SEO competition analysis for a better ranking

We, humans, are curious by nature. Or have you never looked at a competitor’s website? Clever marketers have not been content with that for a long time. A comprehensive SEO competitor analysis provides much more valuable information…

An SEO competition analysis provides you among other things:

  • Ideas for suitable keywords
  • Ideas for valuable backlinks
  • Ideas for attractive content

Do you want to beat the competition with your own weapons? Then go for it!

The right keywords

Keywords are always at the core of SEO competition analyses. But not all keywords are the same. Each has an individual value for your company and for your competitors. For example, you can rank very well on money keywords, while your competitor pursues a different strategy and relies on long-tail keywords, for example. While you put a lot of effort into targeting your content on money keywords, your competitor can outrank you with their good long-tail keyword strategy. Therefore, it is important to focus on both types of keywords.

But it is also a fact: Even if you have already achieved a good ranking with important keywords, this is always only a snapshot. Because the competition does not sleep and also operates active SEO. In addition, Google and Co. regularly change their search algorithms.

Identify your top keywords

Not all keywords are relevant for your business. Especially for newcomers, it is a big challenge to distinguish the important from the unimportant keywords. Keyword tools like the one from Google Ads are helpful. This presents, in addition, the traffic and the competition density.
We have tested the most important keyword tools for you. Click here for the article.

Identify your top competitors

Now identify those competitors who are particularly successful in grabbing organic traffic. Then it’s not always the market leaders or the best-known players. So it’s best to use Google and look at the search results with common keywords. Where you appear here is not important at first.

There are many software solutions on the market that make a “manual” analysis unnecessary. SEObility and SEMRush are among the most popular tools to keep an eye on both keywords and your competitors. Both tools have a freemium version.

What is actually customer lifetime value?

Sure, you like every customer equally! But let’s be honest! Some of them are economically more valuable than others. Especially if they generate good sales at short intervals. The monetary value of a customer is represented in the so-called customer lifetime value.

Customer lifetime value (CLV) is a key figure that helps you to optimize measures. For example, it tells you the maximum cost of acquisition.

In addition, the customer lifetime value is an important point of reference when designing retention marketing. This is a marketing discipline that is currently gaining massive importance again.

What exactly is customer lifetime value?

Every day we analyze the buying behavior of our customers to divide them into groups (customer segmentation). Each customer shows different preferences, likes, and desires and deserves special treatment.

Customer lifetime value distances itself from the rough consideration of customer segments and focuses on the yield of customer relationships. For this purpose, an average is calculated from empirical values, which expresses how much a customer will bring to the company in the course of his entire customer life. The total value of the customer is considered over the entire lifetime of the business relationship.

Customer Lifetime Value: The Phases

Customer Lifetime Value has the same phases as Product Lifetime Value

Introduction: The first contact

It is the process of conversion. It all starts with the “cold” contact coming to you for the first time. The prospect starts to get to know you or your product and then possibly places his first order.

Growth: Building trust

Your customers now know you and trust you as a partner. They come back to search for information or place more orders.

Maturity: Finally grow up

The customer relationship is getting closer and loyal customers are placing orders all the time. It’s the ideal moment. However, it is important to continue to care about the relationship, otherwise, the customer will quickly lapse into the final phase and be gone.

The withdrawal: it is not too late

The customer starts to buy less frequently, asks for discounts, and in the end withdraws from the purchase altogether.

Of course, this cycle is not set in stone. Optimally, the maturity phase lasts as long as possible as with Coca-Cola, for example.

Create a Customer Journey in 6 steps

Step 1

Start by identifying the key stages a customer might go through in their interaction with your company.
Often these are steps like:

  • Discover: The customer discovers the product.
  • Research: The customer searches for the offer.
  • Purchase: The purchase is made.
  • Delivery: The product is delivered.
  • After-Sales: The customer uses the product.

Do you want to reach target customers even earlier? Then put the following phases before the ones already mentioned:

  • Pre-Awareness: No need and awareness of the problem.
  • Awareness: Problem awareness due to triggering events.
  • Consideration: There is a will to eliminate the problem or satisfy the need.
  • Preference: The customer informs himself in detail about offers and determines his relevant set.

Step 2

What information do you want to be able to assign to the customer? What are the key stages?

  • Pain points: What problems does the customer want to be solved?
  • Questions: What does the customer want to know at this stage?
  • Emotions: What does the customer feel in this situation?
  • Weaknesses: What wishes can’t you fulfill at this stage?
  • Influences (Influencers): Who or what contributes to influencing the customer’s decision-making process at this stage?

Step 3

Add all the contact points that come to mind from the marketing, sales, and service environment. This will give you a good initial overview. Often, the first contact points where target customers learn about your offer are outside your sphere of influence. Examples are a recommendation from a customer or a product test.

Step 4

Which touchpoints have a high reach with your target audience? Which ones exert a particularly high influence?

