Your lead capture forms – those boxes in a landing page that within ask prospects for their name, email, and other pertinent information – can lead to more leads, or can lead to crickets. But just what is pertinent information? Don’t ask for too much…and don’t ask for too little. Collecting lead information will help you weed out the good from the bad.  Here’s a list of form fields InCapital Marketing typically asks for:

You want to land the landing form because it’s basically the entire point of a landing page, and therefore how you get leads.

Six Second Attention Span

You have about six seconds from the time a prospect peruses your landing page until they decide whether or not to fill out your forms. Six seconds is the average attention span of web users in 2014; down from 12 seconds in 2012. (Source: ACM Transactions on the Web.) So in your form, have you asked for just what you need to contact a lead? And does this detail conform to what your sales team needs?

Less Friction

You don’t want friction; at least not on your landing page form. Friction is any element of your landing page that’s a distraction. This means don’t add a link to your website! The objective of the landing page form is to get the lead, now, not to prospects take a tour of your site.

Bad buttons, crummy colors, too much text, distracting website navigation menus, may overwhelm your potential client. Keep your forms clean.

Note: The less information you ask for, the less friction, and as a result, the more conversions you may get. Don’t ask a question just because you thing the answer might be interesting. The action you want is to get the field completed.

On the other hand, the more fields you ask for, the better quality the leads maybe. The more intelligence you have about the leads, the better you can segment, target, nurture, and effectively market to them.

Three to Seven Questions

We recommend three to seven fields on a landing page form. The chart below from Eloqua, a marketing automation SaaS firm, shows significant slowing in conversion rates after seven questions.

Other Options

If you must, you may also include a drop-down menu in your form, and/or add a field where prospects can add comments, if they wish. One open-field question we like asking is “What’s your biggest marketing challenge?”

For those of you have automated website and landing page software, you can track leads through progressive profiling technology. This means that each time the same prospect fills out a different form, they don’t have to fill in their name and other data they’ve provided, because it automatically populates on their new form. The idea is to make it easy for your prospects.

More Testing

ABT: Always be testing. You can and should test your forms for best practices and vest results. Do you get more leads with a long form than a short form? Then use the long version. Do you get more conversions when you don’t ask for hoe many employees your prospects have? Well, then don’t ask how many employees they have.

How do you design a landing page? You don’t have to be designer; many fine firms, including Unbounce, specialize in providing customizable templates.

For more information on how to land your landing page with actionable calls to action, please click here or below: