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Recommendations for landing page forms:
Only ask for the information you need for you or your sales team. Also avoid asking for
sensitive information that companies or consumers may not want to disclose.
Consider the value of the offer. The more valuable an offer may be perceived, the more
information you may be able to ask for in return.
If it’s a newsletter subscription, only ask for
email address (and maybe first name, at most).
Reduce anxiety - People are more resistant to give up their information these days,
especially because of the increase in spam. Add a privacy message (or link to your privacy
policy) that indicates their email will not be shared or sold.
Don’t use the word “SUBMIT” on your form buttons!
No one wants to submit anything.
Instead, try “download whitepaper,”
“Get your free eBook,” or “Join our newsletter.”
If advertising a downloadable offer as your CTA, fulfill the request instantly. For
example, if your form is for a whitepaper download, include a link to download that
whitepaper on the very next page (typically called a “thank you” page). Another option is to
send an auto-
responder email containing a link to the offer but it’s recommended it’s given
right away upon form submission so people don’t have to dig in their email for your content.
Are Your Conversion Forms Too Long?