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How to Increase Your Lead Capture Form Conversions

If your contact form submissions are not yielding as many leads as you were hoping for, you are not alone. Only 22% of businesses are happy with their conversion rate, meaning a large majority of businesses need help!

So what are so many businesses missing?

Surprisingly, it may have nothing to do with the products and services that are being offered. It may, in fact, be the form itself.

Here are some changes to the form itself that can increase leads.

Use Images

Contact forms can be daunting for people when there are too many fields.

While it is beneficial to collect information such as location and income, it can be intimidating to users filling in the form.

Often, the effort users make to fill out all the fields is not worth their time and the reward at the end is not enough to motivate them.

Using multiple choice with images to select is a lot more interesting to look at and more engaging than plain text.

Pre-filled Form Fields

Also known as smart forms, these will fill in fields with data that you’ve already collected from the user.

If most of the form is already done, it makes it far easier to make the decision to fill in the rest and submit. In fact, 140% more likely according to IronMountain. The brand tested this and found it increased their leads by 140%.

Put All Fields in One Column

As mentioned earlier, contact form fields can scare off potential leads.

Having all your form fields in one column is far easier to take in, and less information to process.

It seems very simple, but it is effective. A study found that single-column forms are completed 15.4 seconds faster than multi-column alternatives.

Be Specific With Your Call-To-Action

When you see a call to action button, you’ll probably be looking at a button that says ‘Buy’, ‘Submit’ or ‘Sign Up’. While this lets the customer know what clicking the button will do, it is the bare minimum information, and isn’t interesting.

Instead, you can use some terms relevant to your form, and give your customer some more information.

For example, if you are providing a free perfume sample, your CTA could read ‘Receive Your FREE Perfume Sample’.

This transparency will reassure any anxious customers, as they will know exactly what is going to happen when they click the button. It is not uncommon for a customer to not submit due to fear of the unknown. Will they be asked for more information, or credit card details?

Use Condition Logic

You can avoid a lot of unnecessary questions in a lengthy form by narrowing down the questions based on the responses.

For example, your form provides customers with holiday destinations, you can narrow down your questions based on the holiday they want. Eg it would be redundant asking someone looking into a winter holiday if they want to be close to the beach. As such, you can have different branches of questions that are tailored to the user.

This will give the user a far more relevant experience. Plus, they will be more invested in filling in the fields as it will be very relevant to them.


So, Improving conversions can be as simple as changing a few sections of your form!

However, one thing to ensure is that your form is working and blocking spam. If not, your will leads will not get through or will be tough to filter out from the bad submissions.

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