{"id":23131,"date":"2021-06-04T19:59:43","date_gmt":"2021-06-04T19:59:43","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/br\/?p=23131"},"modified":"2022-05-24T19:54:04","modified_gmt":"2022-05-24T19:54:04","slug":"guia-basico-formulario-html","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/guia-basico-formulario-html\/","title":{"rendered":"Guia B\u00e1sico de Formul\u00e1rio HTML"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Ter um formul\u00e1rio HTML \u00e9 essencial para a sua estrat\u00e9gia de inbound marketing. Se usados estrategicamente, eles podem transformar visitantes frequentes do seu site em Leads. Voc\u00ea pode ent\u00e3o nutrir e eventualmente converter esses leads clientes. Al\u00e9m disso, se voc\u00ea \u00e9 uma das <a href=\"https:\/\/www.hubspot.com\/marketing-statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">63% das empresas que relatam que a gera\u00e7\u00e3o de tr\u00e1fego e leads \u00e9 seu maior desafio de marketing.<\/a> Seria dif\u00edcil encontrar um motivo para <i>n\u00e3o usar<\/i> um formul\u00e1rio HTML em seu site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como qualquer boa <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/por-que-estrategia-de-email-marketing-importante\/\" target=\"_blank\" rel=\"noreferrer noopener\">estrat\u00e9gia de email marketing<\/a>, os formul\u00e1rios de inscri\u00e7\u00e3o devem ser criados e utilizados da maneira correta para se obter resultados positivos. Continue lendo nosso guia b\u00e1sico de formul\u00e1rio HTML para desvendar o assunto. Vamos mostrar os 3 tipos mais comuns de formul\u00e1rios para sites. Voc\u00ea tamb\u00e9m ir\u00e1 aprender onde eles devem ser inseridos em seu site e como ter certeza de que eles t\u00eam sido eficazes.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2021\/06\/Guia-Basico-de-Formularios-de-Inscricao_03.jpg\" alt=\"guia basico de formularios html\" class=\"wp-image-21347\" \/><\/figure><\/div>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/guia-basico-formulario-html\/#Tipos_de_Formulario_HTML\" >Tipos de Formul\u00e1rio HTML<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/guia-basico-formulario-html\/#Onde_os_Formularios_Devem_Ficar_Localizados_em_um_Site\" >Onde os Formul\u00e1rios Devem Ficar Localizados em um Site<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/guia-basico-formulario-html\/#Como_se_Certificar_de_que_seu_Formulario_HTML_e_Eficaz\" >Como se Certificar de que seu Formul\u00e1rio HTML \u00e9 Eficaz<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/guia-basico-formulario-html\/#Conclusao\" >Conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tipos_de_Formulario_HTML\"><\/span>Tipos de Formul\u00e1rio HTML<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Atualmente, <a href=\"https:\/\/blog.hubspot.com\/marketing\/state-of-email-lead-capture\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">74% das empresas com presen\u00e7a online est\u00e3o utilizando formul\u00e1rio HTML para gera\u00e7\u00e3o de leads<\/a>. Al\u00e9m disso, praticamente metade delas cita os formul\u00e1rios como a ferramenta de melhor desempenho para tal. Nada mal para algo que \u00e9 super f\u00e1cil de configurar e manter ativo em seu site, n\u00e3o \u00e9 mesmo?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Existem 3 tipos principais de formul\u00e1rio HTML para sites e cada tipo tem o mesmo prop\u00f3sito: Te ajudar a gerar leads. No entanto, eles fazem isso de maneiras diferentes:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Formul\u00e1rios Incorporados<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e3o formul\u00e1rios est\u00e1ticos e fixos em um lugar permanente do seu site, geralmente em um rodap\u00e9 ou coluna lateral. Voc\u00ea pode conferir um exemplo nesta mesma p\u00e1gina do nosso blog, onde mantemos um formul\u00e1rio de inscri\u00e7\u00e3o da nossa newsletter na coluna \u00e0 direita.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Formul\u00e1rios HTML com Proposta de Valor<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e3o formul\u00e1rios que oferecem gratuitamente ferramentas ou conte\u00fados de valor em troca de informa\u00e7\u00f5es de contato de um usu\u00e1rio. Como exemplo temos os formul\u00e1rios em landing pages que desbloqueiam materiais logo ap\u00f3s a confirma\u00e7\u00e3o de inscri\u00e7\u00e3o. No Brasil, esses conte\u00fados muitas vezes s\u00e3o chamados de \u201cisca digital\u201d.