Six Building Blocks of a High-Converting Lead Generation Form

Six Building Blocks of a High-Converting Lead Generation Form

Author: Ashley Walsh / Source: MarketingProfs Let's be honest for a minute… People don't like online forms (gasp!). And it's not hard t

What Makes a Great Whitepaper?
What’s the Best Way to Get Qualified Leads? Nothing Beats a Blog
The Content Marketer’s Guide to Lead Generation

Let’s be honest for a minute…

People don’t like online forms (gasp!). And it’s not hard to see why: Online forms require extra work (and time) and typically stand in the way of a consumer’s getting what he or she really wants—such as a piece of content or access to software.

That’s not great news for marketers who are tasked with converting website visitors into customers through lead generation forms.

Luckily, there are proven ways to reduce form friction and get prospects to hand over their valuable information. Here are six building blocks of forms that convert well.

1. Curb Appeal: Focus on Form Appearance

If you want to see good results with your lead generation form, you have to focus on initial attraction. Potential customers will fly past your form if it doesn’t stand out on the Web page.

When building an online form, you need to consider each of your form’s attention-grabbing elements, including where it is placed on the page, what colors it uses, and how it is laid out.

In general, you should keep your form simple and avoid too many visual distractions (especially if you hope to convert mobile visitors). And you should use colors that invoke trust or motivate action, such as blue, green, and orange.

In addition, your Submit button should be the stand-out element on the form. If you want to draw as many eyeballs and submissions as possible, the button should use a color that contrasts with surrounding colors and it should be big enough for visitors to click or tap on any device.

2. Solid Foundation: Consider Form Fields and Order

But it doesn’t matter how pretty your form looks if it’s not built on a solid foundation. That means the fields you include on your form matter—a lot.

Lead generation forms are a great way to get to know your leads, but you don’t want to scare them away with too many unnecessary fields. Aim to include only those fields that are crucial to your campaign or marketing strategy.

For example, if you’re looking for blog subscribers that you can nurture, you probably don’t need more than an email address field. If you’re looking to gather high-quality leads, however, you’ll likely need more than a single field.

In the latter case, making certain fields optional lowers the fear of submitting information. Or use your form to create a multistep conversion process that puts low-friction or high-converting fields first.

3. Visitor Experience: Use Conditional…

COMMENTS

WORDPRESS: 0
DISQUS: 0