10 Steps To Crafting An Irresistible Landing Page Form

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
I write Conversion Insider newsletter.

Have you ever considered the full potential of a landing page form on your website? This seemingly simple component can transform your customer engagement, conversion rates, and, ultimately, your business success. But only if it’s irresistible.

You may ask, “What makes a landing page form irresistible?” Well, that’s exactly what we’re about to unravel. You’re about to learn landing page form design best practices.

In the fast-paced, digitally connected world we live in, a high-performing landing page form design is more critical than ever. A well-designed form acts like a warm, persuasive salesperson, charming your prospects, collecting crucial data, and leading them further down your sales funnel.

However, crafting the perfect landing page with forms that strike a balance between being informative yet not intrusive, appealing yet not overwhelming, is an art form in itself. If it sounds complicated, don’t worry because we’ve got you covered.

Welcome to the ultimate guide to creating a perfect form landing page design. In this comprehensive guide, our digital marketing agency will share 10 powerful tips to transform your form on landing pages into a high-converting machine. You’ll learn everything from identifying the purpose of your form to optimizing it for better conversions. 

So, are you ready to step up your digital marketing game? Let’s dive in and make your landing page forms the most irresistible ones on the internet.

Table of Contents:
Well-crafted forms help you collect contact information so you can continue moving potential customers down your funnel. In this article, we'll show you what makes a great landing page form design.

Understanding A Landing Page Form And Its Potential Impact On Your Business

A landing page form is more than just a collection of fields for site visitors to fill out; it’s a powerful marketing initiative that can revolutionize your business.

But first, what exactly is a landing page form?

A landing page form is a tool embedded on your landing page that gathers information from your visitors. This information could range from basics to more specific details:

  • Address
  • Phone number
  • Name
  • Company size
  • Industry
  • Preferences

Visitors complete the form in exchange for something valuable – a whitepaper, a discount code, an eBook, a free trial, or even a consultation call. 

The magic of a landing page form lies in its potential to engage your audience, foster relationships, and drive conversions. Here’s how:

  • Lead generation: Each form completion represents a potential lead for your business. These individuals are actively interested in your offering, making them excellent prospects for future sales and marketing efforts.
  • Audience segmentation: Landing page forms allow you to gather data that helps segment your audience. You can tailor your future marketing initiatives based on the information collected, ensuring you’re hitting the right target with the right message.
  • Customer relationship building: By providing value in exchange for information, you start a relationship with your site visitors. This exchange could be the first step in a long-term interaction, fostering trust and loyalty.
  • Data collection and analysis: Forms give valuable insights into your audience’s needs, preferences, and behaviors. This data is instrumental in shaping your product or service offerings, pricing strategies, and overall business decisions.
  • Brand exposure: By incorporating social media links or share buttons in your form ‘Thank You’ page, you can encourage site visitors to share your content, enhancing your brand’s visibility and reach.

The impact of an effective landing page form on your business can be profound. It can drive conversion rates, foster stronger customer relationships, enhance your marketing strategies, and boost your bottom line. However, remember that a landing page form is just one of the vital landing page elements that contribute to your online success.

Different Types Of Landing Page Forms You Must Know About

When it comes to landing page forms, one size certainly does not fit all. Blindly following landing page forms best practices is not enough if you don’t understand your needs first.  Each business has unique needs and objectives, and the type of form you use should align with those specific goals. Here, we delve into the diverse range of landing page forms that can boost engagement, generate leads, gather valuable customer insights, and drive conversions.

Each of these forms serves a distinct purpose, and their success lies in matching the right form to the right objective. As your journey of creating an irresistible landing page form design continues, remember that it’s not just about your form’s looks – it’s about how it aligns with your goals and meets your visitors’ expectations. No matter if you’re working on a B2C or B2B landing page design, you should understand the difference between the following form types:

Lead Generation Forms:

These are the powerhouses of digital marketing. Designed to collect visitor information, lead generation forms are used to fuel your email marketing campaigns, enable follow-ups, and nurture leads. They typically ask for basic contact information like name, email, and, sometimes, company details. For a more specific use case of lead generation forms, you might want to explore the realm of an email capture landing page – a highly effective strategy for growing your email list.

Landing Page Contact Form:

This is often the go-to form for visitors wanting to contact you. It’s a straightforward way for your audience to ask questions, request a callback, or learn more about your products or services.