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Formul\u00e1rios Pop-up<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Esses formul\u00e1rios \u201csurgem\u201d em algum lugar da p\u00e1gina em um momento ou local pr\u00e9 determinados. Eles s\u00e3o utilizados para chamar a aten\u00e7\u00e3o do usu\u00e1rio numa situa\u00e7\u00e3o considerada oportuna. Voc\u00ea pode incluir, por exemplo, um <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/introduzindo-formularios-de-inscricao-popup\/\" target=\"_blank\" rel=\"noreferrer noopener\">formul\u00e1rio pop-up<\/a> na p\u00e1gina inicial de sua <a href=\"https:\/\/www.jivochat.com.br\/blog\/ecommerce\/sites-para-criar-loja-virtual.html\" target=\"_blank\" rel=\"noreferrer noopener\">loja virtual<\/a>. No texto do cabe\u00e7alho do formul\u00e1rio voc\u00ea pode oferecer um desconto na primeira compra para aqueles que se inscrevem em sua lista.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Um formul\u00e1rio HTML pode ser \u00fatil em todas as fases da jornada de compra. Todos eles certamente oferecem uma utilidade no processo de gera\u00e7\u00e3o de leads. Mas diferentes tipos de formul\u00e1rios podem ser mais \u00fateis em determinados momentos do que outros. Al\u00e9m disso, podem oferecer benef\u00edcios adicionais. Por exemplo, embora um formul\u00e1rio incorporado possa chamar a aten\u00e7\u00e3o nos <a href=\"https:\/\/br.hubspot.com\/blog\/marketing\/o-que-e-a-jornada-do-comprador-e-como-funciona\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">est\u00e1gios de consci\u00eancia, considera\u00e7\u00e3o e decis\u00e3o<\/a>, os formul\u00e1rios pop-up tendem a ter mais impacto no est\u00e1gio de decis\u00e3o, quando os usu\u00e1rios j\u00e1 interagiram com seu site e decidiram que gostaram do que foi visto l\u00e1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Onde_os_Formularios_Devem_Ficar_Localizados_em_um_Site\"><\/span>Onde os Formul\u00e1rios Devem Ficar Localizados em um Site<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00e3o importante quanto utilizar um formul\u00e1rio HTML \u00e9 se certificar de inclu\u00ed-lo no lugar certo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pesquisas sobre o comportamento do consumidor nos mostram que as pessoas t\u00eam maneiras bem distintas de ler e interagir com as p\u00e1ginas da internet. Para obter o m\u00e1ximo proveito de seus formul\u00e1rios de inscri\u00e7\u00e3o, \u00e9 importante coloc\u00e1-los em algum lugar que acompanhe de forma l\u00f3gica o layout de sua p\u00e1gina. Al\u00e9m \u00e9 claro de fazer sentido de acordo com o n\u00edvel atual de engajamento dos usu\u00e1rios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pode parecer que incluir seu formul\u00e1rio no topo da p\u00e1gina inicial \u00e9 a melhor maneira de chamar a aten\u00e7\u00e3o. Mas os usu\u00e1rios que acabaram de acessar sua p\u00e1gina podem n\u00e3o se sentir prontos ou seguros ainda a ponto de fornecer suas informa\u00e7\u00f5es de contato. \u00c9 por isso que voc\u00ea geralmente ver\u00e1 formul\u00e1rios incorporados no rodap\u00e9 ou em uma barra lateral. Ambas essas posi\u00e7\u00f5es sugerem que j\u00e1 houve alguma intera\u00e7\u00e3o na p\u00e1gina.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Formul\u00e1rios com proposta de valor e formul\u00e1rios pop-ups n\u00e3o possuem regras t\u00e3o r\u00edgidas assim. Em todos os casos, no entanto, voc\u00ea pode testar diferentes posicionamentos. Assim voc\u00ea ver\u00e1 por conta pr\u00f3pria onde seus formul\u00e1rios t\u00eam maior impacto.