Contact form

A post-click landing page contact form is one of the most important items used to convert leads, and yet so many marketers fail at designing them correctly. Post-click landing page contact forms should be optimized for your visitors based on the marketing funnel stage of your offer. To determine how many form fields you should include, confirm where in the marketing funnel your offer is placed:

•Top of the funnel: For this stage, the objective here is to generate as many leads as possible, so not many fields are needed. You can nurture them to a sale through email later.

•Middle of the funnel: Middle of the funnel offers to explain why your product or service is the best option to solve the visitor’s problem. 

•Bottom of the funnel: Bottom of the funnel leads are in the market to buy now, and are just deciding on who to purchase from. 

Making all of the form information “required” will likely deter some of your prospects. By using optional fields, you give your prospect the ability to pick and choose what information they are comfortable sharing with you. It makes them feel like they are in control.

One way to do this is to label your optional fields, not the required fields. Three required fields and two optional fields:

Name – required

Email – required

Phone – required

City – optional

State – optional