Customer Feedback Form:

Curious about what your customers think about your product or service? Look no further than a customer feedback form. These forms are invaluable for gauging customer satisfaction, understanding user experience, and collecting data that can help you improve your offerings.

Online Ordering Forms:

If you’re in retail or eCommerce, an online ordering form is a must-have. It simplifies the buying process by allowing customers to place orders directly from your landing page.

Online Quote Forms:

For businesses in industries like insurance, real estate, or bespoke manufacturing, an online quote form is a crucial tool. Prospective customers can provide details about their requirements and receive a cost estimate in return.

Signup Form:

Whether for a newsletter, a webinar, or an upcoming product release, signup forms are a great way to keep your audience engaged and informed.

10 Tips For Crafting A Perfect Landing Page Form Design

Designing an irresistible landing page form is a combination of art and science. It’s about more than just aesthetic appeal – it’s about understanding human behavior, usability, and your business goals.

When a form is designed well, your visitors hardly notice it – they simply breeze through it, effortlessly providing the information you need. On the other hand, a poorly designed form can lead to frustration, form abandonment, and a loss of potential leads.

Ready to take your form design to the next level? Buckle up as we take you through 10 best practices that can transform your landing page form design into a powerful conversion tool. Let’s dive in and start crafting a form your audience will enjoy completing, and that will deliver the best possible results for your business.

Identify The Purpose Of Your Landing Page With Form

Every successful marketing initiative begins with a clear purpose. The same principle applies to your landing page form design. Identifying the purpose of your form is a critical first step in the design process, as it sets the direction for your entire design and helps ensure your form aligns with your business and marketing objectives.

Ask yourself: What do you hope to achieve with this form? The answer could range from boosting form conversions, collecting contact information for lead nurturing, gathering customer feedback, or encouraging sign-ups for a newsletter or webinar.

The purpose of your form directly influences its design. For example, if your goal is to collect data for a market research survey, you may require more detailed fields in your form compared to a simple newsletter signup form. Similarly, an online ordering form will require different design formats and security features than a basic contact form.

Your landing page also needs to play a significant role here. If the primary goal of your landing page is to generate leads, then the form needs to be designed to capture visitor information effectively. Conversely, if your landing page is geared towards sales, the form should facilitate a smooth and secure checkout process to increase landing page conversions.

In all cases, the form’s purpose should reflect your overall marketing process and goals. A clear purpose not only guides your form design but also helps you measure its success. You can track and analyze form data and evaluate whether it fulfills its intended objective.

So take a moment to identify the purpose of your form – it’s a step that will pay dividends in the long run.

An example demonstrating single column, double column, and hybrid landing page form layout.

Start By Finding The Right Form Layout For Your Landing Page

With the purpose of your form in hand, it’s time to move on to the next critical step – determining the layout of your form. Your form layout plays a pivotal role in the user experience and can significantly impact your form conversions.

In essence, your form layout is the way your form fields are organized on your page. There are three main types of form layouts you might consider:

  • Single Column: This layout stacks form fields vertically, one on top of the other. It’s easy to follow and is considered the best option for mobile users. Single column layouts are simple and intuitive, offering a clean and straightforward path for the eye to follow. This layout is especially effective when your form has fewer fields.
  • Double Column: This layout includes two vertical columns of form fields. It’s a good option for forms that require a lot of data, as it can make the form appear shorter and less overwhelming. However, double-column layouts can sometimes confuse visitors, especially on smaller screen sizes. It’s crucial to ensure that the order of your fields is logical and easy to follow.
  • Hybrid: The hybrid layout is a combination of single and double-column layouts. It uses a single column for important and complex inputs, while simple inputs (like ‘first name’ and ‘last name’) are placed in a double-column layout. This can make the form appear less daunting and increase form completion rates.

Which Landing Page Form Layout Is Driving The Most Conversions?

Single column layout is the most popular, as some designers confidently preach that these deliver the highest conversion rates. But this is not always the case. In Hubspot’s research, double-column forms performed 57% better than single-column landing page forms.

But what does this mean?

There’s no one-size-fits-all answer to this. The best layout for your landing page form will depend on the type of form data you’re collecting, the number of form fields you need, and your users’ preferences.

To choose the suitable layout, start by getting answers to the following questions (utilizing some of the best UX research tools will help):

  • What is the purpose of your form?
  • Who is your audience?
  • Are your users typically on mobile or desktop?
  • How much information do you need to collect?
  • Would a single-column layout be too long?
  • Would a double-column layout be too confusing?

