19+ Examples of Killer CTAs You Should Learn From

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

Designing calls to action that convert is one of the most important and difficult tasks for marketers and online businesses. There are tonnes of best practices you can follow and guidelines to help you create more compelling CTAs yet the vast majority of brands fall short when it comes to putting these into practice.

Today I’ve got 19 examples of killer CTAs you should learn from. Each example comes with at least one image and an explanation of what makes it such a good call to action. So read on, take notes and get ready to start designing calls to action that convert from the day they go live.

#1: Looker

Analytics is something every department needs in a modern business but it can be daunting for people with no experience of handling data. Looker aims to solve this problem by creating a visual analytics platform that turns data into graphs and sharts anyone can take insights from.

The call to action on its homepage is the first thing you see when the page loads. Small, punchy and convincing, it gets the platform’s value proposition across instantly.

Visually speaking, it’s bold and attention-grabbing with good use of colour, contrast and font size/styles. Also, notice how it presents two CTA buttons with its primary conversion goal highlighted in orange to make it stand out.

#2: Evernote

Evernote takes all of the design cues we mentioned in our first example: bold text, different font styles and a brightly coloured CTA button. Once again, it captures the core value proposition of using Evernote in a punchy headline and a subline.

Pay attention to the CTA button text, which uses the second-person “your” (first vs second term tense is a big CTA button talking point) and one of the most important the power words in copywriting: “free”.

Further down the page, you’ll find another CTA taking most of the same design principles, except it drops the headline-subline format in favour of a single line of bold text and slightly different CTA button text. That power word “free” is there, though.

#3: Kissmetrics

You would hope Kissmetrics would know how to put a decent call to action together but it’s surprising how many players in the marketing industry come up with underwhelming CTAs.

Kissmetrics gets it spot on with this example, though. What business doesn’t want to “get, keep and grow” their customer base?

Kissmetrics seems to like this CTA (hopefully from highly successful testing) so much that it repeats it further down the page, only dropping the subline and throwing in an extra CTA button to give users another option.

#4: Plated

This call to action from Plated is one of my favourite examples of what I call an all-inclusive CTA. I’m talking about a call to action that speaks out to everyone who reads it. I mean, who on this planet doesn’t like food? And, in this busy lifestyle we’re all compelled to live, who on Earth wouldn’t like the time or resources to eat better meals at the end of the day.

#5: Shakr

I’m not normally a fan of animated CTAs because the animation tends to distract attention away from the message itself. In this case, I think Shakr justifies the animated CTA by targeting specific audiences and use cases where it’s the “best video maker”.

#6: Lush

Aside from creating a visually compelling CTA that jumps out from the page, Lush has adapted the man call to action on its homepage for Valentine’s Day. It’s highlighted a crucial time of the year for its brand tailored its cire message to suit.

Christmas isn’t the only calendar event that matters to businesses.

Scroll down the page and you can see Lush has also adapted its content strategy for Valentine’s Day and used it to capture leads at the top of the sales funnel.

#7: Tableau

Tableau is another analytics provider with a difference and it needs to find a way to communicate this difference in a CTA. The brand has identified one of the biggest problems businesses face when it comes to data: turning all those numbers into something that actually has a positive impact on their profit margins.

For anyone who’s tried to unleash the full power of data and failed, this CTA will speak out to them.

#8: Hotjar

Hotjar provides a more niche kind of analytics platform in the shape of heatmapping to help you understand what users are doing on your site. Once again, it can be difficult to know exactly which elements of the page users have/haven’t seen and where they’ve clicked from numbers alone.

Hotjar promises to show you how your visitors are really using your website.

#9: Campaign Monitor

Campaign Monitor does something else I don’t often like to see with a CTA in the hero section of a homepage: the overly-used video background. Aside from being a gimmick, you risk taking attention away from the message in your call to action by taking this approach – so use with caution.

There are always exceptions, though, and I think Campaign Monitor qualifies with this call to action design. With an overlay darkening the video background, there’s just enough contrast for the white text to stand out (only just, mind you) and those double CTA buttons both capture attention as the brightest elements on the page.

#10: Dropbox

Dropbox is one of the earliest and biggest successes of the cloud computing startup boom. This CTA captures the Silicon Valley tone perfectly with talk of creative energy, modern workspaces and focusing on the things that matter.

That magic power word makes another appearance in the Dropbox CTA button as well. Above all, Dropbox gets across its value proposition quickly in language its target audiences resonate with.

#11: Pocket

Pocket is a tool designed for a very specific use case: allowing people to save content and web pages for later. This makes it much easier to create a concise call to action that explains why people should use Pocket. Unlike Dropbox, Pocket decides to spell this out in plain language rather than dress it up in startup lingo.

A different approach but an effective one.

#12: CXL Institute

This CTA from Conversion XL’s CXL Institute isn’t much to look at. In fact, it’s safe to say it’s the ugliest call to action we’ll be looking at in this article but I want you to pay attention to the copy:

  • “Learn from the top performers to become one”
  • “Online courses on growth, digital marketing, optimization, analytics, persuasion. Perfect for teams.”
  • World’s leading practitioners teaching you their best stuff.”

Almost every word on those three lines promotes CXL Institute as the best place to learn core values Conversion XL’s target audience crave the most. It seems there isn’t a course for attractive web design but I imagine the section in creating a compelling CTA is pretty good.

#13: Bulletproof

Bulletproof opts for a slider of three different CTAs for the hero section of its homepage. I’m not the biggest fan of sliders normally but this one is visually sleek, well balanced and perfectly optimised for mobile.

Again, CTAs are bold and full of contrast while the “Save 10%” button text in the first slide is a great example of compelling copy.

#14: Netflix

Netflix has a habit of creating great CTAs and this one is no exception. “See what’s next” hints at the binge watching tendencies people are so vulnerable to when watching series on Netflix, reinforcing its brand image as something people can’t get enough of, something everyone should try.

Then we have “watch anywhere” in the subline which promotes the mobile aspect of the platform for people who want to watch their favourite shows as soon as a new episode is out, regardless of where they are. While the “cancel anytime” benefit tells people they’ve got nothing to lose by signing up for that incredibly tempting free trial.

#15: Spotify

Spotify is for music listeners what Netflix is for film/TV fans and it also knows how to nail a call to action. It doesn’t even ask desktop users to create an account, allowing them to open up the web player and start listening with one click.

Then we have the mobile CTA which also highlights the free version of Spotify ahead of the paid premium version. Of course, Spotify gets ad revenue from people who use its free version so there’s incentive to keep enough people using the free version of its app.

#16: Codecademy

Codecademy keeps it simple with the CTA in the hero section of its homepage. After all, this is what the brand is all about: making the complex art of programming simple to learn for everyone.

