5 tips for better forms and more leads

event registration form template

Imagine the following situation: You are walking relaxed through the city and look around. You discover a new store on the corner. You like its products right away. Before you buy them, however, you would like to learn more about the product manufacturing process and possibly try out some of the products.

Before you can try the products, you have to tell the store owner your name, where you work, your phone number, and where you live.

Sounds bizarre, doesn’t it? But on the web, it often happens that forms collect a lot of sensitive and personal data in the course of lead generation. Especially during the first contact, this discourages visitors, with the consequence of much fewer leads.

Of course, the conversion rate suffers under the enormous data query, because the mistrust of the visitors is great. There have even been some studies that show that some data is too personal and can drive the conversion rate of a form into the basement.

For example, the University of Wisconsin-Extension study examined the effect of the “phone number query” on the conversion rate. The result was a 52% loss in conversion rate.

I’ve put together 5 tips that you can implement today to improve the conversion rate of your forms and gain more leads!

1. Less is more? Or more is less?

We have already discussed an example where a lot of information was requested. On the other hand, many online stores (and also companies) follow the motto: “less is more”. For a newsletter registration (mostly in the footer), only the email address is requested.

As a result: (maybe) more conversions, but far too little data to do marketing properly. For example, without a first name (or last name in B2B), no personalization features can be used. However, this is important to increase the effectiveness of emails (newsletters in this example).

A study by TheStack found that using personalized emails can increase open rates by up to 2%.

2% doesn’t sound like a significant improvement at first… But when the newsletter or a marketing email is sent to 100,000 or 1 million recipients, 2% more equals 2,000 or 20,000 recipients, respectively.

Personalization, therefore, has a positive impact on recipients and increases customer loyalty to the company. Likewise, personalization makes for more effective marketing.

2. Multiple pages instead of multiple fields

Forms with a lot of fields are a hurdle for visitors. No wonder, because no one has the desire and time to enter their professional background for a free whitepaper.

A HeyForm study examined the conversion rate of different types of forms and found that forms with multiple pages have almost 3 times the conversions of single-page forms.

The multi-step forms thus seem much more digestible, as they don’t directly show all the effort, which could scare visitors away. A progress bar allows visitors to see how far they have progressed in the process. Since the fields are spread across multiple pages, there is more space for subheadings or supplementary images.

So on the first form page, start asking for basic information, such as first name or email address. On the next form pages, you can continue with more direct questions, such as the phone number or the company name.

If visitors have already completed the first form pages or, for example, 75% of the form, they are more likely to complete and submit the form.

3. Pay attention to the right call-to-action.

To motivate visitors to submit the form, the CTA should also be customized. The color of the call-to-action should stand out from the page. Here, it is advisable to conduct an investigation using A/B tests to find out the optimal size and color for the respective product or service.

The content of the CTA is no less important. This should be adapted to the content and title of the form. If the landing page offers a free e-book, then the title of the form as well as that of the CTA should also include the free download of the e-book as text.

4. Take the booker by hand when filling out the form.

There is nothing worse than filling out a form that only shows errors after submission. Especially if these are longer forms with the password prompt.

Some studies have shown that the conversion rate is significantly higher for users who receive information when filling out the form than without. Use the help option directly in the form field, or even better next to the forms, as a checkmark. This way, users intuitively know whether they are doing everything correctly and whether the entered data is correct.

5. Combine the “below the fold” and “above the fold” rule!

Most people use or have heard of the “above the fold” rule. This rule states that forms or CTAs must be placed in the visible area of a website in order to be found better by users. The rule is always justified by the fact that the user does not have to scroll unnecessarily to find this form.

This is also true as long as it concerns users who already have the intention to download something and fill out the form on the landing page. They don’t want to scroll around endlessly to perform the desired action (for example, content download).

But what about the visitors who don’t have precise goals and want to get information first before filling out the form?

Hubspot solves the problem with a CTA that leads directly to the form in the footer. Other websites duplicate and place the form in the upper area of the landing page as well as in the lower area. This way, the users who already have an intention can fill out the form directly without scrolling. The users who want to learn about the content (lead magnet) before they type their data into the form are also well picked up with this strategy.


Just like in other online marketing areas, the conversion rate of the form depends on very many factors. Be it the color, form fields, design, or even the trust and relationship of the visitors to the company, all elements influence the conversion rate to a greater or lesser extent.

You can get the best result by simply implementing the tips and see how the conversion rate or the visitors’ behavior on the page has changed. Through long-term and continuous A/B testing, the conversion rate of your forms could reach a new all-time high!




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