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7 Landing Page Form Tips to Increase Lead Generation

Written by: Collin Burke, Content Marketing Intern

Creating an effective landing page form can be tricky. You want to encourage people to submit their contact information, but you don’t want to be too pushy. You’d like to know everything about each lead you are generating, but they’re only willing to tell you so much.

So how can you create landing forms that convert more visitors into leads? Let these seven tips guide you to landing page success:

1. Consider form length

It’s important to carefully consider the length of your landing page forms. If you want to generate higher quality leads, then you’ll need to create longer forms with more fields for users to fill out information. For example, a B2B company might be interested in obtaining each lead’s company name, company size, and industry, so that they can more accurately gauge potential fit. On the other hand, a B2C company trying to boost its email list may ask only for an email address. When in doubt, keep the barrier to entry low by asking for each lead’s name and email address, which will provide you with essential contact information — see the example below.

Backupify Landing Page

2. Encourage social sharing

Depending on your lead generation campaign goals and the effectiveness of your social media efforts, it may be worthwhile to encourage social sharing. Instead of making leads fill out their contact information in a form, give them the option to share the offer with their friends on Twitter or Facebook. This may ultimately help you reel in more leads in the long run. The landing page below gives users the option of tweeting the offer instead of submitting their email address.

Unbounce Landing Page

3. Direct traffic with visual cues

Visual cues can point users in the right direction. Explicit directional cues, such as arrows, gently guide users’ eyes to the landing page form. Implicit directional cues, such as an image of a person looking towards the landing page form, subtly encourage users to look at the landing page form. The two thin arrows in the landing page below point to the form without being too pushy.

Unbounce arrows

4. Let them subscribe

If you send out an email newsletter, landing page forms are an easy way to grow your subscriber list. Include a simple check box below the form fields that users can click on to subscribe. See the landing page below for an example.

Landing Page Subscribe

5. Ensure privacy

Users may be hesitant to give you their contact information if they don’t trust you. Including a brief note on privacy will make users feel more comfortable filling out your form. The landing page below features a succinct privacy note to reassure users that their information is secure.

WebDAM Landing Page

6. Follow up with a thank you page

Once someone has filled out the form on your landing page, they should be redirected to a thank you page. This gives you a chance to show them your appreciation for their interest in your offer and provide them with another offer they may find useful. The thank you page below features two CTA buttons to encourage leads to take further action.

Localytics Thank You Page

7. Email with purpose

Once you have those new email addresses, you want to capitalize on your email marketing efforts. Be consistent with your messaging and make your leads feel like they are appreciated, but, most importantly, define the purpose of each email. The email below has a clear goal: encourage leads to share their offer. What’s better than one new lead? Even more new leads!

Localytics Email

Hungry for more landing page best practices to help you generate more leads? Don’t worry — we’ve got you covered. Click the button below for more tips.

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