If you’re serious about turning your site traffic into a strong list of leads, then you should absolutely consider adding lead generation forms to your company’s webpage, if you haven’t already. If you’re already using lead gen forms and account sign up then be sure you’re doing everything possible to optimize your efforts and spend.
A lead generation form, otherwise known as a lead capture form, allows your business to request important information from site visitors. That personal information, like an email address, is usually stored and organized for further remarketing efforts. In this article, we’ll uncover four vital touchstones of high-impact lead generation forms.
1. A Well-Located Form That Pops Up in All the Right Places
The most important thing about your lead generation form is that potential customers actually stumble upon it. Strategically place forms where you believe site visitors will look, and don’t be afraid to check data and analytics frequently to validate your placement.
You will place your form above or below the fold. “Above the fold”, an old newspaper term, means the form is visible to the potential lead at once, without any scrolling or other action. These forms are much more likely to be filled out.
“Below the fold” forms are not instantly viewable; they require some action or scrolling by the visitor. Of course, you can use calls to action (CTAs) and other pop-up buttons to push users to the out-of-sight form.
2. An Attractive Form That’s Readable, Responsive and On-Brand
Your lead generation forms should be beautiful, not busy. For best results, keep designs simple. Make the form and each of its fields clean and easy to read.
You’ll also want to ask your web developer to make sure your form is responsive and looks great on mobile devices, not just desktops. Lastly, ensure your form is on-brand. Use company colors and language that’s in line with your business’s traditional messaging.
3. A Form That’s Not Too Short and Not Too Long
The sweet spot for a lead generation form is three to five fields—but every business is different. Need to include extra questions? Think critically about why you need all this extra information. Longer forms may cause some lead form abandonment, but the leads who do complete the form will likely be very high-quality.
You can also talk to your web developer about enabling pre-filled fields—the same functionality that makes shopping online all too easy.
If you fear site visitors are beginning to fill out your forms but are failing to complete the task, don’t worry. There is capture technology that allows you to recover lost leads’ information and remarket to them, encouraging them to finish what they started.
4. A Form That Says All The Right Things
Generally, lead generation forms request relatively simple information from site visitors. Almost all lead forms request a name and email, but everything else depends upon the information your company needs to properly nurture leads.
B2B companies will want information on leads’ employers. B2C companies might want to know leads’ ages, genders and zip codes. A good rule of thumb: if you find you’re soliciting information you aren’t using, then stop asking for it.
Of course, you’ll also want to give visitors a reason to submit. Sometimes that’s an offer for a discount, a free consultation or an enticing piece of content. Remember to keep updating these as your marketing campaigns change.
MOV•ology™ LLC provides real-time automated web form abandonment solutions to increase ROI using our Patented Technology
(US Patents 9,280,531, 9,286,282, 9,589,281 & 10,042,838).
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