The success of your Lead generation efforts are dependent on a variety of factors. There’s your keyword research and targeting, your content generation and distribution, your calls to action, your landing pages and your thank you page. They all have a hand in your success generating leads. But we’re going to take an in depth look at one specific part of the equation, the lead generation form.
Your form should live on your landing page. The landing page should be dedicated to doing one thing, getting the visitor to perform the conversion action. The conversion action is generally filling out and submitting the form in a lead generation campaign.
The form generally is on the right hand side of the landing page, although that’s not a hard and fast rule. In fact, one of the things you can test is the positioning of the form on the landing page.
Your lead generation form should stand out from the page in a couple of ways. Things that stand out on the page will grab the eye’s attention. You should definitely make the background of the form a contrasting color to the color of the page the form sits on. So if you have a white page, use a color that is darker. You should also have a border around the form. The border on the form will also set it off, make it stand out and draw the user’s eye to it.
At the top of the form you should have a short headline that reinforces the benefit that the user gets by filling out the form. So if you’re giving away a free ebook on awesome social media strategies, your headline could be “Grow Your Number of Facebook Friends!” Remember to always think about what the benefit for the user is a promote that. Promoting a feature, instead of a benefit, will decrease your response.
When it comes to the fields where the user will enter data, they should stand out from the form background. They should also be clearly labeled.
How many fields should you have? The answer is always LESS!
Of course response rates will vary, but a good rule of thumb is that you will lose 5% of your conversions for every field you add to your form after the most basic field: email address. So if you add 6 fields you could lose 30% of the conversions you would have gotten without those fields. OUCH!
Adding certain fields to a form will depress response even further. If you ask for phone number or birth date you will see your lead generation response plummet. I have even seen a form for an enewsletter that asked for household income! That’s crazy!
If you really want that type of data you can have it appended to your file or you can ask for it from the user later. But don’t ask for it up front. All you will do is make your pool of leads smaller. You’re much better off with a big pool of leads where you have to do a little more work to get some additional data, than you are with a fifth of the leads with full data.
Don’t put up roadblocks for the user. Anything that makes the user hesitate, even for a second or two will decrease conversion.
Finally we come to the button. I’m not calling it the “submit button” because it should never say the word submit. The form button is another place where we can reinforce the benefit to the user. You could have a button that says “Get Your Ebook” or “Yes I want more Facebook Likes.” Get creative but be obvious. And test, test, test.
You should also test the color of the form button. Often orange or red are button colors that work well, but I have also seen green and yellow work as well. Only you can discover what works best for you. Do an A/B test so that you have a result you can scientifically rely upon.
Follow these steps and you will have the perfect lead generation form!