Lead forms are a common means of getting customers to connect with your brand. Lead forms can be placed anywhere within your brand's digital presence, but most are commonly deployed on landing pages. Customers are asked to provide, at least, a name, contact email, and short comment for someone within your company to view and respond to. The idea is to turn those lead form queries into conversions that generate money for the company. Lead forms are only as valuable as the potential for those inquiries to convert, and if your lead forms aren't optimized, you may be missing out on versions. If you want to boost the value of lead forms, it's time to up your game. Here are five tips to help you achieve better conversion rates for lead forms.
Place Lead Form Fields Above the Fold
In the era of newspaper dominance, a premium was paid for advertising space found above the fold. Likewise, the most important articles and notices were featured above the fold. The reason was simple. The minute a reader picks up the paper they're going to see everything above the fold without having to thumb through the paper.
Newspapers might take a backseat in the digital world, but the principle of promoting important items "above the fold" hasn't diminished in the least. Users don't want to scroll endlessly through your website trying to find the action fields. The success of lead generation forms is directly tied to visual placement. Nielsen Norman found that 80% of people's web time is spent looking at the information above the fold. If you want higher conversion rates from lead forms, put them above the fold where people will immediately see them.
Read More: How to Optimize Your Lead Forms
Use a Strong Call-to-Action
If you really want visitors to fill out those lead forms and have a higher chance of converting them as customers, you're going to have to do a little bit of selling. A Call-to-Action (CTA) can mean the difference between conversions and bounces from your site. A strong CTA alone can help boost the conversion rate of your lead forms. The language you use in your CTA should convey value to the viewer as a result of filling out the lead form and compel them to click on it.
Limit the Number of Form Fill Fields
Each of the fields on your lead form is going to create some sort of friction for users. People are bound to give a second thought to giving out a primary email address just for fear of being inundated with even more emails. The fewer lead forms you include and less information you ask for, the better your conversion rates will be. With fewer fields to fill out, viewers have less time to second-guess their decision. Some sources have found that longer forms (9 fields or more) have a conversion rate around 10%, while shorter forms (5 fields or fewer) have a conversion rate of 13.4%.
Remember, the point of your lead forms is to secure the lead. You can seek out more information when you contact the customer and secure the conversion at that point. You'll get no conversion without the lead form. Keep lead forms short and simple.
Align CTA with the Language of Broader Content
Lead forms enjoy higher conversion rates when the language of your messaging is consistent across various touch points. Your messaging should sync up across the body copy of a landing page, the headline, the CTA, and the lead form itself. Unbounce found that 90% of site visitorswho read the headline also read the CTA. Even though attention spans are short, viewers are likely to quickly skim through everything. Ensuring synchronous messaging throughout leaves no room for confusion on the part of the reader.
Let Users Know What to Expect a Next
Last but not least, if you want to boost the conversion rate of lead forms you should make sure that users know exactly what will happen next. Don't leave any room for interpretation as to what happens once they click "submit" or "send." By telling them what happens after they fill out the lead form, you remove doubt and drive conversions.
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