A good form can provide the keys to the kingdom for modern marketers. It has the power to unlock the secrets of consumer behavior, reveal insights on buyer preferences and help you gather feedback on your current campaigns. Most importantly, forms deliver the personal details you need to market to your leads, customize offerings and connect with each individual subscriber in a meaningful way.
Unfortunately, odds are good that your current form isn’t delivering the quality and quantity of email leads you deserve – most likely because it isn’t optimized. The good news? You can tweak design, messaging and strategy to revamp your flawed form into one that converts.
Here are 3 tips to help you reform your form and get more email leads.
1. Don’t ask too many questions.
When using a landing page for lead generation, it’s tempting to ask for a lot of customer data. But this can be a major conversion killer.
Even if you use a feature like Conditional Logic, too many form fields will cause visitors to leave out of frustration – or worse, lose trust in your brand. Remember: Most visitors don’t know you yet. When asking strangers to trust you with personal data, you should only request the information you genuinely need. A one-on-one demo may warrant full names and a phone number, but your email newsletter signup or white paper download might not.
Shorten your forms to as few fields as possible. Over time – as you develop a relationship with your customers and prospects through email, social media and meaningful brand interactions – you’ll earn the right to ask for more information.
2. Give your CTA button prime real estate.
It’s important to remember that if your visitors can’t find your form, they also can’t sign up! Dropping your form in a highly visible spot is a super easy way to boost the number of leads you reel in.
Many landing pages place links in footers for the sake of design. Yes, it looks clean, but it also leads to many missed opt-in opportunities. Make it easy for people to draw a connection: Put your signup form at the top of your landing page next to other engaging content. This will deliver maximum views to your form without requiring page visitors to scroll all the way to the bottom.
3. Use A/B testing to determine which CTA button will get more clicks and deliver more email leads.
If you’re going to take the time to A/B test something, start with your CTA button. It may be small, but it has a lot of elements to test and optimize. And, ultimately, it’s the one part of your site most directly responsible for conversion. Without a CTA button, a prospect can’t become a lead.
A/B testing can help you identify which button will deliver the most leads. Start by testing which button color performs the best. Emma’s guide, The Psychology Behind a Great CTA, taught us that some colors motivate specific behaviors or attitudes in consumers better than others.
For example, the color orange encourages immediate action. Consider orange if you want people to sign up, buy or join right away. Red increases energy and creates a sense of urgency, so try a red CTA button if you’re running a sale, a limited-time offer or selling tickets to an event that’s close to selling out. Yellow is also worth trying – it captures attention and creates low-level anxiety in your site visitors, moving people to action without stopping them in their tracks.
You can also test button variations with text that communicates your unique value proposition and drives people to act. Don’t be afraid to be creative with button copy, but be clear and keep it short. Formstack’s 2015 Form Conversion Report found that the top 10 converting buttons all contained two words or less.
Try any one of these tips (or go crazy and try all three!), and your form will quickly start to deliver the email leads you deserve.
About the Author
Chris is the vice president of marketing for Formstack. He is passionate about setting the vision for Formstack’s marketing department, as well as discovering new ways to drive web traffic and leads.Follow on Twitter More Content by Chris Lucas