Landing Page Forms: Optimise Your Conversion Rates

Landing Page Forms

Just 5.89% – that’s the average landing page conversion rate,1 a surprisingly low figure. This shows the big room for improvement. As an online business owner, improving your landing page is key to attracting more visitors. You want to turn these visitors into customers. This improvement work is called ‘landing page optimisation’. It’s a big part of making your website more effective. With the right changes, you can make your pages draw in more people and work better.1

A well-optimised landing page shows visitors just what they need to see. It also looks good and works well. This mix helps convince people to buy or sign up. By doing this, you both earn more money and spend less on ads.1 It’s all about making your website better so more people do what you want them to.

Key Takeaways

  • The average landing page conversion rate can be as low as 5.89%, indicating room for significant improvement.
  • Optimised landing pages can generate 160% higher conversion rates for actions like sign-ups compared to other tools.
  • Minimising distractions on a landing page could boost conversions by 10%.
  • Social proof on a landing page can result in a 1% difference in conversion rates.
  • Offering something of value on landing pages is crucial for boosting lead generation.

Understanding Landing Page Forms

Landing pages are different from regular webpages. They aim to get visitors to do something specific. This could be adding a product to the cart, signing up for a free trial, or watching a product demo. How we design landing pages’ forms is key to reaching these goals.2 The type of goal will change depending on the field, product, and where the customer is in their journey.

What are Landing Page Forms?

Landing page forms are key in online marketing. They take little effort, are easy to make personal, and make the user experience better than other methods. On a well-made landing page, you might see a 160% boost in people taking actions like signing up, compared to using pop-ups, for example.2 If the form on the landing page has problems, like being too slow, too long, or with the wrong message, it could increase the cost of getting new customers.

The Importance of Landing Page Forms

Landing page forms are critical to meeting these goals. The exact goal will vary based on the business, product, and customer journey stage. A well-made landing page could boost actions like signing up by 160% compared to other methods, such as pop-ups.2

Types of Landing Page Forms

Landing page forms come in many types and styles. You might see forms for buying products, signing up for newsletters, starting free trials, or contacting sales teams. It’s important to match the fields, setup, and user journey to the specific landing page goal.2

The Role of Landing Page Forms in Conversion Optimisation

How Landing Page Forms Impact Conversion Rates

Landing page conversion rates measure the visitors who meet your goal. Not every visitor acts as you wish. By gauging this, we see how your page attracts visitors. You can thus enhance your page, increasing conversion rates. The top 25% of landing pages achieve a 5.31% conversion rate or more, hinting that better pages can lead to more success.1

Aligning Landing Page Forms with User Intent

Visitor position in the buying journey alters what’s considered a success. Top funnel pages aim to educate, making unaware visitors think about their needs. As customers become aware, landing pages should demonstrate your product’s value clearly. At the end, focus shifts to closing the deal with less education and more trust-building cues.

Matching your form strategy to where users are in their journey is key. It optimises the chances of them converting.

Landing Page Forms: Optimise Your Conversion Rates

Each landing page should have a clear goal. This could be to get users to fill in a form or download an eBook. Everything on the page, from its look to its words, should point people towards this goal. Clearing up the page and highlighting a call-to-action helps boost conversion rates. For instance, ArchiveSocial saw a 101% rise in form clicks by making their main call-to-action more visible and using different colours. They moved it to a spot where visitors could see it right away.3

Simplifying Form Fields

Where and how forms are placed on a landing page really matters. Analysing heatmaps shows what grabs visitor attention the most. A store selling baby items discovered that a cute baby’s face was distracting visitors. When they swapped the photo for something more relevant, visitors paid more attention to the message. This led to more conversions.3

Optimising Form Layout and Design

Getting landing pages right is an always-evolving challenge. You should be always trying out new things and refining what you have. Try different headlines, text, or images to see what works best. For instance, Open Mile, a shipping company, changed part of their landing page to have a different background and focused on a better call-to-action. This single change increased leads by 232%.3

Testing and Iterating Landing Page Forms

Optimising landing pages is an ongoing process with learnings at each step. The best practice is to continually tweak and experiment. For instance, Open Mile achieved a 232% increase in leads by adjusting their landing page’s top section. They used a different colour, improved the call-to-action, and changed the text. This simple change made a big difference.3

Landing Page Form Field Analysis

It’s key to find out why people do or don’t sign up on your web page. Heatmaps show which parts of your page get the most looks. This helps spot what drives people away, like a bad button or picture.4 Talking to users also reveals what’s wrong with your page or offer, causing low sign-up rates.

Identifying Drop-Off Points

Learning from user actions and getting their thoughts on forms are vital. Hotjar Engage can get you user opinions on your page fast. This helps know what’s good and what’s not on your form.5 A focus on users helps make changes that really matter and up the sign-up numbers.

Conducting Form Field Usability Studies

Studying how users act and feel about forms is crucial. Using tools like Hotjar Engage gets you quick user views. You can pinpoint what’s strong or weak in your forms.5 This keeps your upgrades aimed at what users actually care about, lifting sign-ups.

Form Field Analysis

Landing Page Form UX Design

It is key to make your landing page forms user-friendly to boost conversion rates. You should use design rules to make things easier, from simple forms to clear signposting and helpful error messages. This helps your visitors fill in forms without hassles.6 Always listen to what users say and test different designs to fix any problems.

Applying User Experience Principles

Your landing page forms need to feel like a natural part of the user’s journey. Think about how the form looks, the words used, and how you handle mistakes. Also, aim to get user details bit by bit.6 Keep making the form better based on what users do and say to make signing up easy.

