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Lead Capture Software

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Buyers Guide

Lead Capture Software

What is lead capture software?

Lead capture software helps sales and marketing teams collect and store information about potential customers or leads. It collects details of prospects who have shown interest in a product or service, including their names, contact information, and degree of interest in the offering. Most lead capture tools offer customizable forms, pop-up boxes, or embedded widgets to prompt visitors to share their contact details. The collected information is then stored in a database, enabling businesses to initiate follow-ups through targeted marketing campaigns or sales efforts. 

Beyond data collection, lead capture software plays a crucial role in converting website visitors into potential customers. It lets businesses engage with prospects and guide them through the sales funnel, building relationships with leads and enhancing the likelihood of converting them into paying customers.

What are the core features of lead capture software?

  • Contact database: Store and organize prospects’ information, including their names, contact details, and interaction history, in a centralized database. You can search, filter, and update the contact information of customers or leads. You can also categorize contacts based on different parameters such as industry and location, ensuring targeted marketing campaigns.

  • Dashboard: Visualize key performance indicators (KPIs), metrics, insights, and other data related to lead capture. A dashboard uses charts, graphs, maps, etc., to visually represent real-time updates on the number of leads captured, conversion rates, sources of leads, and more.

What are the benefits of lead capture software?

  • Reduces data entry errors: Lead capture software automates the process of collecting and entering lead data into your system. It pulls information directly from sources such as emails, digital forms, and social media profiles, reducing the likelihood of data entry errors such as typos or inaccuracies. This automation not only ensures the information you collect is reliable but also saves valuable time that you would otherwise spend on manually correcting the errors.

  • Enhances the lead qualification process: Lead capture software solutions use customizable forms and targeted data collection to gather specific information from potential customers. It segments leads based on their behaviors, engagement levels, or demographics to help identify high-quality prospects. This approach enables your sales team to focus on leads more likely to convert, saving them time and increasing efficiency.

  • Personalizes opportunities: With the detailed information gathered through lead capture forms, your business can personalize interactions with prospects. This personalization can extend to email campaigns, targeted content delivery, and sales outreach. By understanding each lead's specific needs and preferences, your marketing and sales teams can create more relevant and engaging interactions, increasing the likelihood of conversion.

What are the potential issues with lead capture software?

  • Duplicate entries: If the software fails to identify identical or similar lead information, you may end up with duplicate entries. Duplicate entries can lead to confusion, inefficiency, and an inaccurate representation of the actual number of unique leads.

  • Limited customization options: Your business may have specific lead management needs or guidelines to adhere to. For instance, you may need to capture specific product preferences, budget ranges, or technical expertise to qualify leads accurately. If the software lacks flexibility in terms of customization, it may restrict your ability to tailor lead capture forms and fields per your specific needs. This could result in irrelevant or insufficient data collection, compromising the quality of leads generated and affecting your marketing strategies and sales outcomes.

  • Inaccurate data collection: While automation can streamline data collection, it can also introduce inaccuracies if not implemented carefully. Faulty algorithms, system glitches, or incomplete integrations with other platforms can lead to missing data, inconsistencies, or duplicate entries, affecting the overall quality of your leads. Inaccurate data can also result in misguided marketing efforts, wasted resources, and a negative impact on your decision-making.

How much does lead capture software cost?

Most lead capture software products on the market are priced on a "per month, per user" basis, and their entry-level pricing plans range from $8 to $156+*. An enterprise lead capture tool that’s priced higher may include additional features such as advanced analytics and reporting, marketing automation, advanced lead management, lead qualification, customization and branding, enterprise-level security, and dedicated support and training.

*The pricing included is for the entry-level/lowest-priced offerings found on vendor websites as of Nov. 28, 2023.

What is lead capture software used for?

Lead capture software helps engage your audience and generate more leads. However, this software can have multiple use cases based on the data you feed into the system and the available software features. 

