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The One element that must be on your landing pages if you want to convert visitors into leads

The gateway between your site and the visitor? A lead gen form

by Michelle Nessman | December 28, 2018 |

Husband and wife looking at a tablet together at the kitchen table

There are a number of factors that can influence the success of your landing page — the headline, the visual element, the content offer — but the element that brings them all together is the form. Without a landing page form, also known as a lead generation form, there is no way to “convert” a visitor into a lead.

A form works best when it’s placed on a landing page with an offer visitors can't resist. But sometimes even great landing page headlines and compelling calls-to-action don’t lead to conversions.

If you want to capture the majority of visitors to your site, then you need to optimize your forms. Here are four tips for optimizing your conversion forms.

1. Only Ask for Information You Must Have

You might be wondering how much or how little information you should require with a form. There is no magic answer when it comes to how many fields your form should contain but the best balance would be to collect only the information you really need.

The fewer fields you have in a form, the more likely you will receive more conversions. This is because with each new field you add to a form, it creates friction (more work for the visitor) and fewer conversions.

A longer form looks like more work, and sometimes it will be avoided altogether. On the other hand, the more fields you require, the better quality those leads might be.

The best way to determine what works best is to test it.

2. Make Your Submit Button Say Something Other Than “Submit”

To submit or not to submit — that is the question most of your visitors are asking. One of the best ways to increase form conversion rates is to simply NOT use default word on your button: “SUBMIT.”

If you think about it, no one wants to “submit” to anything. Instead, turn the statement into a benefit that relates to what they are getting in return. For example, if the form is to download a free guide, the submit button should say, “Get Your Free Guide.”

Another helpful tip is to make the button big, bold, and colorful. Make sure it looks like a button (usually beveled and appears “clickable”).

Reduce Anxiety with Proof Elements

People are more resistant to give up their information these days, especially because of the increase in spam. There are a few different elements you can add to the form or landing page to help reduce a visitor’s anxiety to complete the form:

  • Add a privacy message (or link to your privacy policy) that indicates their email address will not be shared or sold.
  • If your form requires sensitive information, include security seals, a BBB rating, or certifications so that visitors know their information is safe and secure.
  • Adding testimonials or customer logos is another great way to indicate social proof. For example, if your offer was for a free trial, you may want to include a few customer testimonials about your product or service.

Make the Form Appear Shorter

Sometimes people won’t fill out a form just because it “looks” long and time-consuming. If your form requires a lot of fields, try making the form look shorter by adjusting the styling.

For example, reduce the spacing in between fields or align the titles to the left of each field instead of above it so that the form appears shorter. If the form covers less space on the page, it may seem as if you’re asking for less.

You can also hide fields on a form that auto-populate for a visitor who has filled out one of your forms before.

The ultimate goal of a landing page form isn’t to sell a product — it’s to capture your target audiences’ personal information. Simplify your landing page and lead gen form to convert visitors into leads and customers.

For more best practices for every aspect of lead generation to help bolster your conversion rates, download 2019 Healthcare Marketing Tips and Tricks for Generating Online Leads.

2019 Healthcare Tips and Tricks for Generating Online Leads

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