When it comes to lead-capture forms on your landing page, design is crucial to conversion. From form length to button placement, many factors play a role in effectiveness. In addition, the form must be appealing to the leads who are most likely to become customers. Here are four strategies for making sure you’re creating the most effective lead form possible:
Capturing attention begins with positioning. Burying a form at the bottom of a landing page below a mile of content is a great way for your form to never be seen. Instead, place the form “above the fold” so it’s one of the first things that site visitors see. Many sources recommend placing the fold near the top right corner, which sits naturally with the common “F” shape pattern the human eye follows when viewing the landing page. Along with the form itself, include some incentive — such as a Whitepage or eBook — for filling it out. An image to help put leads’ attention on the form is generally beneficial.
Keep Friction to a Minimum
It’s a good idea to keep friction — or the number of form fields — to a minimum. Overwhelming someone who has just discovered a brand will reduce the chances of them completing a form. The fewer the fields, the simpler the form and the more likely the user is to complete it. Forms may also be seen as an interruption to one’s train of thought, so using minimal content to keep the duration of that interruption short will help prevent the visitor from skipping the form altogether.
Quantity vs. Quality
In the previous point, we touched on minimizing the number of fields. This leads into the next item, which is quantity versus quality. Quantity and quality are directly related to form length, because a short form brings in more leads while a long form brings in better leads. If a lead is willing to fill out a longer form, there’s a better chance they’ll end up as a customer. Long forms are great because you can include qualifying questions to establish from the beginning whether the lead is promising. Form length is up to the creator’s discretion and will depend on the type of leads you are targeting. While longer forms are ideal when seeking quality leads, it’s still imperative to minimize unnecessary friction. If the goal is quantity, shoot for no more than five essential fields, as a rule of thumb.
Establish Trust through Privacy
When used correctly, forms can be an extremely effective lead-capture technique. By capturing attention, building trust and attracting quality leads, you are certain to grow your business.