It’s the interactive element of Codecademy that set it apart from the other online resources for learning code when it first hit the scene – and there aren’t many that make interactivity a priority, even now.

Oh yeah, and Codecademy is also free.

At least it was until it launched Codecademy Pro, a paid version of the platform that helps users take their coding skills to the next level – or “the next step for your career” as it puts it in the CTA.


#17: Unbounce

As an industry leading landing page builder, Unbounce can’t really afford to come up with subpar CTAs. And the company has refined its CTAs over the years, mostly focusing on the same selling points: creating high-converting landing pages quickly.

This is still true today and its latest CTA is one of the best examples I’ve seen from Unbounce.

#18: TaxJar

TaxJar absolutely nails its value proposition in this CTA and there’s not much more to say about it. Automating tax calculations, reporting and filings may not be the most glamorous of services but it sounds like a dream come true for just about every business owner.

#19: Usabilla

Usabilla is a platform that makes user testing easier and more insightful for marketers and businesses alike. In other words, it makes optimisation easy and what CTA to wrap up our list of examples. Clean, concise and right to the point, this call to action perfectly sums up the Usabilla selling point just three words (or ten if you include the subline).

What’s the main takeaway from these examples?

The key takeaway from the examples we’ve looked at today is it’s the copywriting in your CTAs that really matters. I’m not saying design isn’t important but the role of design here is to take a back seat and let the message in your CTA copy speak loudest.

Bold colours, font choices, contrast and placement are all vital CTA design choices but they serve to make your call to action jump out of the page and give your copy the best chance of getting its message across.

The real challenge in creating CTAs that convert is coming up with punchy, compelling copy that makes hard for users to scroll past without clicking.

Webinar Software: 10 Best Webinar Platforms Compared

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

Webinar marketing is a vital strategy for B2B businesses and a lot of consumer brands are also turning to it for their own B2C marketing efforts. Webinars give you the chance to build a more personal relationship with your audience, delve deeper into the topics that concern them and build your brand as a place people can come to for important info.

We’re not here to talk about what makes a great webinar here today, though. Instead, we’re going to run through some of the best webinar marketing platforms available right now to get your own webinar strategy up and running.

We’ll be running through the features, pros and cons of each platform, plus a brief explanation on what purpose each platform is best suited to – everything you need to choose the best webinar platform for your needs.

#1: EverWebinar

The first platform we’re looking at is EverWebinar, a powerful webinar automation tool that aims to help you build email marketing lists with a purpose. With EverWebinar, you can schedule and automate your webinar footage to play at set intervals and the software aims to recreate the live experience for users.

The goal is to increase engagement and attendance by telling users the next webinar is about to begin, even if you choose to replay it a dozen times per day.

We use EverWebinar to automate our own webinar strategy and we’ve seen great results from the platform’s features.

EverWebinar features:

  • Automate webinars: Schedule webinar to replay at set times throughout the day – eg: every hour.
  • Just-In-Time Webinars: Tells users there’s a webinar just about to start, encouraging them to sign up on the spot.
  • Block night-time viewing: Stops playing your webinar through the night to keep the illusion of live webinars realistic.
  • Block dates: Stop your webinar from playing on any desired date or holiday.
  • Time zone auto-detection: Automatically sets your webinar plays to different time zones so you only have to schedule things once.
  • Free training: In-depth resources on creating webinars and using EverWebinar.
  • Integration: EverWebinar is designed to build email leads and integrates with email ActiveCampaign, GetResponse, MailChimp and other email marketing platforms.
  • Analytics: Insights on the performance of your webinar strategy.

Just-In-Time Webinars is a great feature that really gives people the nudge to sign up and attend your next screening.

Who is EverWebinar for?

EverWebinar is the platform for you if you want to automate screenings of your prerecorded webinars and turn them into a highly effective lead generation strategy. This is a truly unique platform.

#2: WebinarJam

WebinarJam is developed by the same team as EverWebinar but the focus is on screening live webinars this time. WebinarJam is more like a traditional webinar platform designed for live events so there’s no automation or scheduling with this tool. However, it syncs perfectly with EverWebinar to provide a platform combination that caters to all of your webinar needs – more capable and cheaper than most of the competition.

WebinarJam features:

  • Streaming: Stream to Facebook Live, YouTube Live or WebinarJam’s private JamCast broadcaster.
  • Recording: Automatically record every webinar for use with EverWebinar.
  • Branded pages: Customise your pages for brand consistency.
  • Interaction: Engage viewers with live chat, polls and a virtual whiteboard.
  • Presentations: Insert pre-recorded video into your webinars for presentation purposes.
  • Security: Webinar rooms protected by password.
  • Analytics: Reporting on your live webinar performance.

Aside from the live streaming itself, the auto-record feature is an absolute winner with WebinarJam. This means every webinar you hold provides evergreen material for your webinar strategy that you can replay with EverWebinar.

Who is WebinarJam for?

Marketers who want to stream webinars live and record them for use with EverWebinar.

#3: GoToWebinar

GoToWebinar is a popular alternative to WebinarJam that allows you to stream live webinars and send recordings to attendees once it’s finished. It’s a solid platform but it comes with fewer features than WebinarJam and you don’t get any of the automation or scheduling features of EverWebinar. The main frustration with GoToWebinar is the restrictions you get on its packages. For example, on the Starter plan, you’re limited to 100 participants per webinar and prices drastically increase if you want to increase your limits.

GoToWebinar features:

  • Live webinars: Host live webinars and share recordings with participants later on.
  • Custom landing page forms: To encourage people to sign up for your webinars.
  • Email notifications: To remind people about your webinar event.
  • Engage: You can use live chat, polls and send files to audience members during your webinar.
  • Analytics: Reporting and analytics on our webinar performance.

As a platform, GoToWebinar is easy to use and a solid all-round tool for webinar marketing. It was a genuine contender for us until we discovered the WebinarJam/EverWebinar combination.

Who is GoToWebinar for?

Marketers with smaller audiences who only need live webinar hosting.

#4: WebEx

WebEx is more than a webinar platform, combing a wider range of features for holding online meetings, events, training sessions, interactive presentations and team collaboration. This sets it apart from the tools we’ve looked at so far, although the pricing is very similar. So you get a lot of features for your money compared to GoToWebinar and a completely different set of features to EverWebinar.

WebEx features:

  • Webinars and video conferencing: So you can host a wide range of live events, meetings and training sessions.
  • Chat and brainstorming tools: Interactive whiteboard and other tools for collaboration.
  •  File sharing: The ability to share files and apps for a better workflow.
  • Call back: Automated calls inviting people to attend your webinar.

What you don’t get with WebEx is a dedicated webinar marketing tool. This is primarily a video conferencing suite that also caters for webinars and other live events. It’s far more than a webinar tool but perhaps not the best webinar marketing tool.

