Brands should create optimised lead forms on landing pages to enhance conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 18, 2020, 5:18 PM UTC

They should limit the form fields to a minimum to prevent users from bouncing out.

This piece suggests marketers should include minimum lead forms on their landing pages to decrease bounce rate. Online users can feel uncomfortable about revealing personal and sensitive information. However, businesses can split their long forms into multi-step forms to request for more information.

Marketers can include testimonials from their existing customers to build confidence in the new visitors. Brands can place the logos of some of their famous clients on their landing pages to build credibility. Businesses can also highlight the size of their customer base to establish trust.

Brands can use video backgrounds on their landing pages to capture customer attention or explainer videos to explain their product offerings better. Marketers can use images to highlight a product, tell a story or direct the visitors’ attention to a call-to-action (CTA) button.

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