Once you’ve chosen a layout, track its performance using form analytics. If you notice a high abandonment rate or find that users often make errors or need to correct their inputs, it may be time to reconsider your layout or add extra help text.

Finding the right form layout may take a bit of testing and adjusting. Still, it’s an essential step toward creating an irresistible landing page form that boosts conversions and enhances the user experience.

The Number Of Form Fields On High-Converting Landing Pages

As you design your landing page form, a fundamental question you’ll likely face is – how many form fields should you include? It’s a delicate balance. After all, too few might mean missing out on valuable data, while too many might scare away potential leads.

While no magic number guarantees conversion, it’s a common belief that short forms usually have higher conversion rates. But the truth is, the ideal form length will ultimately depend on where your audience is in the sales funnel. 

Let’s break it down:

  • Top of the funnel: At the initial stages, your target audience is just getting to know your business. They’re not heavily invested yet, so keeping forms short and sweet is best. Ask only for essential information, such as name and email address. This way, you lower the barrier to entry, making it more likely for visitors to engage with your form.
  • Middle of the funnel: Prospects show more interest and commitment to your offering as they move down the funnel. Here, you might get away with adding a few more form fields to gather more detailed information. For instance, you might want to know their company size, industry, or role.
  • Bottom of the funnel: At this stage, your prospects are almost ready to convert – be it to make a purchase, schedule a consultation, or sign up for a trial. They’ve shown a high level of interest, so they might be willing to share more detailed information about themselves. However, be careful not to overdo it. Include only the fields that are truly necessary for this conversion step.

Also, consider your conversion goals, the quality of leads you want to attract, and how motivated people are to fill out your forms. And always conduct A/B testing.

Required Vs. Optional Landing Page Form Fields

Another essential consideration is determining which form fields should be required and which should be optional. Striking the right balance between these two types of fields can significantly impact your form’s conversion rate and the quality of data you gather.

  • Required Fields: These are the fields that the user must fill in to submit the form. They’re often marked with an asterisk (*) or another symbol. If your business needs specific information to move the relationship forward, make it required. For instance, the email address and name fields are often required in a lead generation form. Without these, you couldn’t follow up with the prospect. Be cautious, though. If you require too many fields, users might find it overwhelming or intrusive, abandoning your landing page form.
  • Optional Fields: Optional fields allow you to collect additional, often more detailed, information about your prospects without increasing the barrier to form submission. For example, in a lead generation form, you might include optional fields asking for a user’s job title or industry. This information can provide valuable insights about your audience but is not essential to the lead nurturing process.

Striking the right balance starts by understanding your audience and your goals.

Consider your form’s purpose. If you want to encourage initial engagement, keeping your form simple with only a few required fields is best. However, if your form is meant to generate high-quality leads for a complex product or service, don’t hesitate to make more fields required to ensure you collect the detailed information necessary for effective follow-ups.

And always be clear about why you’re asking for each piece of information. If users understand the value they’ll receive in exchange for their data, they’ll more likely submit the form.

Sometimes, a short form just won’t cut it. But, if not handled correctly, long forms can appear daunting and lead to higher abandonment rates. So, how do you make long forms more engaging and manageable? Use the breadcrumb strategy, often called multi-step forms.

The breadcrumb technique is a user interface pattern used in form design. It borrows its name from the fairy tale “Hansel and Grete,” where the children drop breadcrumbs to mark their tails. Similarly, in form design, the breadcrumb strategy involves breaking down a long form into smaller, manageable sections and guiding the user through the form, one step at a time.

The strategy works because it helps to reduce cognitive load. By showing only one section of the form at a time, you make the form seem less overwhelming. It also adds a sense of progression, motivating the user to complete the form.

Here’s how to implement the breadcrumb technique in your long landing page forms:

  • Break down your form into logical sections: Identify natural groupings within your form fields. For example, you might have one section for contact information, another for personal preferences, etc. Each of these sections becomes a ‘step’ in your form.
  • Use progress indicators: A progress indicator helps set expectations and gives users a sense of accomplishment as they complete each section.
  • Provide clear navigation: Make sure it’s easy for users to move between steps. They should be able to go back to previous sections to review or change their information if needed.
  • Add a personal touch: Personalize each step with a message or question. This makes the form feel more like a conversation and less like a daunting data entry task, enhancing the user’s marketing experience.
An example showing 4 different field label placements.

