Jon Loomer has been writing a lot about Meta Instant Forms lately, so here’s a round up of recent test features and ideas on improving lead quality.

Recent updates / tests:

How to improve quality (list of 16 ideas):

  • Custom events based on post-form fill actions that signal a quality lead
  • Change who performs the action
    • “Changing who performs the action is rarely about targeting. Impact the people you attract with your ad copy, creative, and offer. Create form questions that apply to your ideal lead. You might even use conditional logic to kick out people who don’t qualify.”
  • Question quality
    • consider open-ended questions that aren’t easily answered with a yes/no or checkbox
    • add conditional questions
  • Optimize Landing Page > Confirmation Page > Outreach flow
  • A bit on Conversion Leads optimization
    • “When this is selected, Meta’s focus will be on finding people who perform other goal actions after submitting your form. To do this, you first need to define your funnel for Meta, which can be a long, frustrating process.”
  • A bit on form types
    • “More Volume” will be the most streamlined, making it as easy as possible to complete the form with the fewest steps.
    • “Higher Intent” will require an additional confirmation step. While the difference may not be significant, it can impact quality.
    • “Rich Creative” allows you to add more information to your form like social proof, incentives, and a product feed.