The main goal of a lead capture form is to entice users to submit contact information in exchange for valuable or content-related items like a discount or e-book. These forms serve as a crucial element in your marketing toolbox because they direct fresh leads your way. Additionally, you can use the information gathered to sell your products, services, and/or content. Conversion rates and the success of your lead generation forms are directly impacted by their design. All could be lost if your forms aren’t user-friendly. Luckily, we’re here to help. In this post, we will discuss the crucial elements of an effective lead capture form.
1. The Form’s Positioning- Lead Capture Form
First and foremost, you need to ensure that your lead capture form is visible and easy to find on the landing page. A well-designed form shouldn’t require the reader to actively scroll down the entire page to find it.
On the other hand, you should be careful not to put off users who might be hesitant to provide information. Consider the following two form positioning strategies:
- Next to the image of the content offer. A visual representation of the content placed next to the lead capture form is a great way to remind users what they will receive in exchange for providing some basic info.
- At an auto-scroll page’s bottom. This placement makes sure the content you are offering is prominent so a user can properly assess if it is worth downloading it.
2. The Form’s Length
So, how long should your lead capture form be? If your form is shorter, you will generate more leads because more users will typically be inclined to fill it out. However, when site visitors are eager to complete more form fields and divulge more details about who they are and what they’re looking for, the quality of the leads will be higher.
Nevertheless, you should take care not to make the form too lengthy because potential customers might decide it is not worthwhile for them to fill out so many fields. Finding a nice balance between gathering a sufficient amount of information and not pestering people with questions they aren’t ready to answer is the key.
3. The Form’s Fields
The next question is, what information to ask for? Your aim should be to gather enough data through your lead capture form to allow you to get in touch with the lead and qualify it.
To obtain contact details for the lead, use fields like name and email. When it comes to qualifying the lead, include fields that will help you determine how strong the lead is, i.e. how likely it is that the person will become a customer. You might include fields like the name of the company, website, and job position. Then include a question that will help you determine whether they need your product and/or whether they are likely to purchase it.
4. The Privacy Policy- Lead Capture Form
Security is one of the main concerns that prospective customers have when it comes to filling out lead capture forms. You must gain your visitors’ trust before asking for any personal information.
Place a link to your privacy policy right next to the area where visitors are asked for their contact information. Display your company logo, as well as testimonials from satisfied clients. Use a guarantee seal, third-party security certificate, or authority endorsement of some kind. A website that appears trustworthy will help users who are reluctant to give sensitive information to feel less anxious.
5. The Submission Button- Lead Capture Form
The button that the user must click to submit the lead capture form is the final significant component. The most commonly used text for this button is typically “Submit”, but research has found that pages with “Submit” buttons have poorer conversion rates than landing pages that use other words. The two variants that perform best are “Go” and “Click Here” because they suggest a smaller time and effort, as well as less commitment than “Submit.”
Final Thoughts on Lead Capture Form
Marketers can use a variety of methods to increase conversions and boost lead generation but using lead capture forms is one of the fastest and easiest ways to achieve this. For best results, ensure that your forms contain the five crucial components outlined in this post. Remember that improved forms promote lead generation, customer experience, and engagement while increasing your total conversion rates.
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