You’ve just gotta make a few tweaks here and there to switch up your landing page’s angle, then let Smart Traffic decide who will like each variant more. Pushing monster-size lead gen forms If you already make landing pages for top-of-funnel customers, you can get tripped up on your lead generation forms. Lead gen forms ask for a customer’s contact information to start nurturing them as a lead. But if they ask for too much information, they could end up turning folks away. You also gotta account for your industry’s best practices for forms, like the ones covered in the Conversion Benchmark Report. Think of every landing page as a transaction—both you and your customer should get something out of it.
If you’re asking your customer for too much work through your lead gen form, they’ll turn that deal down. You’ll also need to account for the best form. So, how do you craft a lead gen form that encourages visitors to finish it? You have two options: Use only a few fields on your form. Guide your visitors through your form with the breadcrumb technique. Thinkific has a great example of a simple form on this event landing page: Image courtesy of Thinkific Their event registration asks for one thing: The visitor’s email. And that’s really all they need to keep in touch. But what if you can’t avoid asking a bunch of questions? Try using the breadcrumb technique to break up your form fields buy email list and lead your visitor along. Lead gen forms made with the breadcrumb technique show a few fields with language that guides visitors through the process.
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Let’s see how Mention uses the breadcrumb technique in their lead gen form. First, they ask for basic details about the visitor’s business. They then explain why they need that information to put the form-filler at ease. Then, they ask for contact information by asking who they can contact about a demo. Image courtesy of Mention. Here, the breadcrumb technique softens the demands of a longer form by justifying why Mention needs that information.