10 Steps to Creating High Converting Lead Forms

If you’ve ever requested a demo, signed up for a free trial, or downloaded an ebook, chances are you used a form to do so. Forms are an easy way to capture consumer information, but what’s the secret to getting consumers to complete them? We’ve got some easy tips to help you optimize your forms, and get your consumers to submit.

1. Don’t neglect placement

Above the fold real estate is a prime place for your lead form. This area has increased engagement and receives the most visual exposure. To make it even easier, try placing an additional lead form below the fold to provide consumers the opportunity to fill out the form when they want, without having to scroll back up to the top. If you don’t want to have an additional lead form on your page, try using light boxes or pop-ups below the fold. Making the process as fluid as possible for the user is the key to lead form success.


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2. Less clutter, more action

Large amounts of text on a page can be overwhelming. Give clear and concise information about what your business offers so the consumer doesn’t have to wade through endless blurbs of text to get what you could have just listed out in a few bullet points.

3. Keep it simple

While capturing as much information as possible is nice to have, it creates more work for consumers. Try to limit the number of fields on your forms to keep only the information that is necessary. The less form fields you have the more likely a consumer will fill out the form. Let’s be real, when someone is looking for a service or product they don’t want to fill out a long, tedious form.

4. Make fields optional when you can

Quick forms lead to quick conversions. The more you know about your consumers, the better you can tailor their options, however this can lead to clunky forms. Optional fields allow consumers to fill out information if they wish, but also allows them to bypass the fields they might not want to share. This way you can maintain higher conversion levels, while still providing the opportunity to capture more consumer information.

5. Chunk it out

If you are unable to sacrifice your form fields, try using a multi-page form. Breaking up your form into smaller sections per page will appear less daunting to consumers compared to a form with 10 fields on a single page. This method helps to organize your form fields and make the form appear more manageable for the user. Don’t forget to show a progress bar at the bottom to ensure consumers complete the form without wondering when it will end.

6. Provide context

Form filling can be confusing. Providing information in form fields can help guide consumers through the process. Descriptions, subtitles, and examples can all help guide users. You can let consumers know why you are requesting each information point, making them more comfortable to share their information. Leaving an example phone number or address can help nudge customers into submitting information in the format you want.

7. As-it-happens

When a consumer completes a form, they expect to be finished with the process. This is disrupted when they receive error messages after submitting. The chance they go back and correct their mistakes is less than likely. Reduce form friction by indicating that each field was done successfully or with error. A simple green or red highlight will do the trick.

8. Make the buttons (CTA) obvious

Help make it obvious as to what consumers will receive when they submit the form. Whether it is requesting information, or signing up for a newsletter, the more consumers know why their information is requested, the more likely they are to complete the form. Make the buttons big, easy to read, and short. The more compelling and clear your call to action is the more likely consumers will convert.

9. Looks are everything

Plain and simple, build a form that’s visually appealing. Everything from size, color, and design, your consumers will be judging it on legitimacy and speed. Using principles on color contrast, visual clarity, white space, and visual hierarchy will help make your lead form look good to increase conversions.

10. Be mobile friendly

With computers in their palms, consumers are using hand held devices more than ever to search for the information they need. That means your visitors need to have consistent, positive interactions with your website no matter the device they’re on. It is vital you optimize your site and forms for mobile, otherwise consumers will not hesitate to exit the page.

Ready to roll out?

By requiring as minimal user input as possible, and making the essential data-filling feel as painless as possible, you can help enhance the user’s experience on your site. Building lead forms takes time and consideration, but it’s worth the effort when you start seeing conversions roll in. With these actionable tips, you can ensure your lead form converts at optimal capacity.

Read more: How to Create User-Friendly Lead Forms

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