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10 Tips for Landing Pages
and Forms that Convert
Landing pages and forms are the first date in your marketing relationship. Here are 10 great tips for making a
good first impression, inspiring trust and confidence and earning a conversion:
Provide a Consistent Experience
If a prospect clicks on a link in your email (or paid ad, website, etc.) and then ends up on a landing
page that looks completely different than how that email was styled, they may not continue.
Design with message matching in mind so your visitors experience consistent content and design
throughout their journey.
Message matching has been shown to increase conversion rates by more than 200%.
Know Your Audience
Are you marketing to new leads, existing leads or current clients? Your clients expect personalized
content in the digital age, and 74% actually get frustrated when they don't get it. Personalization
tools are widely available, and Marketo offers a dynamic personalization tool that lets you
personalize your landing pages — even when a contact isn't already in your database.
Only Ask for What You Need
Marketers tend to want prospects to give up a lot of information, causing many people to abandon
the form. Include a few fields and make the rest of the them optional. Be clear about which fields are
required by using asterisks or some other type of visual identification.
Pay Attention to Sequence
People lose interest as they move down form fields, so ask for the most critical pieces of information
first. Anything else is a bonus. For instance, you want to ask for job title straight off the bat, but that's
too much, too soon. After you've provided a prospect with valuable content, they'll be more likely to
share that kind of information the next time you interact.
Don't Make Prospects Fill Out the Same Information Twice
Having to fill out the same exact form multiple times is exasperating. Use hidden fields and
progressive profiling to help collect data. Existing leads and contacts won't have to retype
information, and you can provide ungated content to contacts already in your database.
Carefully Consider Your Field Types
After name, email address and company, limit free-form fields. If you let respondents manually enter
their job title, inconsistent data can enter your database making accurate segmentation a challenge.
Also, studies have shown that forms with radio buttons are completed more quickly (and more
often) than those with drop-down menus.
