You’ve got your content prepared, ready to be handed out on the website. Great! Now all that’s left to do is create a form for users who want to access it.
But this poses a few questions too. How can you make sure your leads fill out the right information? And where do you place it to maximize conversion?
Don’t worry, by the end of this article, you’ll have a better understanding of all the options available to create the best lead capture form for your website.
What is a Lead Capture Form?
Visitors to your website are anonymous. Getting to download content they are interested in is a great way of learning about them. This is done by creating a form where they can fill out information about themselves. This is what a lead capture form is, as it allows you to convert anonymous visitors into leads.
Step 1: Work on The Lead Capture Form’s Placement
Offering website visitors a great user experience is paramount to turning them into leads. This is also true of how easy it is to find, read, and fill your capture form.
And while you may have to experiment with different layouts depending on your site’s design, there are a few good practices to keep in mind:
Make sure the form is easy to find. It doesn’t matter if it’s above the fold or at the bottom of the page, it needs to be visible and clearly defined.
Place a picture of the content next to it: it helps users get a clear sense that they are filling the form to get something tangible in return.
Don’t be too pushy: exit-intent popups can work, but they shouldn’t be too aggressive, nor repetitive. Make sure the right rules and triggers are in place, so seeing that form doesn’t become a chore for your visitors.
Step 2: Optimize the Length of the Form
This next step might take a bit of trial and error. This is because in an ideal world, you would have as many fields as possible to really get a good understanding of who your leads are.
But you don’t want to spook them. A form that’s too long to fill, with numerous required fields, can be daunting, frustrating, and increase churn.
So it’s a balancing act between length and user experience. There is no magic bullet here, and having a good lead scoring method in place can help you decide what is absolutely primordial (email address, name, gender), and what would be great to know, but only optional at this stage (job position, birthday, etc…).
So this can be a multi-step process in itself:
Try only including the essential questions
Experiment with longer forms, and see if your conversion rate drops
Adjust the form length as needed
Don’t forget to tweak your lead scoring model as you change the fields!
Step 3: Play With The Design
The best lead capture forms don’t actually look like a form at all. This is once again because you can remove friction by enabling clickable options instead of forcing users to take to their keyboards.
Here are a few examples of fun clickable buttons you can use:
Drop-down button for job position
Use social profiles to register
Clickable icons for industry type
Big Yes and No button to segment the lead’s interest
The sky’s the limit here, as long as your CRM tool supports flexible form types.
Granted, this isn’t the most exciting part of a lead capture form, but it doesn’t mean you should ignore it. Visitors pay increasing attention to how their data is used, and everyone is wary of overbearing email campaigns that crowd their inboxes.
When will they receive the content
How much communication can they expect weekly, monthly etc..
How will the data be used
Link to full T&Cs and data policy
Step 5: Craft an Impactful CTA
CTA or Call to Action is often the name given to the big button users will press before submitting their form. There are a number of routes you can take here, each with their pros and cons:
Submit: simple and straight to the point. However, Sumo measured that it converted less than more benefit-driven CTAs like “Get My Copy”.
Download: focuses on the content, so good for emphasizing the value of filling the form. Not great if you plan on starting a heavy marketing campaign, because it could come across as deceptive.
Get Started: conversely, if users are signing up for content that’s drop-fed, it can be useful to highlight the long-term nature of the commitment. This can make them feel like they’re embarking on a new adventure with your content, which is good for lead nurturing.
Once again, you have pretty much a blank canvas to work with here. Just make sure you don’t go overboard and keep the CTA simple and actionable. You can then measure the conversion by A/B testing various options.
Key Takeaways for Creating the Best Lead Capture Form
Lead capture forms can be as simple or complex as you want. The point to remember is that they’re often the first point of your sales funnel, so it’s worth:
Spending time on designing them
Experimenting with various options
Measuring the results through A/B testing and analytics
Tweaking and adjusting as needed.
Sure, it may seem like a lot of work for a website form. But it’s a time investment that is sure to pay in the future, especially if you use it as a part of your lead scoring and nurturing methods.