Perhaps the most important feature of a
landing page is the form. The form is where a
visitor "pays" for the valuable content they're
going to receive by telling you a bit about
themselves (e.g. name, email, website URL,
etc.). By collecting this information, it makes it
easier for you to nurture those who are
interested in your content. Here are a few tips
for optimizing forms:
Forms
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Use more fields to optimize for lead quality, use fewer fields to optimize for lead quantity.
Unfortunately, there is no "magic number" when it comes how many fields you should include on your landing page
forms. There are just too many factors at play beyond form length, including the value of the content you're offering, the
types of information you're requesting, and your website's perceived credibility.
As a general rule of thumb, a shorter form usually means that more people will fill it out, resulting in more leads generated
for your business. However, because the barrier to entry is low, the overall quality of these leads will likely be low.
Oppositely, a longer form will typically net you fewer leads, but the quality of those leads will be higher since visitors are
willing to provide you with more information about themselves and what they're interested in.
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