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Lead capture software helps businesses collect contact information and other details from online leads via embedded forms or pop-ups and sometimes landing pages or chat widgets. The best lead capture software collects lead data for further nurturing as well as lets you A/B test campaigns, create automated lead funnels, and more. To help you choose the best solution, we looked at a variety of lead capture software to determine the best and who they're right for.
Here are the best lead capture software options for marketing and sales:
If you're only looking to capture online leads via landing pages and not embedded forms or popups, check out our expert roundup of the top landing page builders. Otherwise, continue reading for a complete breakdown of our best lead capture options:
The best lead capture software include a mix of lead generation software specializing in capturing leads as well as CRMs or marketing software with lead capture capabilities. To determine the best, we identified six categories important to lead capture software and used key subcriteria in each category to assign every option an overall score out of five. Also determined were primary use cases for each of the best-rated choices. Check out our specific scoring criteria below:
We placed the most emphasis on general and premium features related to lead generating forms and popups, but also considered landing page and live chat. Other areas we graded include the cost for access to features, accessibility, app integrations, reporting & analytics, and automation.
This entails both lead capture tools and lead management functions.
We considered overall costs, free options, the potential for forced upgrades, and the amount of campaigns included.
This includes how easy the software is to implement — and whether support is accessible in case of an issue.
We looked at how well each option interacts with CRMs and other lead-generation solutions like social media and email.
Capturing and managing leads is a lot of work, so we looked for software that can at least automate basic tasks.
The ability to analyze incoming lead data is crucial; we graded each program’s ability to provide metrics and produce reports.
Note: All per-user or monthly prices are with a one-year commitment unless noted.
Per our evaluation, Freshsales is the best lead capture software with an overall score of 4.1 stars. It placed first in two criteria (automation, reports & analysis) and ranked above average in most other categories. Meanwhile, OptinMonster and OptiMonk both took the top spot in the most-weighted category of lead capture features. Keep reading for a complete breakdown of how our top lead capture software options fared across all six categories.
Top-rated CRM offering sales and marketing functionality including web forms and other lead gen tools.
Freshsales sits at the top of our list of best lead capture software for sales and marketing features. It offers an array of lead capture tools, including smart web forms, landing pages, bulk messaging, and more depending on the plan you choose. Freshsales also includes sales pipeline features like lead management and its Freddy AI virtual assistant, which can score leads, forecast revenue, and deliver insights to convert prospects into customers.
To access their landing page builder, you'll need to select "Freshsales Suite" or also sign up for Freshmarketer, which offers a free tier.
OptinMonster is trusted by over a million sites for its interactive web elements with high-level targeting.
OptinMonster is used by over one million sites for hyper-targeted campaigns via pre-made popups, forms, click-triggers, and other elements. Businesses can tailor content based on location, cookies, device used, and real-time actions. This makes for a unique visitor experience, but it also gives sales teams a heads-up when it’s time to convert these leads into customers. The only major downside is low pageview caps and forced upgrades with overages.
Unlike most of its competitors, Leadpages has no caps on traffic, allowing websites to scale without the need to upgrade.
Leadpages is a full-scale online lead capture solution that creates lead generation websites and landing pages. What helps Leadpages stand out among the competition is its unlimited pageviews, which eliminates the issue of businesses outgrowing their plans and being forced to upgrade. If you need somewhere to host your page, Leadpages offers free secure hosting (SSL and HTTPS) along with GDPR compliance and a year of free domain registration.
Use any of OptiMonk’s 200-plus pre-designed interactive web elements to drive e-commerce sales.
OptiMonk specializes in interactive lead capture tools for e-commerce companies. Alert site visitors of promotions and other events with custom popups, spinning wheels, side messages, and full screens. OptiMonk offers solutions for each stage of the online buyer journey, including first visit, browse, cart addition and abandonment, checkout, thank you page, and beyond. This helps e-commerce companies build trust, guide visitors, recommend products, and more.
ActiveCampaign makes it simple to capture leads and create custom or use pre-built email marketing automations.
ActiveCampaign is an email marketing software offering both lead capture capabilities as well as robust automations, including email marketing sequences and even social media posting. Create workflows using the drag-and-drop automation builder or browse a selection of pre-made automation recipes. If learning the ins-and-outs of the software throws you for a loop, all users have access to free 1:1 training, virtual Q&As, webinars, and a vast knowledge base. Every base price includes a minimum of 500 contacts; adding contacts will increase costs.
HubSpot Marketing Hub offers a great, entry-level platform offering a live chat widget and customizable form builder.
HubSpot Marketing Hub is a free tool offering premium marketing features you can purchase by upgrading into a more robust tier. Its free option offers live chat as well as a customizable builder for online forms and landing pages. Its premium tiers offer even more functionality such as social media management as well as advanced reporting and analytics. For sales teams, you also get access to their free CRM and Service tools.
Click Funnels is sales funnel software offering landing page and form creation as well as full funnel features.
ClickFunnels is an online sales and marketing funnel software that helps you create automated sales sequences and landing pages. The lower tier offers up to 20 individual funnels with up to 100 landing pages, and the higher tier is unlimited. This allows you to A/B test different landing pages and funnels for the best results. It even offers a robust set of videos and other resources, but doesn't let you embed forms in existing websites and pages.
As our list shows, lead capture software covers a broad range of solutions. If you’re keen to cast a wider net in your lead generation strategy, a general CRM may be suitable for your needs. Meanwhile, a niche program will do if you’d prefer to focus primarily on one method of lead capture, like web forms or live chat. Ultimately, every business has their own idea of which lead capture software will work for them; we trust this list will help you make that final decision.
Alison is a Philadelphia-based technology writer for Selling Signals. She has 15 years of experience in the digital space, and her specialties include comparison guides and reviews across CRM, ecommerce, and various SaaS products. In her free time, Alison has received two HubSpot certifications plus a TEFL certification, as well as leads an online martial arts learning program.
Selling Signals delivers actionable advice for sales and marketing professionals. Learn strategies that help you hit targets, strengthen customer relationships, and win more business. Get expert advice on lead generation, sales processes, CRM software, sales management, and account management directly to your inbox.
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