How to Optimize Form Conversion Rates (5) – Landing Page Forms


by 123FormBuilder

This post is part of the Conversion Rate Optimization series on the 123FormBuilder Blog. Check out the other tip articles too – Contact Forms, Sales Lead Forms, Surveys and Feedback Forms.

123FormBuilder form templates

Holidays are knocking at the door, with all their fuss and joy. But not so fast, marketers and internet business owners! It’s time for rolling all the sweepstakes and season’s promotions, and for building some dedicated landing pages on your website to bring the magic to the world. Today we’ll discuss the ins and outs of creating great landing page forms that will rock visitor-to-lead conversions.

The core element of your landing page is the form itself. Your visitors use it to gain access to your offer in exchange to some actionable information they can insert in a few keyboard hits. You convert traffic into leads for your business, gain newsletter subscribers and a flow of valuable prospects that you can further nurture to the point of closing sales.

In theory.

The actual scenario in most cases is slightly different. Visitors land on your page from an outside source that gives too few information about your business (e. g. a Google ad), so they are quite disoriented and unsure whether they’ve come in the right place. Far from having the inner drive of submitting a lengthy form, or getting directly in touch with you. How to overcome the psychological obstacles and screen out the tire kickers, to reach more conversions on your landing page?

The first takeaway: minimize friction.

Your landing page should transmit one key message – that your visitor is one step away from the benefits you advertised. Put yourself in the visitor’s shoes and reassure him that he’s come to the right place. Make it easy to understand what your landing page is about and what’s in there for him. Remove all unnecessary distractions that can stand in the way, like excessive linking or parasite messages.

A lightweight form should be the only call-to-action on your landing page. Make sure you replace the Submit text with an action-based phrase that tells exactly what will be achieved after filling in the form, and reduces friction: Confirm subscription, Order now, Download.

Second principle of success: don’t move too fast.

Ask people for as little effort as you can. There’s a natural reluctance over giving away personal information, which isn’t easy to overcome. Keep a balance between the details you are asking for and the weight of your offer. If you are just taking newsletter subscribers, an Email field would be enough, while if there’s a more consistent gain you can go ahead and elaborate your requests.

5 tips for highly converting landing page forms

  1. Start over by deciding the purpose you would like the form to have. You can use it to offer downloadable goodies (through an email autoresponder containing the download link, or by simply redirecting to the download URL upon form submission). Another good use is to opt in subscribers to your newsletter. You can also let people schedule a free consultation from you. Anything else you would find relevant is good, as long as it contains a clear statement of benefit.
  2. A good privacy policy is golden. The best way to overcome hesitation is to reassure people that the information they submit is safe in your hands. State clearly that you won’t disclose personal details to third parties, and link to your privacy policy if possible, using HTML blocks within your form.
  3. How many required fields should the form contain? According to Search Engine Land, the sweet spot is between 3 and 5 fields. The dilemma is: the longer your form is, the higher quality your information upon the lead, although the fewer people to fill it out entirely. If you aren’t willing to sacrifice precision for better conversions, then consider dividing the form into several steps. With 123FormBuilder you can create any combination of required – unrequired fields. And get rid of the un-smart CAPTCHA!
  4. Slim forms are more appealing. Try compact forms to reduce perceived form length. With our brand new custom themes module, your landing page just got sexier! Hide and display the right combination of fields upon user input, to deliver personalized content-driven questions that match visitors’ interests. Keep in mind that personalization improves conversion.
  5. Place the form above the fold, so people can have a glimpse upon all of its fields without scrolling. The highest converting spot seems to be the upper right corner of your page, where eyes tend to go naturally.

The journey of your lead is just beginning on the landing page. With 123FormBuilder you can take care of it further on: send an autoresponse email to the person who submitted the form, alert the team member who is in charge of it, add the prospect to a mailing list or CRM like SalesForce or iContact, and give your marketing campaigns a head start.

Do you have landing page stories to tell? We would be delighted to hear! Share your thoughts with us in the comments section below.

Leave a comment

Your email address will not be published. Required fields are marked *

You love forms as much as we do?

Then share your form story with us! We will read all the submitted cases and reach out the selected ones for further details. The chosen ones will have a case study created and will be featured in our blog, newsletter and social media channels.