Forms deserve far more consideration than they get. Compared to how much time we invest in every other element of a lead generation campaign – the advertising, the content download, the landing page – the opt-in form often just gets slapped in like an afterthought.
That’s strange behavior, given that the information we’re gathering through that form is the whole point of the campaign.
Of course, so long as the rest of the campaign works, we can get away with default forms. But as advertising gets more expensive, and we’re expected to continually deliver more leads and better leads, we eventually have to up our game.
If you’ve come to the point where you’re not going to be given any more budget, but you’re expected to produce more results, and you’ve optimized everything else you can, it may be time to (finally) optimize your campaigns’ lead gen forms.
Having to optimize your forms might not actually be so bad. Thanks to GDPR, many of us have just recently gotten through an emergency primer on data management. We’ve buffed up our knowledge on what information to ask for and when. And so while it might take some testing to find it, the right tweak to an opt-in form could increase the conversion rates of your lead gen forms by 30 percent or more.
Forms can be conversion rate powerhouses. They can – if optimized correctly – deliver more leads and better leads.
What to expect when you optimize lead generation forms
But I’m not going to kid you… optimizing forms has risks. For starters, you need to be prepared for the fact that most of your A/B tests won’t work.