Who is WebEx for?

Businesses that want a single, powerful video communication system without the marketing features.

#5: GetResponse

GetResponse is an email marketing platform by trade but it also comes with decent webinar features on most of its plans. So if you’re after a single platform that provides email marketing, webinar marketing and basic automation, this could be a good choice for you.

Get Response webinar features:

  • Quick scheduling: Select your dates, times and create custom URLs for your webinars in moments.
  • YouTube integration: Boost your audience with YouTube integration.
  • Recordings: Record your webinars, download and share with whoever you want.
  • Engagement: Engage viewers with dynamic presentations, interactive whiteboard, videos and live chat.
  • Security: SSL-encrypted URLs and you can choose whether your webinar is open to everyone or password-protected.
  • Analytics: Reports and analytics on your webinar attendance rates and other metrics.

GetResponse offers up some impressive webinar features – particularly for a platform that’s primarily an email and marketing automation tool. It’s not up there with some of the specialist webinar marketing tools but it was never designed to. Either way, it’s a good option if you’re after a general purpose marketing automation tools with some decent webinar features.

Who GetResponse for?

Marketers who want email, marketing automation and webinar features from a single platform, but don’t demand industry-leading tools.

#6: Demio

Demio brings us back to the serious webinar platforms and this is the first real contender that competes with WebinarJam and EverWebinar. First of all, you can automate webinar replays with Demio, which the platform calls “Like Live Replays”. You also get the multimedia and interactive features, plus a range of customisation options for your registration page and thank you messages.

It’s a really slick platform, too. In fact, I would say it’s the most pleasing tool on this list. it’s just a shame it lacks that crucial Just-In-Time webinar feature that sets EverWebinar apart.

Demio features:

  • “Stay registered” series: Allow people to signup once for an ongoing series of webinars.
  • Private chat: Users have the option to send private messages to event coordinators or public messaging visible to everyone.
  • Branded registration page: To keep things consistent with your brand.
  • Like Live Replays: Automate replays of your webinars to build email lists.
  • Analytics: Insights into your webinar performance.

I’m a big fan of Demio and any marketer who takes webinars seriously will be too. It does some things better than EverWebinar, other things not so much. It also offers some features you won’t find elsewhere but falls short on some of the webinar automation features that make EverWebinar so appealing.

Who is Demio for?

Marketers who want a dedicated webinar tool with automated replays but put more emphasis on the live events.

#7: ClickMeeting

ClickMeeting is another dedicated webinar tool and it pretty much offers all the features you would expect at this stage. The only major thing lacking is the automated relay feature, once again – but you can record webinars and download them for sharing.

ClickMeeting features:

  • Subaccounts: Assign webinar duties to different individuals in your team.
  • Customisation: Customised invitations, branded webinars and “waiting rooms”.
  • Recordings: Record your webinars, download and share with whoever you want.
  • Engagement: Engage viewers with dynamic presentations, interactive whiteboard, videos and live chat.
  • Analytics: Reports and analytics on your webinar attendance rates and other metrics.

ClickMeeting gives the best webinar tools a run for their money, offering some unique features you won’t get elsewhere. How useful they’ll be to you really depends on what you’re looking for but I wouldn’t say any of these additional features are essential. That’s for you to decide, though.

Who is ClickMeeting for?

Serious webinar marketers should definitely take a look at this one.

#8: Livestream

Livestream is by no means webinar platform but rather a system designed to create studio-like live streaming. The idea is to use multiple cameras, professional audio equipment and lighting for high-end productions, including corporate webinars. So Livestream doesn’t come with any of the webinar marketing features we’ve focused on so far in this article. Instead, it provides a platform for streaming live productions of the highest quality and how you use that is up to you.

Livestream features:

  • High-end production: Livestream a professional production suite for film crews and production exports.
  • Advanced editing: Including autofades, graphics overlays, pictures within pictures and green screen.
  • Social media integration: Reach your audience across Facebook Live, YouTube, Twitch and Twitter.
  • Engage audiences: With a moderated chat feed.
  • Analytics: Insights into viewership and other key metrics from your Livestream productions.

Once again, this isn’t a webinar platform and you don’t get any of the marketing features we’ve looked at so far. But you do get a level live event production software that none of the other options in this list come close to.

Who is Livestream for?

Brands that produce professional grade live video content for streaming across online platforms – webinars optionally included.

#9: Webinars OnAir

Webinars OnAir positions itself as a tool that provides “all the webinar features you need” from a platform of this kind. It’s a bold claim for sure, but it’s backed up by a lot of the key features we’ve been looking for in this selection of tools – plus a few unique ones to brag about.

Webinars OnAir features:

  • Tracking pixels: A new feature that sets you up for remarketing via AdWords.
  • Automated webinars: So you can replay your webinar footage as evergreen content.
  • Monetisation options: Prompt viewers to convert with popup-style product offers.
  • Engagement: Polls, surveys and chat functions to engage with your audience.

All in all, Webinars OnAir offers up an impressive list of features against any of the other tools in this list. Yet it still manages to lack a few vital marketing features and never really feels like a professional grade platform.

Who is Webinars OnAir for?

Brands who need to do webinar marketing on a budget.

#10: Zoom

Zoom is a general purpose video conferencing tool that caters for business meetings, collaboration and dedicated webinar solutions. There’s no webinar automation available with Zoom but you get a reliable system for an incredibly modest price tag if all you need is live webinar hosting. Low prices come at a cost, though, and there’s very little in the way of webinar marketing features with Zoom.

Zoom features:

  • Interactive: Up to 100 interactive video participants for webinars with large panels of speakers.
  • Integration: Broadcast your webinars to Facebook Live and YouTube.
  • Controls: Mute/unmute speakers for full control over participants.
  • Interactive: Polls, Q&As and live chat for engaging viewers.
  • Closed captioning: Provide text captions for hard-of-hearing audiences or people using devices on mute.

As a video conferencing platform, Zoom is a feature-rich platform that’ll meet the needs of most corporate businesses. As a webinar tool it caters well to live broadcasts, especially if you have a large panel of speakers waiting for their turn to speak.

Who is Zoom for?

Businesses that need an all-in-one video conferencing tool that includes live webinar broadcasting.

Which is the right webinar tool for you?

There are some great webinar platforms on this list and a few outside bets that cater to more specialist needs. For us, the EverWebinar and WebinarJam combination came out on top as we were looking for a webinar marketing platform specifically. Few platforms can match this combo in terms of marketing features and Just-In-Time Webinars – a feature unique to EverWebinar – sealed the deal for us.

The right webinar platform for you, depends on your specific needs, of course. However, I can fully recommend taking a closer look at the options we’ve covered today by trying out a few free trials.

