Forms are key to a landing page. Without them, there is no way to “convert” a visitor into a lead. Forms come in handy when it’s time for people to sign-up, subscribe, or download an offer.
Once you have captured the data from the form submission into your CRM, the automation process and lead nurturing can commence.
Here’s our top 3 tips on optimising forms on your landing pages.
The right length.
You might be wondering how much or how little information on a form you should ask for or require (ie must be completed for the form to submit).
There is no magic answer when it comes to how many fields your form should contain, or how many are ‘required’ to be filled, but as a rule of thumb, only ask information that you really need.
The fewer fields you have on a form, the more likely you are to receive more form submissions. This is because with each new field you add to a form creates friction (more work for the visitor). A longer form looks like more work and sometimes will be avoided altogether. But 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.
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 the default word on your button: “SUBMIT.” 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 product information sheet, the submit button should say, “Get YourInfo Sheet.” Other examples include:
- Download whitepaper
- Get your free ebook
- Join our Newsletter
TIP: Make the button big, bold and colourful. Make sure it looks like a button and appears “clickable”.
Reduce anxiety with proof-elements
People are more reluctant 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 relieve form-submission-anxiety:
- If your form requires sensitive information, include security seals 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 insurance review, you may want to include a few customer testimonials about your product or service.
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.
And one last tip – customise the default values for an Australian audience. That means, change ZIP to Postcode, and delete ‘Provence’ from the State field.
If at all possible, remove the long list of countries from the selection. Remove Country altogether if you only want Australian leads.
Next week’s blog is on Multi-Channel Lead Generation. We’ll talk about using email marketing, social media, blogging, organic search, and testing.