Optimizing Your Landing Page Forms to Help Convert Customers

When creating a landing page for your marketing campaign, it’s important to optimize your form to get the best performance. When you want to convert your page visitors into solid leads and, ultimately into paying customers, optimizing your form is an important component that’s worth some thought and insight.

From the form’s length to its design, and even to whether ‘submit’ is the correct word to use on the button, we’ll cover the best practices for form optimization that will help convert page visitors into solid leads.

How Many Fields Should You Have?

10411935_844491612239043_7554333357519112188_nThe answer to this question depends on several factors; however, the rule of thumb is less is always more. Ask your customers only for the information that will help you bring them into your marketing fold.

Having ‘optional’ fields is one way in which you can ask your questions, yet not feel as if you’re digging for information. If you require a visitor to provide only their name and email, yet offer them the choice to complete other information, such as their company name, title, and location, they can fill it out if they please. Just be sure to make it very clear which fields are required and which are optional.

It’s a fine balance to determine how many fields you should have in your form. If you’re curious as to what your magic number is for a specific campaign, run a variety of tests to see which creates the most number of solid leads.

What’s the Magic Word?

One may not think that a simple word can mean the difference in getting a lead versus the potential customer leaving the page, but the word or phrase you use on your button does make a difference.

The most common word is ‘submit;’ however, the visitor may wonder just what they’re ‘submitting’ to once they click. A better option would be to use and test a variety of phrases. For example, if you’re offering the download of a free ebook, try ‘Get Your Free eBook.’ If your visitor is signing up for a webinar, say ‘Sign Me Up.’ ‘Take Me To My Demo’ is a good option when offering a free demonstration of your product.

Performance tests on a variety of buttons will help you determine which is the best option for your offer as well as your visitors.

How Can You Be Trusted?

No one wants to feel as if they’re signing up for spam. It’s in your best interest to assure your visitors that you’re trustworthy and will use their information honestly.

By including a variety of trustworthy elements, you’ll ease the minds of your visitors. These elements include stating your privacy policy, displaying security seals of trusted security companies that you subscribe to, and even including the logos and testimonials of some of your current customers.

Each of these components will help assure your visitors that you take their privacy seriously and will honor the information they provide you.

Be sure you stick to what you’ve promised – don’t spam your contacts, maintain privacy of their information and ensure your security systems are adequate for keeping your contact information safe and secure.

Optimizing your landing page forms will help in gathering visitor information and, ultimately, aid in converting potential customers into solid leads. Using these tips along with testing out various renditions of your forms will help improve the success your landing pages and your marketing campaigns.

Want to know more great marketing secrets? Download our free eBook today!



Bill has a long history in internet marketing, with a strong background in search engine optimization and interactive marketing. With a combined 20 years of teaching, he has spoken and trained at national and international events on the topics of Digital Marketing.