The web form is the key to a landing page. Without a contact form there is no way to convert website visitors into sales leads. Forms are necessary for people to sign up, subscribe to your site or download an offer.
The Right Form Length
There is no magic answer when it comes to how many or which fields your form should contain. The best balance would be to collect only the information you really need.
The fewer fields you have in a form, the more likely you will receive more conversions. This is because with each new field you add to a form, it creates friction (more work for the visitor) and fewer conversions. Longer forms may turn off visitors if they perceive them to infringe on privacy, or simply take too much time to complete. On the other hand, the more fields you require, the better quality those leads might be. The best way to determine what works best is to test it.
To Submit or Not to Submit
One of the best ways to increase form conversion rates is to simply NOT use default word on your button: "SUBMIT." If you think about it, no one wants to "submit" to anything. Instead, turn the statement into a benefit that relates to what they are getting in return. For example, if the form is to download a brochure kit, the submit button should say, "Get Your Brochure Kit." Other examples include "Download Whitepaper," "Get Your Free eBook," or "Join our Newsletter."
This infographic from SingleHop below shows the impact that simply changing the call-to-action text from second person (your) to first person (my), has on conversion rate, for example, "Start My Free Trial," instead of "Start Your Free Trial."
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Image courtesy of cooldesign / FreeDigitalPhotos.net.