One of the most common questions we get is “How do we drive more leads?” (demand/sales, whatever). Brands spend months and thousands of dollars creating downloads, webinars, and sales to drive new leads. But we find much less thought is put into the biggest point of friction: The actual form.

Here are 3 of the biggest reasons a form will fail to convert:

1. Avoid Overcomplicating Your Forms

The first step to optimizing your forms is to avoid asking for too much information. Here are some tips to keep in mind:

• Stick to Essential Fields: Only include fields that are necessary to meet your goal.
• Limit Required Fields: Too many required fields can deter visitors, leading them to provide false information or abandon the form altogether.
• Respect Privacy: Avoid asking for sensitive information, such as billing details, especially during free trials.
• Flexible Format: Allow flexibility in the format of the submitted content to facilitate a user-friendly experience.

2. Enhance the Value Proposition of Your Forms

To encourage users to fill out your forms, ensure they perceive value in doing so. Consider the following strategies:

• Clear Value Proposition: Clearly articulate the benefits users will gain from filling out the form.
• Thank-You Page: Incorporate a thank-you page or a pop-up message to acknowledge the users' efforts post-submission.
• Reassurance: Reassure users that their personal information will remain confidential and safe from spam.
• Engaging CTA: Use clear and inviting call-to-action texts, such as "Sign Me Up" or "Download Now," to enhance conversion rates.

3. Focus on User-Friendly Design

A user-friendly form design can significantly enhance the user experience. Here's how you can achieve this:

• Real-Time Validation: Implement real-time validation to alert users of errors as they fill out the form, preventing frustration post-submission.
• Mobile-Friendly Design: Ensure your forms are mobile-friendly, with sufficient space between fields to avoid accidental selections.
• Social Media Lead Forms: Utilize social media lead forms that pre-populate information when a user is logged into the platform, offering a seamless experience.

Simplify, Entice, and Optimize

While driving more leads may seem like a relentless pursuit, focusing on simplifying, enticing, and optimizing your forms can be a significant step forward. By implementing these crucial fixes, you can alleviate frustration and start generating prospects effectively.