19 Ways to Add Urgency to Your Landing Pages (with Examples)

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

As the online consumer journey continues to get longer for most purchases, it’s increasingly difficult to get quick conversions. People do a lot of research before buying these days and the list of competitors fighting for their attention only grows.

Which means we have to work harder to instil that sense of urgency in people; something that gives them the itch to convert now, rather than walk away and reconsider things.

So today we’re looking at 19 examples of how you can add urgency to your landing pages and make it difficult for users to put the purchase off any longer.

#1: The countdown

Instapage comes with a countdown timer feature

The countdown is a classic urgency tactic – one that’s not always used to the best effect on landing pages. Essentially, there are two approaches to using a countdown timer. The first tells users they only have a certain amount of time to take action. Eg: Telling users they only have x-amount of time to sign up for your webinar.

The other approach is to countdown the start of something desirable, like an event or product launch. More on that second approach later.

#2: Scarcity

People don’t like missing out and this anxiety intensifies the desire to buy before it’s too late. So, if time itself isn’t running out, then limited stock can be the ideal way to push interested buyers over the edge.

Whether it’s limited stock, limited tickets or whatever else, the fear of missing out drives people to buy now rather than risk waiting. This works particularly well for events or seasonal promotions where there’s a fixed date coming up (essentially a time limit) and scarcity to double up on the dose of urgency.

#3: Temporary deals

If consumers hate missing out, there’s nothing that bugs them more than missing out on a good deal. Supermarkets make an absolute mockery of us by selling us things we don’t need – and all it takes is a special offer deal.

This tactic is great for purchases that involve a lot of thinking – eg: consumer electronics. The hesitation of buying the wrong phone, laptop or TV quickly disappears when a temporary deal comes along.

The same thing goes for things we buy regularly, like clothes, wine and accessories for other products (eg: camera lenses, car parts, etc.).

#4: Timing words

A more subtle way to create a sense of urgency is to use timing words in your CTA copy.

The obvious format is CTA + now/today but there are plenty of other approaches. In fact, our last example also uses timing words to reinforce the notion of a temporary deal: “Offers Ending Soon“.

#5: Temporary free access

I’m not talking about free trials that users can sign up to at any time here. I’m talking about a set window where people get free access to your product/service. Like the free weekends Sky TV occasionally offers or this free week from Findmypast.co.uk.

The urgency comes from knowing this might be the only chance for users to try something out before potentially buying it. This is ideal for brands who don’t generally offer a free trial.

#6: Promise quick results

Another subtle way to add urgency to your landing pages is to promise quick results. By making it clear things will quickly improve by using your product, you’re making it equally clear that the sooner they sign up the sooner things will change.

This is particularly effective for platforms designed to improve business performance – like the Crazy Egg example above. Just make sure you can live up to your promise, or you’ll have a bunch of unhappy customers and negative feedback on your hands.

#7: Coming soon

Every major game release, new iPhone, relentless Marvel sequel and countless other products hit the market to huge demand. The coming soon phenomenon one that leaves consumers more agitated than anything, literally counting down the days until they can click that buy button.

If you can command that kind of anticipation before releasing a new product, use it to your full advantage.

#8: Reservations, pre-orders

When you’ve got a product that drives people crazy with anticipation, offering reservations and pre-orders can keep everyone happy. You get a bunch of conversions piling up before your product even hits the shelves (so to speak) and consumers feel reassured there’ll be one with their name on it when it finally does get released.

There’s nothing worse than waiting for that all-important release date, only to find out the stocks run dry in minutes or the website crashes. Consumers won’t want to take this risk and pre-orders will be hard to resist in the build-up. This is especially true if you’re the retailer of a product rather than the manufacturer.

#9: Booking phases

When you’re selling tickets for a major event, putting all your tickets up for grabs at the same time seems like the obvious choice. But Glastonbury used to sell tickets in phases and FIFA still does the same for the World Cup and other global football events.

Splitting sales into different windows does two things. First, it means there are fewer tickets on sale for each window, which means buyers feel the urge to secure one as quickly as possible. And then you have multiple rounds of that anticipation working in your favour as well.

#10: Use the calendar


It’s amazing how much the calendar influences our buying decisions. We buy new clothes as the seasons change, pay double for chocolates and roses on Valentine’s Day and lose all sense completely at Christmas.

Calendar events are one of your best weapons when it comes to creating a sense of urgency with consumers. We see this in summer sales, back-to-school promotions, Black Friday and all manner of calendar events encouraging us to buy before it’s too late.

#11: Show delivery estimates

The worst thing about buying products online is having to wait for them to arrive in the post. Showing users you’re working hard to reduce the waiting time as much as possible is a big deal when it comes to choosing who to buy from.

Be as specific as you possibly can with your delivery time estimates – and make sure you live up to them. GiffGaff tells customers ordering a new phone from its website that they’ll be holding their new handset the very next day, as long as they place their order before 10pm Mon-Sat and 7pm on Sundays.

Not only is that about as good as you can expect from a delivery service (it’s also free) but it tells users they only need to click that button NOW to get that new phone in their hands the following day.

#12: Loss aversion

Loss aversion is a psychological phenomenon where the fear of losing something is greater than the sense of gaining something of the same value. Essentially, loss aversion is why we’ll act desperately to avoid losing £10 but act with far less intent to gain £10.

Which means, by giving something to users for nothing, the prospect of losing it makes them more likely to convert. It could be a free bet, a discount coupon or a free product if they place their order now. That “if” creates the sense of urgency by making it clear that not converting now means they’ll lose their freebie, even though they never really had it.

#13: Offer protection

Everything we value in life and business is constantly under threat. Our health is at risk from the latest cancer-causing foods, our jobs are under threat from artificial intelligence and our businesses are never far from being outdone by our closest rivals.

In a similar vein to loss aversion, we naturally want to protect the things we already value. We hate the idea of Google algorithm updates hurting our current rate of traffic or the notion of losing customers to a rival business. And we’ll take action to protect the things we hold dear from the things we fear most.

#14: Stop what you’re doing

Human nature is a funny thing. No matter good or bad things are going for us we always crave for more. Even the most successful business owners want their empires to grow bigger and dominate their respective market. Even the most strict dieters kick themselves when they discover their favourite fruit is packed with the wrong kind of sugar.

There’s nothing worse than finding out we’ve been doing something wrong all these years without even knowing it. Worse still, can be knowing we’re doing something wrong and having no clue how to put it right.

This is where the Stop what you’re doing approach works so well. Essentially, you tell users to get their act together, stop hurting their own interests and provide the solution in one powerful CTA. Where’s the urgency? Well, the sooner they “stop” and convert, the sooner they’ll put an end to the harm they’re causing themselves or their business.

