8 Tips for Building a Good Lead Conversion Form


Lead information is important to better identify what types of people your site attracts and, more importantly, to provide enough data for your sales team to qualify and initiate a tackling of the best leads. Thinking about it, we selected 8 tips for the correct development of a Lead’s conversion form:

1. Highlight what the user gets in Exchange for Completing the Form

As much as the call on the previous page or Email Marketing has already made the promise of the benefit that the user will receive, it leaves quite visible on the conversion page what this benefit is.

2. Request Only the Information that is Essential to Qualify the Prospect

Remember that this form is only the first step in approaching the potential customer. Think about what information is really relevant so that you or your sales team can do the initial filter, remembering that the more fields there are in the form, the lower the conversion rate.

3. Don’t Ask for Confidential Information from the Start

Asking for information like ID or any other personal document immediately is something that scares potential customers. This type of information can also be easily obtained later in the sales process, when its use is really necessary. At first, focus on capturing only the important data to continue the relationship with your base in building a lead or intake form template.

4. Give an Immediate Response to the user After Filling

If the form exists to deliver exclusive content, drop the link to the content immediately after the user completes it. Also, please email the same information below. In this way, your audience will have a second chance to consume the content, possibly at a more appropriate time.

5. Store Potential Customer Information Securely

Make sure that the system automatically sends the complete data to your Leads database, as soon as a new conversion occurs, which contains all the information entered the form and any additional information obtained. With the laws of protection of personal data, it is important to save this information in a tool or database with security guarantee.

6. Make it Clear to the Visitor that you do not Intend to Spam

It is important to place a notice next to the form stating that you agree not to use that contact information for other purposes, much less to send spam. Write something short, objective and in clear Spanish, in addition to including the information of your privacy policies.

7. Prevents the user from having to think and Write a lot

Try not to put text fields with open questions, where the user needs to think a lot about what to write. Ideally, ask objective questions and, if possible, leave well-defined answer options.

This also facilitates the automatic qualification process for prospects in the future. It is also common to leave a single non-mandatory field at the end of the form for a more open question.

8. Pay Attention to the Small Details of Usability

Avoid some small usability mistakes that are often made and make conversion difficult, such as:

  • Abuse of small fonts and with little contrast.
  • Leave a Reset button at the bottom of the form.
  • Have an additional “email confirmation” field.
  • Not taking advantage of the sending call to action to reinforce the expected benefit (use “receive the e-book” instead of “send”, for example).

4 actions to Avoid Wasting Leads due to Errors when Filling out Forms

Some steps can and should be taken to minimize the possibility of invalid registrations in your landing pages and registration forms:

1. Criticism

Form criticism (HTML attribute that performs a final check on form fields) is the first step in avoiding the most common form errors. It works as a parsing of the addresses in the field where the email will be written.

The critic is able to identify the absence of characters such as at (@) and the use of invalid characters, such as the semicolon or the slash.

It is true that criticism eliminates a good part of the mistakes made in forms. However, you cannot understand typographical errors that do not invalidate the syntax of the email. If the email has an at sign and there are no invalid characters, the address goes through the review screen, but it is not safe from being an invalid address anyway.

2. Repeat Email

Many forms ask the visitor to enter their email address twice, in separate fields, during registration, to ensure that the same address has been entered. This, in theory, would eliminate the problem of invalid email.Let someone who has never used the copy and paste keyboard throw the first stone to skip this step more quickly, right?

However, the requirement of this field can be a bit irritating to the visitor using a smartphone, and irritating them is the last thing we want in the lead generation time!

3. Double Opt-in

The confirmation of the registration by email (or double opt-in) is presented as the definitive solution to the problem of the validity of the email in the forms.

Once the recipient receives the email and clicks the registration confirmation link, the invalid lead issue should be 100% resolved, right? Just no!

Although it is an excellent solution, double opt-in avoids generating invalid leads, but it also prevents generating potentially valid leads!

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