Your lead generation forms can make or break your online conversion goals. Because of this, very few other page elements receive quite as much attention as the lead-capture form. In fact, 56% of marketers consider optimizing form logic to have a very significant impact on website performance, and another 46% consider optimizing their form layout to have a very significant impact as well, according to MarketingSherpa.
So why is the form so vital? Well, it’s basically the entire point of a landing page — and the entire crux of lead generation! We marketers need our prospects to provide us with their contact information, because once we have that, we can define these people as leads and funnel them into our various marketing campaigns. And the more intelligence you have about the leads in your contacts database — whether it be personal information, information on their website activity and behavior, or both — the better you can segment, target, nurture, and effectively market to them. Thus, the better the likelihood that you’ll be able to close them as customers!
The importance of lead-capture forms means you can sift through quite a lot of research on exactly what information to ask for on your lead generation forms. And after two years researching landing pages, I have spent a lot of time knee deep in these statistics.
What I’ve learned is, there’s no hard and fast rule that governs what fields are mandatory for all landing page forms. Instead, marketers need to review their sales and lead generation goals and balance how much information they absolutely need from their leads vs. how much information those prospects will actually provide on a first form.
Seem like a tall order? It really all boils down to thinking strategically about your marketing goals, and making sure your online tools — such as your lead gen forms — match those objectives.
Follow these steps to help you determine what information you can (and should be) asking for on your forms.