#15: The bandwagon effect

Not long ago we ran an article looking at how you can use the bandwagon effect to boost conversion rates. The bandwagon effect is where we make decisions based on the actions of others. For example, when you hear about the leading brands in your industry all making success of a new technology trend, it’s hard to resist following in their footsteps.

Last year’s chatbot rush was a perfect example of this in action.

The same thing happens when a new investment opportunity arises. Investors want to get in quick and see the best return on their investment before everyone else jumps on the bandwagon.

For more info on how to use the bandwagon effect to boost conversions, check out these 7 ways to use the technique (with examples).

#16: Exclusivity

Exclusivity is a powerful thing when status counts or special benefits are up for grabs. You’ll often find business owners want the enterprise version of your software, even if a cheaper package is enough for them -purely because they think their business should be using top of the line software.

As for VIP accounts, don’t just reward members with benefits; reward them with prestige. Put a VIP icon on thier profile pictures for everyone to see. Those who don’t have one will feel the constant itch to upgrade their accounts – not only for the better features but also the status.

It might be superficial but it works.

#17: Visual urgency

Using visual elements to create a sense of urgency brings us deep into the psychological side of web design. I don’t want to go too far into this because obsessing over the psychological impact of colours and font choices will be counterproductive.

Your visuals should at least reinforce the urgency your copy is trying to create, though. Now TV promises to give users access to all of the TV shows they want and nothing else, so they never miss out on their favourite shows again. The visual content reinforces this by assigning bold colours to different types of TV and piling up the free passes that are only a click away.

Do you want to keep missing out or click for instant access right now?

#18: Personalisation

Personalisation uses everything we know about a user to help us deliver a message that resonates with their needs/wants. For example, Airbnb features homes, experiences and recommended destinations based on your previous activity.

When it comes to landing pages, we aim to deliver a message that’s as relevant as possible to the ad a user clicks – which is why every campaign should have its own unique landing page.

However, the latest suite of personalisation tools allows us to deliver different messages to audience segments. For example, you can offer repeat visitors a one-off discount to make the final commitment. Or, you can create a custom message for users based on the query they typed into search. So, let’s say someone types in, “most reliable web hosting provider”, you can make reliability and customer care the focus on your message.

For this kind of personalisation, check out VWO, Adobe Target, Optimizely and similar tools.

#19: Be problematic

One of the most fundamental techniques in landing page messaging is to focus on the problem rather than your product. Much like the Stop what you’re doing approach, this plants the seed in people’s minds that something isn’t right.

And when there’s a problem, we tend to want to fix it.

If I tell you Leadformly builds intelligent and interactive forms, you’re not really going to care. If I tell you this will generate more leads then maybe you might start paying attention. But if I ask whether you’re “Not getting enough qualified leads from your website?” then you’re automatically questioning the issue yourself.

Chances are you’re not getting enough qualified needs and you certainly wouldn’t turn down the chance of getting more. Suddenly the notion of intelligent and interactive forms that generate more leads is much harder to resist.

Walk away now and you’re missing out

This is the message you want to leave in people’s minds when you use the techniques we’ve looked at in this article. You already know these users are interested in what you’ve got to offer but the aim is to get them converting now, rather than walking away and potentially choosing one of your competitors.

Most landing pages and calls to action will use a combination of these techniques to tell users now is the time to act. Try not to be too aggressive with your approach but feel free to make it clear to people that they’ll be missing out on a one-off discount or some other kind of incentive if they don’t commit right now.

You’ll be amazed by the results this can have.

15 Landing Page Form Best Practices & Examples

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

A good landing page has two jobs. First, it should inspire visitors to convert on the spot. And, failing that, it needs to generate some kind of secondary lead you can nurture further along the buying process.

When a landing page does none of the above, it has failed to do its job.

Sadly, one of the biggest barriers to conversions on landing pages is those pesky forms. Master the art of landing page form design and you’ll see an instant uplift in conversions. And, to help you make this happen, we’ve got 15 landinage page form best practices and examples to learn from today.

#1: Multi-step forms outperform single-step forms

We see multi-step forms outperform single-step versions time and again. We’ve tested this across various industries and forms for different conversion types. The numbers tell us that people find multi-step forms less intimidation, which increases the number of users who start filling them out and the number of those who complete them.

We’re not the only ones who have seen this kind of results. The UK Government’s Digital Service (among others) has also found multi-step forms provide the best experience and highest conversion rates. And, after seeing similar results in the vast majority of our own tests, we figured it was time to build a platform that makes multi-step form design straightforward.

This is where the concept for Leadformly came from.

#2: Short forms for secondary conversions

As a general rule, you should stick to short forms for secondary conversions. Basic actions like email signups, general enquiries and searches want to be as quick and easy as possible for users.

In the example above, you can see ActiveCampaign sticks to a two-field form design for its free trial CTA. Users are then taken straight to the dashboard to get started with their free trial – no messing around.

#3: Longer forms for primary conversions

Once users are more committed to your offer, they’ll be willing to work harder for conversions. In fact, they’ll often expect and want to provide more information on your forms.

Bluehost goes for a familiar form design for users who have decided to sign up with a domain name they already own.

For example, ActiveCampaign users understand they’ll have to provide payment details to start using the full version of the tool. Likewise, Holiday goers expect to fill out all the essential info when they reserve something. They want it in their name, fully reserved without any mistakes.

Once again, use multi-step forms to make the process more intuitive and implement a progress bar to show users how they’re getting on.

#4: Hide hero forms behind CTA buttons

Don’t bombard users with a form as soon as they land on your page. Let your primary call-t0-action work its magic uninterrupted and hide your hero forms behind that CTA button.

#5: Use a form analytics tool

The only way to know your landing page forms are performing is with data. With Google Analytics you can see how many people fail to complete your forms but you can’t find out why. So get yourself a dedicated form analytics tool that shows you which fields people are having problems with and what needs fixing.

Leadformly comes with a built-in form analytics tool and you can check out our other favourite form analytics tools for more recommendations.

#6: Redesign before removing important fields

One of the most important principles in form design is to remove every unnecessary field. But what happens when users have problems with a field that provides important data for your lead nurturing process?


In these cases, try to redesign your form before you start pulling out important fields. You may find simply rewording your labels or switching to a multi-step format solves the problem. In the example above, the shorter form actually performed worse than the original version, but tweaking the field labels improved conversions by almost 20%.

#7: Create incentive

The longer your forms are, the more incentive it’ll take for users to complete them. This is where your landing page copy needs to shine and inspire users to take action. No matter how good your form designs may be, zero incentive means users have little reason to start filling them out – let alone complete them.

With landing page forms, the calls to action surrounding them are probably the most important part of this. However, the rest of your landing page copy becomes increasingly important as users scroll further down the page.

