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UX Research + Findings on Lead Forms

Tags: Tampa , User Experience

What is a Lead Conversion Form?

A lead conversion form is simply about getting a lead that has a genuine interest in a business and product offering. Real and actionable conversions come if two conditions are fulfilled: overcoming psychological obstacles + screening out the tire kickers.

“Collecting information from prospects with your form is a negotiation,
a process of easing into a relationship — and not a sudden event.”
- Mona Elesseily

Some Common Lead Conversion Forms Issues

  • Lengthy form leads
  • Too many fields, all fields are required and unorganized
  • Intimidating TCPA
  • Unclear and boring copy
  • Confusing field hierarchy
  • Uninformative client-side validation

Good Lead Conversion Form Objective

Collect all necessary information with less friction as possible to create more and better genuine leads, qualify engagement and sales readiness.

Best Practices: Labels

Labels Inside Fields
Labels inside textboxes reduce length and width of forms. With labels inside textboxes, users can easily recognize what kind of information they’ve entered by grouping textboxes based on the kind of information users will fill out and clearly label each section.

Labels Above Field with Hints Inside Field
Top labels are ideal if you want users to fill in the form as fast as possible. Hint text, located inside a form field, is an additional hint or example of the information required for a particular field.

The eye can move from a top label to the field in 50ms compared to 240ms for a left label informative client-side validation.

Best Practices: Good Copy

Headline + Subheadline
By focusing the form copy on the main benefit, it can accelerate the decision-making process of the prospects and increase sign-ups.

△31.54% when clarifying the purpose of the form.
△38.46% by adding a concrete headline.

Focus on giving the prospects a good reason or “pay off” to give us their personal information by filling out the form.

△83.75% by having specificity in the reasons of why to sign up.

This gives potential customer a clear idea of what to expect throughout the process of filling out the form.

Use concise, descriptive and easy to understand labels.

Private Policies
Privacy policies actually hurts conversion and reduces the number of sign ups. Tweaking the copy with credibility, clarity and authority are really what a prospect user wants in a Privacy Policy and will lift conversion.

▽18.70% by adding Privacy Policy.
△19.47% by adding credibility, clarity and authority about the importance of their privacy.

Emphasize what user will receive by clicking the button and focuses on the benefit rather than the process they have to go through with a clear, simple and understandable button for all ages users.

△4.79% when emphasizes what they will receive by clicking the button.
△90% changing the possessive pronoun “Your” to “My” increases the click through rate.

Best Practices: Mark Optional Fields

Research shows that most users approach forms with “voluntary over-disclosure” behavior. This means that they regularly offer more information than required even when they’re told that doing so is voluntary. When a form’s fields are marked required, it jeopardizes voluntary over-disclosure and makes users skip optional fields.

In one study showed that by changing the “phone” field from required to optional increased conversions by △275%

Best Practices: Masking & Reformatting User’s Input

Masking input fields in order to force users to enter information in an appropriate format. Mask is an expression that controls what users can enter in an input field.

Best Practices: Validation

When providing error tips or help, be short and informative. Customization for each error message to each textbox will be needed. Then users will be able to correct their mistakes without needing to see the label again.

Best Practices: Persona

Personas function as stand-ins for real users to guide decisions about design and functionality. They identify the user’s motivations, expectations, aspirations and behaviors. Helps take focus away from requirements and deliverables so designers can focus on the user’s goals. Getting to know your target’s personas helps focus, attract and fulfill users needs when filling out a lead form fast and easy.

Best Practices: Minimum Fields

The current average attention span of a human being is less than a goldfish. Literally. Human average attention span in 2013 is 8 seconds and a gold fish is 9 seconds. This means that the quicker you can get a visitor to complete the form, the better.

A recent study found that by decreasing the number of form fields from four to three it increased conversion by △50%

Architectural Design

A fundamental rule of landing page design is that CTA “should” always be positioned above the fold. However, above the fold is not necessarily the best position for all landing pages. CTA should be placed where it best compliments the decision making process of your visitors.
  • Above the Fold Lead Form
  • Below the Fold Lead Form

Above the Fold Lead Form

If the offer is very simple, and the prospect hardly has to do any thinking in order to make an informed decision, positioning the CTA above the fold generally works best.

Above the Fold Lead Form with Label Inside the Field (Low Fidelity)

Above the Fold Lead Form with Label Above the Field + Inside Field Hint (Low Fidelity)

Below the Fold Lead Form

If the offer is complex, and the prospect has to digest a lot of information in order to make an informed decision, positioning the CTA lower on the page generally works best.

A CTA placed way below the fold at the bottom of a very long landing page can significantly increase leads by △304%

Below the Fold Lead Form with Label Above the Field + Inside  Field Hint (Low Fidelity)

Works Cited


About The Author

UI/UX Consultant

Laura is a UI/UX Consultant in Cardinal's Tampa office. She explores many different approaches to solve user problems, ensuring that the product will logically flow from one step to the next. By identifying verbal and visual stumbling blocks Laura is able to refine and iterate the "best" user experience for clients.