It doesn’t matter if you’re an opera singer or are unbelievably tone deaf, if you’re a marketer and are currently deciding on the design of your lead capture form then you’ll feel no hesitation in belting out U2’s “With or Without You”.
Because it is hard to figure out whether lead capture forms do more good than harm to your landing pages.
On the one hand the notorious forms can intimidate users on your landing page; on the other hand, these forms are the very instruments that collect good quality leads for you. So what is a marketer supposed to do in this situation?
Well, the only logical thing left for a marketer to do is create forms that smooth the lead capture process; design forms that don’t intimidate your visitors but facilitate them in entering their information.
Whenever one talks about lead capture forms they typically discuss form length. Yes, lead capture form length is no doubt a principle factor in their success, however what you as a marketer need to understand is that it’s not only the length of the forms that matter.
Sometime longer forms perform better than shorter ones; the answer lies in the purpose of your landing page and your formatting skills.
No matter how long your lead capture form is, if it’s arranged and formatted correctly into only mandatory fields then it fulfills its purpose of lead capture without creating any friction.
Don’t scare away your visitors with long ill arranged forms, create the only necessary fields for your forms, and you’ll see that they’ll do just fine.
The purpose of lead capture forms is twofold; you are either looking for new leads or are collecting high quality leads.
If you’re just looking to collect new leads then a short form would do, nothing too snazzy just getting a name or email address would suffice.
However, if you’re looking to collect high-quality leads, then you need to roll up your sleeves and design a well-structured form.
You can take pointers from Lyft’s lead capture form, which in spite of being long is still easy to fill out.
Longer forms will help you gather more information, which can help you build up better customer profiles or personas that can help you better design future products and services.
The internet can be an untrustworthy place, no one wants to give their personal information to people they don’t know.
Another thing that leads to better lead capture forms is simply testing! It always helps to split test different form types on your landing page to see which one pulls in the most leads.
With this post, I officially announce the close of the landing page optimization week. Hope you all have enough information to create your POLPs successfully.
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