For tips on how to create landing page copy, head over to our 101 Landing Page Optimisation Tips article. First, though, it’s time to talk about those calls to action.

#8: CTAs – ‘I want to…’

Our next tip was originally posted in this article by Marcus, but it’s well worth repeating. If you want an easy template to creating CTAs that convert, ask yourself what your audience really wants and finish the sentence “I want to…”.

In the example above, Unbounce has decided its target customers want to build landing pages quickly and increase conversions. From there the landing page copy pretty much writes itself and Unbounce has only tweaked the same message over recent years.

#9: Stick to single column layouts

Single column layouts are important for a number of reasons. Above all, they’re easier for users to quickly interpret and they look less intimidating. Even though neither form design looks appealing, you can see how the first example above is far more user-friendly than the second.

Aside from visual layout, single column designs are much easier to make mobile-friendly. Which brings us on to our next point.

#10: Design for mobile first

There’s far more to designing forms for mobile than making them responsive (although this is a good place to start).

First, use the correct HTML5 markup so user keyboards popup in the correct format for typing phone numbers, email addresses and other input types. Also, make the most of mobile features like cameras, geolocation and touch screens.

For example, asking users to take a photo of their card rather than type their details out can drastically reduce friction.

#11: Use contrast to full effect

Something most form designs fail to do is make the most of contrast. Aside from helping users to navigate their way through a form, good use of contrast can reduce potential distractions from other elements on the page.

The bold blue and white design of Salesforce’s free trial signup isn’t the prettiest form you’ll ever see, but it doesn’t let anything else hog the limelight.

Contrast is also another important factor in optimising forms for mobile. Remember people could be outside or in brightly lit places that make low-contrast designs almost impossible to use.

#12: Reduce typing

One of the most important factors in form optimisation is reducing the need for users to type. Image buttons, sliders and other touch elements make the form filling out process much easier for users – especially for those on mobile, once again.

Avoid asking people to retype their passwords, email addresses or other information. Also, enable browser auto-fill so users don;t need to retype the same old information out every time they use a form.

#13: Go easy on the validation

Form validation is a tricky thing. It’s great to have it if it helps users fill out your forms correctly the first time; not so great if it makes it harder to submit than necessary.

First of all, you will need to use validation to prevent server attacks and malicious code. You can do all that in the background, though, far out of users’ sight.

If you use validation to help users submit forms successfully, make sure it’s inline and provides feedback as they type. Also, don’t make it too strict so that typing +44 instead of 0 for phone numbers causes problems.

Remember, the aim isn’t to prevent form submissions; it’s to help users complete them successfully the first time around.

#14: Forget CAPTCHAs, there are better approaches

One thing I hate to see still being used as spam prevention is CAPTCHAs. It’s not your users’ fault if you can’t come up with a better system for preventing spam – so don’t punish them with these horrible things.

Like I say, you can use validation behind the scenes to rule out spam. A common trick is the use hidden fields that spam bots will fill out (but users won’t) and then block submission with your hidden field completed.

Not a CAPTCHA in sight.

#15: Know where to send users next

One of the most common form design mistakes I see is a lack of thought regarding where to send users next. It’s fine if your form uses AJAX to popup and disappear after submission but do you really want users to stay on the same page?

If you do, that’s great – job done.

Otherwise, you’ll want to be a bit more strategic about where you send them next. Do you need users to confirm their account signup, get started with their free demo or try to move them on to the next conversion as soon as possible?

Choose wisely and maintain a good user experience.

Build better forms today

If you want to increase conversions from your own landing pages forms, check out some Leadformly templates. They’re built from the ground up using form best practices and user testing results. Otherwise, you can check out another article of ours offering even more form design best practices and UX tips.

Do Exit-Intent Popups Actually Increase Conversions?

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

Love them or hate them, exit-intent popups are a favourite lead generation strategy. They’re not without controversy though. We’re talking about one of the most divisive topics in the industry: a clash between conversion optimisation and the impact on user experience.

On the side of exit popups, there are plenty of case studies promising big conversion rate increases. However, the other camp will tell you these studies exaggerate the positive impact they have and overlook the implications they come with.

As with most things in this business, there is no single correct answer. So, today we’re going to address these issues to help understand what they mean for your marketing efforts. We’ll be looking at the following points in this article:

  • Implementing exit-intent popups
  • How they impact conversion rates
  • Why you shouldn’t rely on them too much
  • The declining performance of exit popups
  • Some alternatives you can use, in place or alongside them

By the end of this article, you’ll have a much better understanding of the pros and cons of exit-intent popups as a conversion tool.

Implementation is crucial

Let’s be realistic: slapping a bunch of popups over your site and hoping for the best doesn’t count as a conversion strategy. There’s a little more to it than that. Above all, it depends on the offer you present and whether it justifies stopping users on their way out of your website.

The exit popups used on VentureHarbour hits users with an offer no marketer or businesses owner can ignore.

Let’s imagine a user who’s found nothing interesting on your homepage and decided to leave. If you expect them to suddenly sign up to your newsletter because you make it unnecessarily difficult for them to leave, prepare to be disappointed.

Now, let’s imagine a different user. This one clicked through to a blog post of yours via social media, meaning they’ve shown a specific interest in a topic. And, once they’re done reading, there’s a good chance their next action will be leaving – unless you provide them with a reason to stick around. In this case, a targeted exit popup that offers a free download or promotion related to your article makes sense.

These are the kind of strategies you need to come up with.

Exit-intent strategy examples

Here are some other strategy examples to give you a few ideas:

  • On product pages: Stop users leaving after viewing a product by sweetening the deal somehow (eg: coupon code).
  • Cart abandonment: Reduce cart abandonment with a last minute offer or ask people to save their shopping list.
  • Landing pages: When your landing page message doesn’t quite work, exit popups provide one last chance to make an offer.
  • Running discounts: People might be more willing to hand over their email address for a special offer that lasts a week, rather than forcing them to buy now.
  • Price/availability alerts: When prices or availability often change (flights, properties, job positions, etc.), offering alerts is a great way to get people involved with your brand.

Each of these exit popup strategies has two things common. First, they target the interest users have already shown by landing on your page. And then they turn this interest into a relevant offer that might prevent this person from leaving if something else doesn’t keep them on your site. The challenge is coming up with an offer that’s unique from everything on your page and more convincing – because those offers clearly haven’t worked once a user decides to leave.

What about the conversion rates?

We’ve all seen blog posts boasting 300% conversion increases from using exit popups, but how truthful are these? Well, in most cases, you’ll actually be looking at an average of 5-10% increase in conversions with a targeted popup strategy – a far cry from the big figures you might be used to.

Don’t get me wrong, it is possible to get figures like this but it suggests something is wrong with the test. First of all, this result doesn’t tell us what kind of conversions suddenly skyrocketed. More worrying, though, is why this page/website is leaking enough traffic to see a 300% hike in any kind of conversion from exit-intent popups.

‘Conversions’ can be a misleading word

Conversions is a blanket term that can mean anything from signing up for a newsletter to buying a product and anything in between. Go back to the short list of popup strategies we ran through above and you’ll see clear goals for each of them: decrease cart abandonment, increase product sales, target email subscribers, etc. These specific conversion goals are the kind of things you need to be targeting – not blanket terms.

Yes, this drastically reduces the percentage of your conversion increase, but it’s a targeted increase and a higher quality of lead. It’s better to work with 100,000 high-quality leads than a million duds.

Exit popups are the last resort

You also need to remember that exit popups are a backup to your web pages. As soon as a user sees these things, your page – and the sales funnel surrounding it – has failed. You want the vast majority of visitors to never even see your exit-intent popup because your site is so well optimised for conversions that most people never make it that far.

Note: You should also disable exit popups for users who have already completed your conversion goal.

It’s not unusual to slap an exit popup over a site that’s leaking traffic and see a spike in conversion rates – especially for generic conversion goals. But this says more about the failings of the site itself than the popups that prevented people from leaving it.

The decline of exit-intent popups?

Something we’re also starting to see is signs of an overall decrease in the average increase of conversions by using exit popups. It’s not a major drop but one that’s worth keeping an eye on over the next couple of years.

There are a lot of potential reasons for this:

  • As we optimise sites, the need for exit popups decreases
  • Users could be getting too used to them
  • Increased use lowering the overall quality of strategy and offers
  • Google penalising popups on mobile
  • New alternatives to exit popups

Now, it would be great to believe that, as we continue to optimise our sites for better performance, the need for exit popups reduces. However, there are too many other variables for us to know for sure.

Exit-intent popup alternatives

One of these variables includes a number of exit-popup alternatives that have cropped up in recent years. Each one comes with their own pros and cons, of course, but we’ve got more options than ever when it comes to maximising leads – and this can only be a good thing.


Yes, these notification requests seem to be everywhere right now, prompting users to opt in for push notifications even after they’ve left a site. The technology works on mobile and desktop alike and you can use this to update users about new content, offers, shopping cart reminders and all kinds of other notifications as they continue to browse the web.

In theory, these things are incredible. In practice, though, they can be annoying as hell because legally you have to ask users to opt-in and this brings us back to intrusive popups.

Live chat

Live chat is finally in the big leagues of design/marketing trends, offering up a kind of alternative to popups and web forms in one solution. Again, the theory sounds compelling, but the widespread use of live chat on homepages, landing pages and other key parts of your website brings up a number of implications, which I covered in a recent article on the VH blog.

As always, it’s a question of how you implement the technology and whether it actually improves the experience, rather than complicating it further.

Multi-step forms

Thankfully, there are some non-intrusive alternatives out there and multi-step forms are leading the way. Multi-step forms reduce friction in a number of ways, starting with the fact they don’t look anything much like forms at all. This instantly removes the psychological resistance people have when it comes to filling out forms. Crucially, they also slot into your web pages, making them a part of the experience, rather than interrupting it (a novel concept these days).

Calls-to-action (remember those?)

Here’s a crazy idea for you. If users are getting to the bottom of your blog posts and leaving (or giving up halfway through) why not give them a reason to stick around before they lose interest. The same thing goes for homepages, landing pages and your other key lead generation tools. Break them up with strategic, relevant CTAs that tap into the interest they’ve already shown by landing on your page.

Back in the old days, this was known as call-to-action design and you didn’t need any fancy javascript popups to make it work.

Should I use exit-intent popups?

The worst thing you can do as a marketer is get caught up in chasing new solutions, instead of actually fixing problems. After all, it’s easier to chuck popups all over your site than try to get to the bottom of an issue yourself – especially when companies selling popups software promise it’s going to transform your business.

If you’re strategic about using exit-intent popups as a safety net to reduce the number of leads slipping away, then you’re approaching things from the right angle. If you’re using them to make up for the failings of your website, then you’re doing yourself an injustice. Your priority should always be getting the best from your page designs, web forms and CTAs first, because these are the non-intrusive elements that build the online experience for your users.

Once you have these things in order, you’ll get an accurate idea of what additional technologies like exit popups and live chat can bring to your brand. Otherwise, you’re simply painting over cracks.

Does Live Chat Actually Increase Conversions?

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

Last year, all we seemed to hear about was the chatbot takeover but the technology hasn’t lived up to the hype so far. I’ve said before that chatbots have all the potential to change how brands and consumers interact, but this won’t happen until developers stop worrying about the latest marketing gimmick and get back to solving user problems.

With the chatbot revolution on pause – at least for now – brands are getting their fix from one of its closest relatives: live chat. This typically involves adding a widget to your pages, prompting users to engage in conversation. The aim is to generate leads, of course, and these things are cropping up all over the web – but do they actually increase conversions?

When did live chat become a lead generation strategy?

Live chat has been around for years but now it’s come back with a facelift and renewed excitement, thanks to the chatbot hype. Which means you’ll see something like this on a lot of sites out there:

Source: Elegant Themes

In this case, Elegant Themes’ live chat widget pops up, asking users if it has any questions about its popular Divi theme. These popup-style widgets have become popular over the last year or so and you’ll often find them on homepages and landing pages.

This implementation is designed to generate leads – unlike the kind of live chat you get on contact or support pages, where the goal is customer service. The question is: does it really boost conversions?

You’ll find plenty of articles answering this question with a resounding yes. Live chat is a big trend right now and a lot of people are keen to hype it up. Before we answer this question for ourselves, though, let’s look at what live chat brings to the table.

Why is live chat so popular at the moment?

There are a few key UX points with live chat that make it an interesting conversion tool:

  • Live chat reaches out to people: It actually prompts users to engage by starting the conversation.
  • It provides an instant response: Users don’t (always) need to wait for brands to get in touch.
  • They can make it easier to find information: If users can’t find the information they need, many live chat widgets can help them out.
  • They offer an engaging alternative to web forms: We know users don’t like filling out forms and live chat creates an alternative.

And, of course, you have to credit some of the live chat popularity to the stuttering chatbot trend. Last year, everyone was going nuts about bots and then live chat – which has been around for years – suddenly starts trending.

Source: BI Intelligence

Last year, it was highly publicised that people now use messaging apps more than social media – a large argument for the chatbot revolution. It seems marketers are determined to turn the rise of messaging apps into conversions, whether it’s through chatbots or not.

Is live chat up to the hype?