Mind Where You Place Field Labels

Creating an engaging, high-converting landing page form goes beyond simply choosing the right form fields. An often overlooked but critical aspect is the placement of field labels. Where you place these labels can significantly impact your form’s usability and, ultimately, its conversion rates.

Field labels are descriptive texts that tell users what information to enter in each form field. They can be placed in different locations relative to the form fields:

  • Above the field: This is the most common placement. It’s easy to read and scan but can make your form appear longer, especially if you have many fields.
  • Left-aligned: This placement can work well if your form is in a narrow column. However, it can be harder to read because the eye has to zigzag from the label to the field.
  • Right-aligned: This placement is less common and harder to read, especially since most of us read from left to right. However, it could be helpful when you want to save horizontal space.
  • Inside the field as placeholder text: An excellent way to make your form look clean and minimalistic is to add placeholder text. However, there’s a risk that users will forget the information they need to enter once they start typing, especially if the form data is complex or unfamiliar.

There’s no one-size-fits-all solution to this. Most form builders and form editors allow you to easily adjust this. However, a general rule of thumb is to prioritize readability and clarity. Ensure your labels are close to the associated fields, and use clear, concise language. If you use placeholder text, consider adding an additional label outside the field to ensure users don’t forget what information they need to provide.

Master Writing Effective Microcopy For A Landing Page Form

Once your landing page form design is in place, it’s time to focus on another critical ingredient for conversion: microcopy. We’re not talking about landing page copywriting here. Microcopy is the small bits of text on your form that guide, reassure, and persuade users. It can make the difference between a potential lead clicking away and a successful form submission.

The right microcopy can address a user’s concerns or objections before they even have a chance to articulate them, effectively nudging them closer to your landing page goals. Here are some tips to help you master the art of writing effective microcopy for your landing page form:

  • Be clear and concise: Microcopy is not the place for verbose language. It should be concise, clear, and direct, helping users understand what they need to do or what they can expect once they submit their form data.
  • Speak your user’s language: Avoid jargon or technical terms that might confuse users. Use natural, conversational language that resonates with your target audience.
  • Provide reassurances: Address common concerns such as privacy and commitment. For example, if you’re asking for an email address, reassure users that you won’t spam them or share their details with others. Also, explain why you need specific information.
  • Make error messages helpful: If a user makes a mistake when filling out the form, provide a clear and helpful error message to guide them toward the correct input.

While it may seem simple, writing an effective microcopy requires a deep understanding of your audience, a clear sense of your form’s purpose, and a dash of creativity. But the effort is well worth it. With the right microcopy, your landing page form can become a powerful tool for engagement and conversion.

Form Placement Is More Important Than You May Think

When it comes to landing page form design, one aspect often overlooked is the placement of the form itself. Many business owners and marketers focus on perfecting the form fields and the microcopy but fail to pay attention to where the form is positioned on the landing page. The truth is, form placement can play a pivotal role in your conversion rates.

Strategically placing your web form on landing pages can lead your visitors through content and toward your CTA button. It guides their journey, providing a clear starting point and smooth, intuitive navigation.

So where should you place your form? Here are some options:

  • Above the fold: The most common practice is to place your form above the fold – meaning the part of the web page that is visible without scrolling. This makes your form immediately visible to site visitors, increasing the likelihood of engagement. However, this isn’t a hard and fast rule and may not work for every landing page.
  • Below relevant content: If your product or service requires some explanation or selling, you might place your form further down the page below the relevant information. This allows your audience to understand your offer before filling out a form.
  • In the sidebar: Placing the form in a sticky sidebar can be effective, especially on long pages. This keeps the form visible and accessible as users scroll down the page.
  • End of the page: In some cases, placing the form at the end of the page, after providing all the necessary information, works best. This is particularly true for high-commitment offers where users must read and understand a lot before deciding.

It’s also crucial to consider how your form appears on mobile devices. Ensure it’s visible and accessible on smaller screens.

Craft Value-Based CTA

Your call to action (CTA) is arguably one of the most crucial components of your landing page form. It’s the final nudge that propels your visitor into becoming a lead or customer. However, if your CTA is generic or uninspiring, it may fail to convert your visitors.

So, what can you do to truly optimize your conversions? Craft a value-based CTA.

A value-based CTA emphasizes what the user can gain by completing the form rather than the action they need to take. For instance, instead of generic ‘Submit’ or ‘Pay,’ you could use ‘Get My Free eBook,’ ‘Join the Community,’ or ‘Start Saving Time Now.’ This approach makes it clear to your visitors that completing your landing page contact form is more than just a transaction – it’s a step towards gaining something valuable.

