One of the most important parts of a landing page is the landing page form. Though it may look simple, its role is significant: to get people to convert. Unfortunately, many marketers are ineffective with their forms. Some create ones that are too long and then end up turning prospective customers away. Others create forms that are too short and can’t qualify their leads.
Finding the balance between short and long while incorporating the appropriate design elements will lead to a strong landing page that converts customers. The next time you create a landing page, be sure to include the following:
Ask for the Basics
It’s tempting to ask for a lot of information because it tells you more about the contact. You can then use this information to qualify the lead and ensure they won’t waste your time. We get it. But, asking too many questions can easily deter a person from converting.
Not only do people prefer quick, easy contact forms but also they’re not comfortable handing over a ton of information when they’re not sure about the product in the first place. Assuming that the contact is most interested in a product demo or trial, gather only what you need and give them what they want.
Another important part of your landing page form is the call to action. Prospects need to know what you want them to do next and how they can benefit. People get protective over their personal information, so it’s helpful to use confident, persuasive language. Also, be clear about what the user is getting by signing up. For example, instead of having a CTA button that says “Sign up”, create one that says “Sign up and get free daily tips.”
White space helps make your landing page design less intimidating. You might not think that first impressions matter with form fields, but they do. Fields that are too close together look tedious and uncomfortable, while ones that are too far apart look sloppy. Give the boxes room to breathe and users will be more receptive to them.
Directional Visual Clues
Visual clues are helpful in telling users what you want them to do on your page. No matter how obvious it is to you, you’d be surprised by how many questions the average person has. Use directional visual cues (e.g., arrows, lines, imagery) to highlight the most important parts of your page. This way, there’s no confusion.
More and more people are completing landing page forms on mobile devices. In fact, people are sometimes more receptive to converting on their mobile devices because they are relaxing and not pressed for time (i.e., on their commute to work or sitting on the couch watching TV). When designing web forms, consider your mobile audience. Here are some of features we recommend including:
Large, comfortable input fields
Bright, obvious CTA button (red, orange, and green are best)
Collapsible menus and dropdown lists
Fast loading times
Not sure of all the specifics to include on your forms? Don’t worry! The beauty in landing pages is that you can A/B test everything to see what works best. Your audience may surprise you!