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You’re not collecting leads because your form sucks

by | Jan 25, 2021

You're not collecting leads because your form sucks

You’re not collecting leads because your form sucks

One of the most common questions we get is “how do we drive more leads?” (demand/sales, whatever). Brands spend months and thousands of dollars creating downloads, webinars,  and sales to drive new leads. But we find much less thought is put into the biggest point of friction: the actual form. Here are three of the biggest reasons a form will fail to convert:


1. You are asking for too much.

  • Avoid optional fields. Stick with the fields you need (and only the fields you need) in order to simply meet your goal.
  • Limit required fields. Visitors can (and will) make up information for fields that are required and may be uncomfortable filling out. Or worse, just leave.
  • Do not ask for billing information (especially for a free trial) or equally invasive information.
  • Do not be too picky about the format of the submitted content (for example, May 22, 2018 is the same as 05/22/18 or 5.22.18, etc.).
 

2. Your form is not worth filling out.

  • Is there a clear value proposition/motivating reason for user to fill out the form?
  • Add a thank-you page or pop-up message upon completion of the form.
  • Reassure users that you will not spam them or disclose their personal information.
  • Make your call to action text clear when they send you their info (not just a submit button, but something like “sign me up”, “download”, “start”, “register”). Studies show that using SUBMIT reduces conversion by 3% (Source: Unbounce).
 

3. Your form is not user-friendly

  • Add real-time validation to the form. If there is an error in a form field, have the form alert the user as they’re filling it out, not after they’ve hit the ‘submit’ button.
  • Make it mobile-friendly. For example, leave enough room between fields so that someone using a touchscreen can easily select one field without accidentally activating another.
  • Use social media lead forms that pre-populate info when a user is logged into the platform.
 

Other resources we dig: