A great landing page with a strong call-to-action is the first step toward converting an anonymous online visitor into a known lead. But the web form a customer submits is a barrier that must be crossed before the lead can be qualified.
With the right tactics, you can create forms that not only alleviate concerns people have about sharing their information online but actually excite them and generate more interest in your restaurant. In the process, you can get more and better information for follow-up correspondence.
Check out these 25 lead-generation forms and learn why they are so successful at converting leads.
1. Bounce Exchange: Replacing the word "Submit" on your action button at the bottom of the form with a more inviting phrase like "Click Here" or "Go" will more easily engage readers and boost conversion rates.
2. Unmetric: Losing the "form" look to your information form often generates more responses. Try displaying your fields horizontally rather than vertically and respondents may not have the same guarded reaction they have to a vertical form.
3. Single Grain: Including the names and logos of notable clients in your form eases concerns and generates trust. Just make sure you have the permission from companies like Uber and Amazon to use their names and logos before adding them to your form.
4. Square: Requiring customers to fill out a particular field in your form makes it very clear what information they must share for a successful submission. Apply this to any lead generation form template you create
5. Freckle: Using a popup for a form is fine. But if that is your choice, be sure to leave a clear path to the exit, such as an “X” in the top right corner of the field. Otherwise, if they are not ready to submit your form at that moment, they are likely to leave your site in frustration and never return.
6. eToro: If you have the capacity to integrate with social platforms such as Facebook, Google Plus or LinkedIn, give your audience the ability to complete your form with information from those platforms. It saves them time and makes the form easier to complete, which is a top priority for forms with high conversion rates.
7. Spredfast: Put in place a mechanism that alerts the form submitter to any information that does align with the correct format, such as a partial email address. An unusable form is of no value to anyone.
8. Wealthfront: Formatting your lead generation form in a way that appears to be a series of survey questions rather than a traditional form can help increase conversions. This form takes you to a new page for each field you complete, capturing the same information but in a less invasive way.
9. SEMrush: When you ask for credit card information on your form, it’s imperative you show your potential customer that the transaction is secure and their information is protected. Include logos of the data security certifications that your process has achieved to enhance the comfort level of the customer.
10. Comparethemarket.com: If your form has multiple parts, let the reader know by including a progress bar across the top. This tells them which section they are currently on, and how far they have to go before they complete the process.
11. Megalytic: A form is a great way to expand your mailing list for future lead nurturing. It’s also preferable to let people opt into your email list than to take their email and send them unsolicited spam. By simply including a checkbox below the form, you’ll be surprised by how many people check it.
12. WordStream: If you partner with popular brands that carry positive name recognition (Google, Amazon, etc.), consider promoting that on your form. It lends credibility and generates confidence that your product or service is solid.
13. Spiceworks: It’s always a good idea to include reCAPTCHA verification on your form if you have the ability. Many form completions come from “robots,” so include a verification method that confirms the person on the other end is a warm body, not a cold machine.
14. OpsGenie: Form length is important, with a sweet spot between four and six fields. Having too many fields discourages readers and having too few can create the impression that your service isn’t valuable.
15. Unbounce: Many people arrive at your form with unanswered questions, which may deter them from submitting. The best way around this is to offer FAQs alongside the form to cut through any uncertainty.
16. MuleSoft: Turn the copy on your form into a call-to-action of its own. Instead of saying “sign up,” use strong command language that describes what you are about to do. It’s less boring and more effective at converting leads.
17. CampusTap: Flag required fields with an asterisk to make sure the form is completed. If your customers don’t realize that certain fields are required, they might complete the form, get it rejected, then lose interest and close their browser.
18. Zendesk: Use first-person language on your forms. The personal touch helps readers imagine you are talking to them and helps them envision how your product or service will help them in actual, real-world situations.
19. HelpScout: If you sell a service with multiple plans, it can be effective to include a brief list of bullets alongside the form that lists the features or offerings of that particular plan. Clarity is king with lead capture-forms. Uncertainty leads to lost customers.
20. SendGrid: If any of your fields require special instructions or guidelines to complete, it’s helpful to include those as subtext below the field in question, or as a popup that appears when you hover over the field. This is most common with password requirements but can apply to many different situations.
21. Plivo: The directional flow of information on the page is important. In the United States, we read from top to bottom and from left to right, so be sure to place your form in a place where the eye naturally gravitates. Placing your form in an area where type is expected can make your form feel out of place.
23. Tableau: One notable exception to the need to have sufficient fields on your lead-generation form template is to create a form for nothing more than capturing emails. This is helpful if all you want to do is add names to your database. You can send them longer forms later, once you establish mutual trust.
24. Twilio: Even if your form is the only item on the page, don’t assume that your "submit" button stands out. Give it a contrasting color so that it pops off the page. It’s a rule that applies across the board.
25. TeleSign: Including numbers on your form page is a great way to convince people to submit it. Use numbers to call out pricing, discounts, or promotional offers. The human brain is a curious thing—when we see cold, hard numbers we somehow feel more comfortable with the offer. Do this often.