What is a Lead Capture Page?

Chapter 4

How Do I A/B Test a Lead Capture Page?

A/B testing allows you to compare post-click landing page variations to see which version generates more conversions. With A/B testing, you can improve your lead generation based on your page’s actual data.

Because A/B testing is a viable way for you to improve your conversion rate, it’s important to A/B test all lead capture pages.

Here are some elements you can test:

Form Fields

Deciding how many form fields you should have is a tradeoff between the quality and quantity of leads collected from the page. A shorter form is more appealing to visitors because it doesn’t require much personal information and is quicker to complete. Shorter forms tend to convert more often, but these leads typically aren’t as high quality because you’re not requesting as much information about them (vice versa with longer forms).

In the end, A/B testing a longer versus shorter form is the best way to determine your form’s optimal length.

HubSpot’s lead capture forms include many fields, even a page that’s promoting a free ebook:

Would you be willing to fill out such a long form for this free ebook? What about a free webinar?

Before deciding on how many form fields, determine what’s more important: more leads or higher quality of leads?

Two-step opt-in form

Lead capture forms cause post-click landing page friction because few visitors are comfortable providing their personal information to someone they’ve just met.

A two-step opt-in process helps reduce post-click landing page friction when visitors are intimidated by your post-click landing page form. It takes visitors to a separate sign-up form (within the same tab) when they click on a CTA button. You can set up a two-step opt-in process by taking customers to a separate sign-up page after they have clicked on the button, as well.

Even though visitors are asked to do more work, you can increase conversions for two reasons. First, a daunting lead capture form can intimidate visitors. A two-step opt-in process helps because it breaks the process down, so only interested customers come to the detailed form fields, giving way to a more optimized system to earn leads.

Second, the two-step opt-in process helps reinforce their decision to convert on your form.

In the end, you can increase your leads and your visitors feel more comfortable because they can go through the page without feeling obligated to provide their information. With a two-step form, visitors will proceed to step two if they like what is being offered. Hence, they enjoy more freedom and feel better about clicking the CTA button.

Neil Patel even created a three-step checkout process for Conversion Rate Experts, which yielded a 10% increase in conversions. A two-step sign-up process will get you more conversions based on the same principle.

Instapage uses a two-step opt-in form on its weekly webinar post-click landing page. Step one shows the date and time for the next session:

Step two asks for name and email:

This is an example of a “pop-up box.” Instapage offers this feature to help reduce friction on its user’s post-click landing pages. You can learn more about pop-up boxes here.

Pre-filled forms

Among the reasons most visitors dislike lead capture forms are that they have to fill them out. Pre-filled forms help increase conversions because they reduce the time visitors need to complete it to receive your offer.

Instapage’s pre-filled form feature helps make your lead capture process more efficient by remembering any user-relevant information filled out in previous forms.

As long as your field titles are the same, your leads will arrive at your Instapage post-click landing page with the work already done for them. The best part is that this works across all Instapage post-click landing pages — including other domains. So as you create more post-click landing pages, your pages get easier (and quicker) to fill out.

This is an example of how pre-filled form fields look like for Instapage’s webinar. The name and email fields were already completed when the visitor arrived at this step:

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