At the heart of every landing page should be your lead generation form.
When website visitors land on your page, you need to make sure that they are prompted to complete your lead generation form as quickly and painlessly as possible. You want to make conversion seamless, don’t you? After all, it’s the front door to your conversion funnel, the first interaction they have with you and you with them.
You may have lots of questions going through your mind about what your form is like and is it the best it can be for conversion. These questions may include
- Does my form have too many fields?
- Should I change the button color?
- Will in-field labels help reduce friction?
The only way to truly answer these questions is to run tests and split test changes, and ‘Yes” even you can learn how to optimize your lead generation forms.
Roadblocking your Conversions
If you have any optimised lead generation forms, they are a roadblock for conversion. Yeh, I know…most people just throw up an opt in form and that’s the end of the story. Bad Move!
Unoptimised lead generation forms slows people down, raise questions and they result in uncertainty. How do you know if your forms are working well if your not testing them? Essentially, Unoptimised forms break down your conversion flow. If you don’t spend the time to identify points of friction, test and correct them, your form is leaking future revenue.
On the other hand, an optimised lead generation form is like an open door. It feels like a logical next step for your prospect, it doesn’t raise any red flags, it’s intuitive. It doesn’t interrupt your visitor’s flow and without any hesitation they are signed up and opted in.
There are two central characteristics of an optimised lead generation form:
- A perfected value proposition and
- reduced friction.
A lead generation form is a transaction and it’s a mistake to think of it any other way. You’re asking for valuable private information from your visitors and if you’re unable to offer something in return of high perceived value, it’s pretty much…Game Over!
So think about it from the user experience. What’s your value proposition? What are you using to compel your visitors to complete your lead generation form?
They also need to be as frictionless as possible. If your visitor feels like your asking irrelevant questions, you’ve got it all wrong. Optimised lead gen forms feel so painless that visitors don’t have to think about it. They’re simply going through the motions, it’s smooth sailing and doesn’t feel like they are jumping through hoops.
Understanding Your Conversion Problem Areas
Before you even think about beginning optimising based on whatever you believe to be best practice and hoping for the best, you need to take a step back and conduct the proper conversion research. What worked for a competitor won’t necessarily work for you. What worked on your last site might not necessarily work for this one. So, be aware…if a so called expert tells you “This will increase your conversions”…run!
You may have fallen into the trap of thinking fewer form fields will increase conversions, when in reality it turns out to be the case of more descriptive field labels. You might have been told or heard that using “Your” for your button copy will outperform the competition, when “My” results in more clicks. The list is literally endless and it goes on and on.
Start with some basic tools like Formisimo and Hotjar to see how your visitors engage with your site.
Then ask and analyse…
- What fields are resulting in bounces?
- What fields are producing the most errors? and
- What fields take the longest to complete?