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Como_se_Certificar_de_que_seu_Formulario_HTML_e_Eficaz\"><\/span>Como se Certificar de que seu Formul\u00e1rio HTML \u00e9 Eficaz<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Por \u00faltimo, mas n\u00e3o menos importante, vamos falar sobre o que torna o formul\u00e1rio HTML de um site eficaz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O elemento b\u00e1sico, \u00e9 claro, \u00e9 o texto (ou <i>copy<\/i>). Ele deve ser bem escrito e conciso, sendo muito claro em seu prop\u00f3sito. Ou seja, n\u00e3o diga que voc\u00ea est\u00e1 coletando as informa\u00e7\u00f5es para uma coisa e depois utilize-as para outra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voc\u00ea raramente vai conseguir algo de gra\u00e7a. Certifique-se de estar oferecendo algo de valor em troca das informa\u00e7\u00f5es de contato de algu\u00e9m. Veja abaixo alguns exemplos:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Inscri\u00e7\u00e3o em sua <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/nos-amamos-newsletters\/\" target=\"_blank\" rel=\"noreferrer noopener\">newsletter<\/a><\/li><li>Download de um ebook, guia, relat\u00f3rio de pesquisa, etc.<\/li><li>Inscri\u00e7\u00e3o para um webinar ou curso online<\/li><li>Inscri\u00e7\u00e3o para receber uma demonstra\u00e7\u00e3o ou uma consulta<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A partir da\u00ed, cumpra com o que voc\u00ea prometeu. Novamente, enganar seus contatos prejudicar\u00e1 a integridade de sua marca e criar\u00e1 uma m\u00e1 impress\u00e3o aos seus novos leads. Isso \u00e9 algo que pode ser muito dif\u00edcil de se recuperar. Ao contr\u00e1rio, voc\u00ea pode valorizar cada novo lead enviando um <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/obtenha-320-a-mais-de-faturamento-com-emails-de-boas-vindas-estrategias-que-nao-dependem-de-sorte\/\" target=\"_blank\" rel=\"noreferrer noopener\">email de boas-vindas<\/a>. Os emails de boas-vindas t\u00eam uma <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">taxa m\u00e9dia de abertura de 82%<\/a>, portanto, aproveite para incluir conte\u00fados que impulsionam a convers\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por fim, se o formul\u00e1rio n\u00e3o for utilizado para cadastros em sua newsletter, inclua uma maneira de os usu\u00e1rios aceitarem receber seus emails (ou seja, inscri\u00e7\u00f5es <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/o-que-e-opt-in\/\" target=\"_blank\" rel=\"noreferrer noopener\">opt-in<\/a>), fornecendo os dados pessoais para outra finalidade. O opt-in \u00e9 uma caracter\u00edstica essencial para o email marketing e os formul\u00e1rios de inscri\u00e7\u00e3o s\u00e3o um lugar fant\u00e1stico para coletar contatos. Ent\u00e3o voc\u00ea pode incluir uma caixa na parte inferior do formul\u00e1rio onde os usu\u00e1rios podem marcar ou n\u00e3o se querem receber sua comunica\u00e7\u00e3o com mais frequ\u00eancia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusao\"><\/span>Conclus\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os formul\u00e1rios facilitam a coleta de leads e torna mais f\u00e1cil para clientes em potencial sinalizarem para voc\u00ea que est\u00e3o interessados em sua marca. Utilize isso com sabedoria e voc\u00ea n\u00e3o precisar\u00e1 se preocupar em investir todo o seu tempo na gera\u00e7\u00e3o de leads.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ter um formul\u00e1rio HTML \u00e9 essencial para a sua estrat\u00e9gia de inbound marketing. Se usados estrategicamente, eles podem transformar visitantes frequentes do seu site em Leads. Voc\u00ea pode ent\u00e3o nutrir e eventualmente converter esses leads clientes. Al\u00e9m disso, se voc\u00ea \u00e9 uma das 63% das empresas que relatam que a gera\u00e7\u00e3o de tr\u00e1fego e leads&hellip;<\/p>\n","protected":false},"author":44,"featured_media":23133,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2217],"tags":[],"class_list":["post-23131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-na-pratica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guia B\u00e1sico de Formul\u00e1rio HTML - Benchmark Email<\/title>\n<meta name=\"description\" content=\"Veja por que \u00e9 importante ter um formul\u00e1rio HTML em seu site, quais seus principais tipos e como garantir na pr\u00e1tica boas taxas de inscri\u00e7\u00f5es.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/guia-basico-formulario-html\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guia B\u00e1sico de Formul\u00e1rio HTML - 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