6 Things to Include in Your Lead Generation Forms
You've already put a lot of effort to get people to your website – now you just need to get your visitors to fill in a form. Whether the goal is to get new subscribers or to identify prospects, there are some elements which are common to every successful lead generation form.
Take a look at your lead conversion forms and ask yourself if all of the following seven important elements are included:
- Call to action: You probably know this already, but it never hurts to repeat that you need to make it easy for your visitors. Tell them exactly what you want them to do and place your call to action prominently so there's no confusion about what you're trying to achieve, whether it's asking them to sign up for a newsletter or a request form for further information.
- Keep it simple: Your form doesn't need to be complicated. Along with a short call to action asking visitors to sign up for further information, it should have as few fields to fill out as possible. Some forms are more complex than others by necessity (for instance, a form for insurance quotes). In these cases, you can make it easier to fill out by offering drop down menus with a range of possible responses for visitors.
- Design: Your lead generation form doesn't need to be a masterpiece of graphic design, but paying a little attention to the small things like fonts and color schemes can make a big difference to the effectiveness of your lead generation efforts. Also make sure that the website on which the form is placed, does not contain any elements that distract the visitors' attention. This might let suffer the conversion rate.
- Mobile friendly form: Mobile users make up a large and quickly growing proportion of web traffic. If you want to reach this enormous segment of the marketplace, make sure that your forms are mobile friendly. The goal should always be to make things easy for your visitors, no matter what device they're using.
- Pre-filled forms: You shouldn't ask returning customers to fill out the same form fields over and over again. Instead, you may pre-fill the customer's information once some key information such as name and email is inserted. Using such a technique will reduce the time to complete the form and therefore results in a potentially higher conversion rate for you.
- Testimonials: Well written copy is only part of what convinces visitors to take action. You also need to establish credibility with readers quickly and one of the best ways to do that is by using testimonials. Testimonials position your business as a trusted source of useful information and if placed next to a form, they may help to increase conversion rates.