A visitor comes to your landing page. He is still hesitating to fill in the form that stands between him and your offer, a lead magnet or premium content (like an ebook). If he is there, it’s because he clicked on one of your call-to-action or on a link on social networks. In all cases, he has already taken the first step and shows an interest (still precarious) in what is behind the form. He is not far from providing the information that would make him a lead and not just a visitor. But he asks himself a question: “Can I really trust this company?” To encourage him to go further, you have to prove to him that you are trustworthy. How do you do this? By always proposing useful and relevant content: the visitor will be more inclined to complete a form on a site whose content is always of high quality. By taking care of the landing page: the landing page to which the form is associated must state the benefits of the offer and include reassuring elements (testimonials or an “About” section to remind them of the company’s purpose).
Offering a Counterparty That Is Worth It To initiate the relationship, we need information from the Internet user. We, therefore, seek to obtain and receive data through our forms. But why would a visitor agree to complete our contact form? He won’t do it without any compensation. The lead generation form must be considered as a transaction. For the user, the bargain would be as follows: “If I give you my information, what do you give me in exchange? Therefore, the offer or content promised must provide value. The visitor will have no interest in sharing his data for content that he can easily find elsewhere in self-service. By value we mean: Saving time Remove a technical or operational barrier Bringing together dispersed information, and making it more accessible Making a complicated concept simple Bringing expertise 3. Avoiding Distractions A visitor Raster to Vector Conversion is about to complete a lead generation form? Even if it’s a bit early to break out the champagne, it’s already a big step in the relationship. At this point, it would be a shame if they were to be distracted by another request and back out. This is why our landing pages should not contain any distracting elements. We will therefore remove from our landing pages navigation menus, links to other pages and, of course, CTAs, as here at Gong: gong-avoiding-distractions-1 The goal? That the user is “focused” on one action and one action only: filling out the form. 4. Position the Form Skillfully on the Landing Page The anatomy of the landing page greatly influences the conversion rate of forms.
Not only must the landing page be reassuring and free of distractions, but another variable related to the page design is often overlooked: the location of the form. One might think that the position of the lead generation form is irrelevant. However, according to a study conducted by Quicksprout, one site saw its form conversion rate jump by 24.6% simply by moving them from the left to the right side of the page. Here, it’s up to us to monitor: if our prospects are more sensitive to a form that is immediately visible on the landing page, it’s better to favour this format. If, on the other hand, our landing pages with more information and a lower form have better results, it is up to us to adapt. The best thing is to test and monitor the performance of your pages.