  • Sales enablement: Your sales team can use lead capture software to collect data such as prospects’ contact details, preferences, and purchasing behavior. This information aids in creating targeted sales strategies and understanding customer needs better. The captured data can automatically populate your CRM system, giving your sales team a real-time view of hot leads and enabling them to personalize their approach to close deals faster.

  • Email marketing management: For email marketing processes, lead capture software can help build and expand your subscriber lists. It facilitates the collection of email addresses and additional lead data, enabling your marketers to create targeted and personalized email campaigns. Additionally, the software facilitates the transfer of your captured leads to the mailing lists, allowing your marketers to nurture leads, send targeted content, and drive engagement through effective email communication.

  • Surveys and feedback collection: Lead capture software simplifies the survey creation process, as it requires minimal technical knowledge or expertise to design surveys. It helps craft visually appealing surveys that can be easily shared. You can customize survey forms by adjusting the fields and design elements to suit your specific needs. Additionally, the software provides various survey templates, standardizing data collection, questionnaire formulation, and lead generation processes.

Which tools integrate with lead capture software?

Lead capture software integrates with various tools to enhance functionality and streamline marketing. We looked at thousands of reviews from users of lead capture software to identify products that users frequently mention integrating with their lead capture tools:

  • HubSpot CRM, a customer relationship management (CRM) platform, integrates with lead capture software to centralize customer data, allowing for more effective lead nurturing, personalized communication, and streamlined sales processes.

  • Zapier, an automation tool that connects different apps, integrates with lead capture software to enhance the software’s automation capabilities. For instance, when a new lead is captured, Zapier integration can trigger actions such as sending emails, creating tasks, or updating spreadsheets across applications.

  • LinkedIn, a professional networking platform, integrates with lead capture software to import and sync lead data. This integration facilitates the identification of potential leads on LinkedIn and automatically adds them to the lead capture system.

  • WordPress, a content management system, integrates with lead capture software to enable the creation of customizable and branded lead capture forms on websites. This integration helps capture leads directly from your website visitors.

  • Calendly, a scheduling tool, integrates with lead capture software to enhance the scheduling process for your sales and marketing teams. When a lead expresses interest, they can seamlessly schedule a meeting or demo through Calendly.

*We identified these integrations mentioned most often in verified reviews of lead capture software published on GetApp within the past two years (as of Nov. 28, 2023).

Considerations when purchasing lead capture software

  • Assess data extraction and segmentation capabilities. The software should capture lead information as well as enable the extraction of meaningful insights, including lead preferences, behavioral insights, and conversion paths. These insights can help your marketing and sales teams create more accurate, detailed profiles of potential customers. Additionally, look for features that enable lead segmentation based on various criteria, such as demographics, behavior, and lead source. Effective data segmentation ensures targeted marketing efforts, allowing you to tailor messages and strategies to specific audience segments.

  • Consider the ease of customization in lead forms. Lead capture software that offers flexible customization options enables you to create forms that align with your branding and capture the specific lead information your sales team requires. The ability to add, modify, or remove fields easily ensures you can adapt the lead capture process to changing business needs without relying on extensive technical support.

  • Evaluate reporting and analytics capabilities. The software you choose should be able to generate comprehensive reports on lead conversion rates, sources of leads, and other key performance indicators. These reports help understand lead behavior, track conversion rates, and measure campaign effectiveness. These insights can direct your marketing strategies to maximize ROI by focusing on what works best for capturing leads. Moreover, real-time analytics offer valuable insights, helping you make data-driven decisions to optimize your lead generation and conversion strategies.


Products evaluated for the pricing calculation were taken from GetApp's lead capture software directory. The pricing ranges exclude freemium versions of the products. The features highlighted were identified based on their relevance and the percentage of products in GetApp's directory that offer them.

Disclaimer: This lead capture software buyers guide was authored by GetApp's content team. We develop our guides using the author’s expertise, insights from 2M+ unique user reviews, and our proprietary data science algorithms to identify trends in user sentiment, preferences, and priorities. Some text was generated with assistance from AI tools.