Issue #

3

•

March 16, 2020

How to Improve Lead Form Conversion Rate

How do you make someone trust you with their email?

All business conducted on the internet starts with the humble lead form.

‍

Before a brand can communicate, convince, and sell to a potential customer, they must first pass a test. Have they done enough to convince the user that they're valuable and trustworthy enough to be allowed to contact them again?

Support us

Our mission is to help startup founders and early employees get better at growth.

Here's how you can help:
• Join our newsletter for weekly startup growth tips
• Follow us on Twitter

"Consider how to convey the authentic value of what you're selling. Use the real words of your customers in your taglines and your messaging. Think about your lead form as the start of a mutually beneficial relationship."

Lex Roman

//

Twitter

//

LinkedIn

//

Web

Growth Designer. Designing for impact. Building community around @growthdesigners @designanddata

"Include a privacy policy statement such as "100% privacy—we’ll never spam you," or "No charge- Unsubscribe anytime". A trustworthy statement like this will improve conversion rate over lead form generation."

Salman Saleem

//

Twitter

//

LinkedIn

//

Web

Full Stack Marketer

"Don't sleep on your Thank You page. People are more likely to take another action if they've already taken one. Make sure you redirect forms to a place that tells your story and gives the user a chance to purchase."

Hilary Paige Smith

//

Twitter

//

LinkedIn

//

Web

Saas Marketer at Roger.io

Design and Marketing Challenges

To turn a browser into a contact, there are a few challenges to address.

‍

First, design. Is your form intuitive?  Is the contrast right? Do your form field labels make sense? Are there too many fields or not enough? Did you actually go through the flow on mobile?

‍

If your design is on point, what other tools are at your disposal? You can work on building social proof with customer testimonials. Links to your privacy policy so they feel safe with you. Even customizing the form page for specific user cohorts to you can cater your value proposition around what you know about your user.

‍

In short, make it easy, make it relevant, and make yourself trustworthy.

by colinjamesb