A/B Testing Landing Page Forms

Trying new landing page elements and seeing how they do against your current design is key to getting better. This method is called A/B testing. It helps find out which combo gets the most people to take action.8 Through setting up and studying these tests, you’ll learn what makes your forms really work.

Setting Up A/B Tests

A/B testing compares two webpage versions to see which one is better. Visitors are shown one of the versions randomly.9 It’s best to change only one thing at a time when testing, says9HubSpot. This way, you know clearly what caused any changes in performance.

When you start an A/B test, you can tweak offers, text, pictures, and forms to see what sticks.9Everyone in a session sees the same version but different ones in the next visit. This randomizing effect prevents bias.9

Analysing Test Results

Looking closely at A/B test results is vital for knowing what really boosts conversions.8 Study metrics like how many click a button, how many fill out a form, and the overall success.8 It shows what changes made the real difference, guiding your next steps.

When tests are done, look at numbers like conversion rates and engagement to pick a winner.9 The improved version then goes live.9

Keep testing and refining your forms to continually get better results.8

A/B Testing Forms

Multi-Step Form Design

Multi-step forms break a big form into smaller parts, making it easier to fill in. This step-by-step approach helps people focus and not get overwhelmed. It’s especially good for forms that are long or have many details to fill in. It keeps users interested all the way through.

Benefits of Multi-Step Forms

Studies show that having steps in forms can boost how many people finish them.10 Users find it less tiring to complete a form if it’s split into parts. Showing how far they’ve made it helps too. It’s also great for getting valuable contact info and sorting potential leads.10 By chopping a big form into bits, it feels less daunting and more inviting to complete.10

Such forms also keep visitors on the page longer, meaning they might fill in more forms.11 If social media profiles can fill parts of the form automatically, it could boost sign-ups a lot.11 And, with multi-step forms, there’s more room for each question, making everything clearer and easier to fill in.11

Structuring Multi-Step Forms

When you set up a multi-step form, think about how it flows. Decide what each step needs to collect and how many steps people will go through.10 Progress signs and tools like dynamic questions that change based on answers can tweak the form to suit each visitor. This makes your form more likely to be filled in.10

Having questions change about what users say makes forms easier for them to do.10 Easily seen buttons for ‘Next’ and ‘Back’ make it simpler to move between steps.10 Making sure the form looks good and works well regardless of what device is used is vital too.10

Real-time feedback can show users how they’re doing and keep them on track.10 Don’t show too much at once to avoid overwhelming anyone. This can spike the completion rate of your form. Testing different designs can make your form perform even better.10

Put clear labels above fields to avoid confusing visitors.11 Hootsuite shows the number of steps clearly in their form. This makes it easy for the user to know how much further they have to go.11

There are over 9 examples of how various industries use multi-step forms efficiently.12 The text says making a multi-step form can take just 10 minutes. This highlights how quickly and easily you can create one.12 It also talks about using the latest technology in 2022 to make the most of multi-step forms.12

The LIFT Model lists six things that can up a page’s success. The way you design your form is key.12 Multi-step forms are recommended for better conversions and user satisfaction.12

Industries like plumbing and legal services are among those that use multi-step forms.12 Making call-to-action buttons unique is a smart way to get more leads.12

Using personalised CTAs in multi-step forms is a proven method. It shows that you understand what the user needs.12 For example, service companies might ask location questions to tailor the experience.12 In finance, including icons and sliders makes the form more user-friendly.12

One company spends a lot on Google Ads each month, hinting at how serious marketing is for them.12 Making multi-step forms can be complex, but tools like GetLeadForms can help.12 The term “LeadForm Builder” points to a special tool for making multi-step forms.12

Multi-Step Form Design

Summing Up

Optimising landing page forms is key for better conversion rates. By knowing my audience and its needs, I improve form success. This comes through continual testing and adjusting to make better landing pages.13 Simplifying form fields and enhancing design are vital. So is looking deeply at user experience and choosing the best layout.

Creating a top-notch landing page is about more than just forms. You need a catchy USP, eye-catching media, and convincing content.14 It’s crucial that every part, like headlines and calls-to-action, works well together. This points visitors in the right direction.

Tweaking your landing page is an ongoing process for success. Through tests, data analysis, and feedback, I find what works best.13 This helps me keep improving my landing pages. A focus on user experience means my pages will really connect with people. This is how my business keeps growing.


What are landing page forms?

Landing page forms are key parts of a landing page. They prompt visitors to do specific things. For example, they might encourage signing up for a newsletter or requesting a demo.


Why are landing page forms important for conversion optimisation?

These forms are crucial in online marketing. They help catch leads and turn them into customers. By making these forms better, the whole page’s success can improve.


What are the different types of landing page forms?

There are various landing page form types. These include purchase forms, newsletter sign-ups, and free trials. Each should be designed to meet its goal effectively.


How can I align landing page forms with user intent?

Matching a form to what a user needs is key. At the start, the form should teach. But as users get closer to buying, it needs to persuade them more. This match is vital for good conversion rates.


How can I simplify and optimise my landing page forms?

To make forms better, start by cutting down on fields. Also, better design and layout help. Analysing and applying good user experience principles are crucial too.


How can I use A/B testing to improve my landing page forms?

A/B testing compares different form versions. This includes testing copies, designs, and actions. Looking at A/B test data helps you make smarter choices for higher conversion rates.


What are the benefits of using multi-step forms on landing pages?

Multi-step forms are helpful as they make it easier for users. They break the information needed into smaller parts. This eases user focus, boosts engagement, and collects data smoothly.

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