Improve Conversion Rates By Optimizing Lead Generation Forms

8 FEB 2023
Take your conversion rate to the next level by following these three steps

It's not enough to have nailed your landing page's messaging and design; you also need to think about whether your lead generation forms are adequately optimized. Your lead-generating forms need to be better optimized if there is a significant disparity between page visitors and conversions to support your marketing strategies.

Software marketers can increase their websites' conversion rates by optimizing their lead generation forms. To move B2B leads through the buying process, whether they are downloading information or booking a demo, your lead generation forms must be well designed.

These three measures can be taken by B2B marketers to improve lead generation forms and raise conversion rates.

1. Ensure the lead generation form messaging is convincing

The likelihood that a website visitor will submit a form increases if the messaging is clear and consistent. Your lead generation form needs to be very clear about what a B2B lead will get in exchange for their contact information.

The greatest strategy to increase your conversion rate is to create a compelling value proposition that explains how your product will benefit the website visitor and how it differs from your competitors. A buyer will obtain a certain amount of value (or benefits) from your goods and services when they work with you, and this is known as a value proposition. A strong value proposition persuades a B2B lead to fill out the form and proceed to the next stage of the buyer's journey while also highlighting the significance and return on investment of your product.

2. Think hard about lead generation from fields

The layout of the form fields is crucial for lead generation forms that generate leads at high rates. The length of your lead generation form and the way it is presented may influence whether a website visitor fills it out or not.

When creating B2B lead generation form fields, the following should be taken into account for the best conversion rate, according to our advice for B2B marketers and content marketing automation teams:

  • Form length:

    The number of form fields you have can hurt your conversion rate. If your form is excessively long, some website visitors could believe that it's not worth the effort. For high conversion, we advise having three to five fields on your lead generation forms.

  • Information to collect:

    You should also think about the data that needs to be gathered the most. This depends on the goal of the lead generation form, such as whether a website visitor wants to download some content or sign up for a free trial. You might want to gather more detailed information or just the bare minimum, depending on what the visitor is getting.

  • Display privacy policy (when needed):

    Because local privacy laws differ depending on where your target audience is located, your business' privacy policy may occasionally need to be disclosed in the lead generation form. At the bottom of your form, you should make it clear what permissions website visitors are giving.

  • Remove Captcha:

    We advise getting rid of CAPTCHAs from your lead generation forms because they cause friction and result in fewer leads being collected. Although removing CAPTCHA may require you to sift through more spam, it will improve your conversion rate. The conversion rate experts at Gartner Digital Markets have put together an example of a non-optimized form compared to an optimized form below to give you ideas for your B2B lead generation strategy.

3. Choose the right CTAs for the lead generation form

A compelling call-to-action (CTA) that says something other than "Submit" should be present on every lead generation form. The CTA on your form should ideally be a high-contrast, eye-catching color.

This is the last action a website visitor takes; as such, it should be noticeable and clearly state what they can expect to receive after submitting the form. For instance, are they signing up for a webinar or downloading a white paper? The CTA messaging should be tailored by the action you want a B2B lead to take as part of your lead generation strategy.

Use one of these compelling CTAs on your forms:

  • Get a demo
  • Try it for free
  • Download the ebook
  • Get the guide
  • Save your spot
  • Receive a discount
  • Access the recording

Its lead generation from CTA must be action-focused, like in the aforementioned cases.

The best content type and marketing channel should be used to determine the action you want a website visitor to perform. The websites that your target customers spend the most time on when completing buying tasks, from identifying a problem and looking up solutions to reading software reviews, are the ideal marketing channels. Consider the landing page it's on and how the CTA action fits into the lead's overall buying journey when developing the CTA messaging.

Use this chance to experiment with A/B testing if you are unsure of which CTA will be most effective. A/B tests are intended to inform marketers of whether messaging, content, offers, and aesthetic components boost conversion rates. We advise making A/B tests moderate in size.

You can A/B test the design and copy of your CTAs, for instance, on your landing page for a while to see which one will increase your conversion rate the most. Once the A/B testing is finished, be sure to note the date and compare the results to determine which changes affected your conversion rate and lead generation strategy.