Here are some tips to help you create compelling, value-based CTAs:

  • Use actionable language: Make your CTA button dynamic and exciting with verbs that inspire action.
  • Personalize: If possible, make your CTA personalized to your user or your offering.
  • Keep it concise: While your CTA should be value-focused, it must also be concise. The best calls to action get to the point quickly.
  • Make it stand out visually: Your CTA button should be one of the most noticeable elements on your landing page. Use contrasting colors, large text, or unique shapes to make it stand out.
  • Align with the purchase process: Make sure your call to action aligns with where the visitor is in the purchase process. If they’re still in the consideration phase, a hard sell like ‘Buy Now’ might not be as effective as ‘Learn More.’

Remember, your CTA isn’t just the final step of your form; it’s a critical part of your marketing strategy.

Autofill is an excellent feature that will help users complete your landing page form faster.

Autofill Option Helps Site Visitors Complete Forms Up To 30% Faster

In the digital landscape, time is of the essence. Internet users have increasingly shorter attention spans, and any friction or delay can cause potential leads to bounce off your site. One effective way to enhance user experience and speed up the form-filling process is by providing an autofill option in your web form.

Autofill is a feature that allows a user’s device to predict and automatically complete fields in a form using information stored in the user’s browser. By leveraging this feature, you can help your site visitors complete forms up to 30% faster, naturally leading to more form conversions.

Ensure you use standard naming conventions for your form fields to make the most of the autofill feature. This enables the browser to accurately identify the type of form data required in each field and autofill accordingly.

However, remember that not all fields are suitable for autofill. For instance, fields that require unique or sensitive information should be excluded. Always allow users to turn off autofill for individual form fields or the entire form if they prefer. 

Keeping an eye on your form analytics can help you understand whether autofill is improving your conversion rates and identify areas for further optimization. Incorporating autofill into your landing page form design isn’t just a neat technical trick. It’s a user-centric feature that can significantly improve the browsing experience and the way people feel about your brand.

Keep Optimizing Your Landing Page Form Design For Better Conversions

You might understand landing page best practices, but no matter how well-designed your forms are, there’s always room for improvement. In a dynamic digital environment where user behaviors, technologies, and market trends constantly evolve, continuous optimization is key to staying ahead and maintaining high conversion rates. 

Optimization is a process of making iterative changes to your form based on insights derived from user behavior, feedback, and performance data. This could involve tweaking your form layout, changing your CTA, or adding new form fields. The goal is continually refining your form to improve its usability, relevance, and conversion potential.

Here are some steps you can take to optimize your landing page form:

  • A/B testing: Experiment with different versions of your form to see what resonates best with your audience. Test different form lengths, layouts, CTAs, colors, and more.
  • User feedback: Regularly gather feedback from your users. You can do this through user testing, interviews, or user experience survey questions
  • Performance tracking: Monitor key metrics such as form completion rates, conversion rates, and form abandonment rates to gauge your form’s performance. These insights will help you identify areas for improvement.
  • Competitor analysis: Keep an eye on your competitors and industry best practices. See what’s working for others, and consider if and how these strategies could work for you.

Remember, just because a form is converting well now doesn’t mean it will continue to do so in the future. Regularly reviewing and refining your form is key to ensuring it continues to meet the needs and expectations of your users and contribute to your business goals.

However, don’t change too much at once. Make incremental changes and test their impact. This will help you understand what works and what doesn’t for your unique audience.

Conclusion

Crafting a high-converting landing page form isn’t an accident; it’s a result of strategic planning, thoughtful design, and constant optimization. Every detail matters in shaping the user experience and influencing form conversions.

In this guide, we’ve shared our top tips for crafting an irresistible landing page form. But remember, what works for one business may not necessarily work for another. The key is to continuously test, gather user feedback, and optimize your form based on your unique audience and business goals.

If you’d like to have professionals by your side when designing landing page forms, Alpha Efficiency is here to help. Our team offers comprehensive landing page design services that can help you create a form that not only looks great but also converts. We’re here to handle the heavy lifting and help you grow your business.

With a perfect blend of creativity, user understanding, and data-driven decisions, we’ll help you design landing page forms everyone enjoys filling out. 

Do you want to learn more about how we can assist you? Feel free to schedule a call with us. We’re always here to help you navigate the complexities of digital marketing and web design.

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