These can be editorial articles in print media, blogs, but also discussion groups in social networks such as LinkedIn or Facebook. Comparison portals are also often the first point of contact for a solution. Not to be forgotten, of course, are advertising measures via the various channels.

Step 5

Each touchpoint can have a positive or negative impact on the target customer. Therefore, try to understand the momentum well. Why are certain points not so important? What influences the sudden urgency of the purchase decision? How can you use the momentum correctly?

Create a touchpoint ranking by listing the most important touchpoints by priority and in chronological order. Which touchpoints have the greatest impact?

Step 6

Visualize the Buyer Persona’s route along with the touchpoints with your company. In which form you create the customer journey is your decision. Maybe you draw a kind of map or shoot a video.

Important: Record the visualization of the customer journey with sticky notes. This way, you can map new insights at any time. Because a customer journey never stands still. It evolves so quickly – just like the behavior of your customers.


Creating a customer journey map takes work. But even during the creation process, many valuable ideas emerge that are worth their weight in gold. The result is the basis for more effective marketing.

6 more email elements that you can personalize

1. Sender information: Show your recipients that there is a real person behind the messages to build a closer relationship.

2. Image and graphic elements: Similarly, graphic adjustments can be made based on collected data about preferences, interests, or even just the age or gender of the reader. Or how about individual image elements with the recipient’s name? After all, the newsletter design is the first thing readers notice – even before the actual content.

3. Mailing texts: It’s also allowed to get personal within your newsletter. Therefore, use placeholders in the newsletter itself to create more proximity.

4. Links and call-to-actions: To ensure that your links and CTAs get the attention they deserve, you can also use the personalization assistant here to increase your click rates.

5. Attachments: Among other things, some e-mail marketing software can also be used to personalize PDF documents directly when sending e-mails.

6. Greetings: Generic greetings can also be easily replaced with personalized greetings at the beginning or end of your mailing.

However, comprehensive personalization goes even one step further. Because while many already stop after the personal salutation in the subject line, landing pages and registration forms can also be individualized and dynamic content adapted to the recipient.

It’s time to improve your business with HeyForm

As a large number of small and medium enterprises throughout the world begin to use HeyForm every year, many clients have noted that scheduling a quick 10-minute appointment with us to address any concerns they may have and to explain how our various goods and services may benefit their unique circumstance has proven to be quite beneficial.

This usually speeds up the evaluation process and provides you with the necessary information required to make an informed decision, best suited for your business.

Lead Capture Form Mistakes You Need to Avoid

Lead capture forms, otherwise known as lead generation forms, are a quick and easy way to collect contact information from potential customers—information that you can use later to reach out and sell your products or services. Lead capture forms are often an afterthought—you set them up on your website and hope that people will fill them out eventually. But if you want to use your lead capture form to generate leads, you’ll need to avoid these common mistakes that can kill your conversion rate.

Boring forms.

If you have a tedious form, it’s going to fail. Plain and simple. The more friction there is in your lead capture process, including complicated forms, requiring unnecessary details, and forcing readers to hunt for information elsewhere on your site, it means that you’re doing something wrong. If someone has spent enough time on your site—and they want what you have—they’ll go through any number of forms if it means they can reach their goal faster.

Not focusing on one goal.

Don’t try to pack in every possible question under the sun when creating a lead capture form. Instead, focus on one goal: capturing leads from your prospective customers. If you can accomplish that, then you’re off to a great start and won’t need more information from them. To ensure your lead capture form is effective, ask yourself what you need from people who fill it out. Do you want their contact info? An email address? Some basic demographic information?

Over usage of abbreviations

If you’re using a word in your form that most people aren’t familiar with, your reader will be confused. When possible, use short words or phrases instead of long ones. For example, are you interested in a 30% discount on any product(s) we offer? Write Get 30% off any product(s). This makes it easier for people to understand what they’re signing up for at first glance.

Not keeping it complicated.

Don’t make your lead capture form too complicated. If you do, people won’t fill it out. And if they don’t fill it out, they won’t receive your valuable free resources and information. Ensure that your lead capture form is short, simple, and doesn’t contain any unnecessary questions or fields.

Excluding a spam-gate

To make your forms more secure, add reCAPTCHA to them. This free tool from Google improves conversions and prevents spam submissions. Not only will your visitors have an easier time filling out your form, but you’ll also see an improvement in conversions—because it adds a second barrier of entry that humans can pass through, while robots are blocked.

Asking way too much info

A common mistake is including fields for someone’s name, email address, and physical address without giving visitors a compelling reason to enter it. Before you ask for someone’s personal information on your lead capture form, make sure you have a reason for it. If not, consider removing those fields or making them optional. A good rule of thumb is that if an individual needs contact information to find out more about your product or service, it’s likely necessary.

Pro Tip: Use a free lead capture form tool

It’s okay if you have no idea how to code your lead capture form; there are many free online form builders out there. A good example is HeyForm. They provide free lead capture form templates as well.