HubSpot – What You Can (and Should) Ask for on Your Landing Page Forms
Your lead generation forms can make or break your online conversion goals. Because of this, very few other page elements receive quite as much attention as the lead-capture form. In fact, 56% of marketers consider optimizing form logic to have a very significant impact on website performance, and another 46% consider optimizing their form layout to have a very significant impact as well, according toMarketingSherpa.
So why is the form so vital? Well, it’s basically the entire point of a landing page — and the entire crux of lead generation! We marketers need our prospects to provide us with their contact information, because once we have that, we can define these people as leads and funnel them into our various marketing campaigns. And the more intelligence you have about the leads in your contacts database — whether it be personal information, information on their website activity and behavior, or both — the better you can segment, target, nurture, and effectively market to them. Thus, the better the likelihood that you’ll be able to close them as customers!
The importance of lead-capture forms means you can sift through quite a lot of research on exactly what information to ask for on your lead generation forms. And after two years researching landing pages, I have spent a lot of time knee deep in these statistics.
What I’ve learned is, there’s no hard and fast rule that governs what fields are mandatory for all landing page forms. Instead, marketers need to review their sales and lead generation goals and balance how much information they absolutely need from their leads vs. how much information those prospects will actually provide on a first form.
Seem like a tall order? It really all boils down to thinking strategically about your marketing goals, and making sure your online tools — such as your lead gen forms — match those objectives.
Follow these steps to help you determine what information you can (and should be) asking for on your forms.
Step 1: Understand Page Friction
Think fast! How much information can you get someone to agree to give you in six seconds?
That’s right: You have roughly six seconds from the time a reader visits your site until they decide whether or not to click the back button. While this statistic is most commonly quoted for website optimization, you can also use this rule of thumb to gauge the attention span of people who are deciding to fill out your forms.
So if you have a limited time to grab a visitor’s attention, you want every part of your site doing its job. And to help you do just that, you also need to eliminate any friction on your landing pages. Friction is any element of your website that is confusing, distracting, or causes stress for visitors, which can make them leave your page and, thus, abandon your form. Examples of friction-causing elements include dissonant colors, too much text, distracting website navigation menus, overwhelming the landing page with additional calls-to-action, and … landing page forms with too many fields.
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