In some cases, I think live chat can have a place in lead generation for certain brands. However, like most new trends in marketing, it’s being overhyped and overused in most of the situations I come across. Here are some common problems I’m constantly seeing with live chat on websites.

Live chat interrupts the user experience

The use of live chat widgets on homepages and landing pages interrupts the user experience, much in the same way popups do. It’s certainly not as intrusive as full-screen popups, but they’re blocking the view of content and they can take up a large amount of screen space on mobile.

It distracts attention from page content

Your pages have content for a reason: because you have a message to get across and you’ve invested good time and money into designing each page. So it’s a bit counterintuitive to slap a widget over the top of them which steals user attention a matter of seconds after they’ve landed on the page.

Again, this isn’t so different to popups that trigger upon page load and those things hardly have a good UX reputation.

If users can’t find the info they’re after, your design has failed

This is my main concern with how live chat is being implemented on sites at the moment. The reason we have things like information architecture, web design and UX design is because it’s our responsibility to deliver information in a discoverable and engaging way.

If users can’t find what they need, without the help of a live chat widget, then there’s something wrong with your design approach – and you need to fix it, not chuck another design trend on top of it.

Live chat can look untrustworthy

As I say, live chat has been around for years. Remember those horrendous widgets on insurance websites and sketchy IT firms? I certainly do and I also remember hitting the back button at the slightest hint of live chat. It reminds of cold calling, unsolicited emails, popups and other tricks used by brands that don’t have enough confidence in their own products or services to let users make their own decision.

Admittedly, the fresh design of live chat widgets looks a lot more trustworthy and the fact we’re so used to messaging apps now could change all this.

Too many brands use live chat because their forms suck

This is another big concern. One of the most common arguments I hear for using live chat is that it’s “better” than web forms. Again, if this is true, then there’s something seriously wrong with your form designs and you’ll be better off fixing this before adding anything else to your site.

Live chat vs web forms

Considering how poorly the average web form performs, it’s no surprise brands are screaming out for a better lead generation alternative. But most of the live chat implementations I come across try to cover up a crappy web form experience with an equally crappy chat experience.

Here’s an idea: why not try sorting out your forms before adding further barriers to the conversion process? I’m not saying live chat doesn’t have its merits, but using it to replace forms because your form designs are sub-par doesn’t make much sense.

It’s crazy how many forms I see that still don’t get the basics right:

  • Use form elements correctly
  • Remove unnecessary fields
  • Remove unnecessary clicks
  • Improve mobile performance
  • Stop using CAPTCHAs
  • Take it easy on validation
  • Stick to single columns

I could keep going, but the point is there are probably plenty of ways to improve your forms. Check out this article from Marcus for 58 ideas on how to improve your forms.

One not-so-generic piece of advice is to use multi-step forms if you need a lot of info from users. Despite popular belief, various studies show that shorter forms don’t always result in higher conversion rates. However, the more you demand from users, the more friction you’re adding – there’s no getting away from this.

Leadformly‘s multi-step forms make longer forms more engaging

Multi-step forms look considerably less demanding because users don’t really know how much info you’re asking for. Better yet, you can design your multistep forms reduce the number of interactions that require typing – the best way you can improve the experience for mobile, among other things.

These are the kinds of improvements you should be looking to make before you slap a live chat widget over the top of your website, hoping to increase conversion rates. Live chat is great for customer service but interrupting the user experience in the way so many live chat widgets are starting to do is crazy.

5 Studies on How Form Length Impacts Conversion Rates

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

The golden rule of web form optimisation is simple: shorter forms mean higher conversions. But is this really the case? Yes, shorter forms generally require less work from users and logic suggest fewer form fields reduce friction. Generally speaking, this is a good design principle to start from.

However, like many best practices, this theory doesn’t always pan out. In many cases, we see reducing the number of fields in tests can actually reduce conversion rates – so what’s going on here?

Form length is important – nobody is disputing that – but it’s not always a simple question of fewer fields leading to more conversions. To help illustrate this, I’ve got five case studies for you today that illustrate form length really impacts conversion rates.

Examples of longer forms

Before we get into the case studies, let’s take a look at some form designs that go for the longer approach. First up is Salesforce, which goes for six custom fields, three dropdown lists and three tick boxes:

Salesforce form

Next up we have WhatIsMyComfortZone.com, which asks 30+ questions from users over different sections:

What is my comfort zone form

That’s basically wiping your backside with the UX rulebook on form design, yet this site brags an incredible 50%+ conversion rate.

Case study #1: The expected result

Our first case study comes from MarketingExperiements and it offers up the kind of test we would normally expect in this scenario. Marketo reduced the number of fields on its signup form and progressively increased conversions.

Marketo experiment

This was all the way back in 2011 and it was studies like this one that led to the best practices we accept today. Design guidelines tell us to stick to five fields or fewer in order to reduce friction and, in theory, increase conversions.

However, nothing is ever quite so straightforward in marketing.

Case study #2: The unpopular result

This one comes courtesy of ConversionXL, which brings up recent research from Unbounce conversion optimiser Michael Aagaard. Testing field length with one of his clients revealed the exact opposite result to our first case study.

Michael Aagaard case study

Reducing the number of fields resulted in a 14% drop in conversions. This wasn’t the result Michael was expecting, of course, and he was determined to figure out what happened. He stumbled across a simple, easy-to-make but important mistake:

“I removed all the fields that people actually want to interact with and only left the crappy ones they don’t want to interact with. Kinda stupid.” – Michael Aagaard, speaking at CTA Conference

By putting these fields back in and testing variations of field labels instead, Michael was able to reach a 19.21% increase in conversions.

Michael Aagaard results

The key takeaway is that sometimes users want and expect more fields. Consider someone looking for an estimate on the value of their house, for example. They understand it’s going to take more than a name and an email address to get their answer.

Context is very important here.

Case study #3: Conversion rates and lead quality

This video case study from MarketingExperiments isn’t the most enjoyable watch, but its findings are interesting and detailed. In this case, a form with 11 fields was tested with two variations: one with 15 fields and one with 10 (plus some other variations).

Marketing Experiments

The form with 15 fields resulted in a 109% uplift in conversions and the form with 10 saw an 87% increase. By applying the insights from this test to a membership form, conversions were then increased by 226% from asking more questions.

Except the goal isn’t purely increasing conversions in this case study. The goal is to also increase the quality of leads coming in by collecting enough data to validate each lead. This data tells you how to engage with the people who fill out your forms in the future – you need to decide when and how to get that information.

Case study #4: Moving beyond form length

The reason I want to point out this case study is to show that form length is by no means the only factor you have to consider when designing forms for conversions. This test from non-profit organisation DTS aimed to find out whether copy on its donation page would encourage more people to donate.

DTS case study

In terms of form length, nothing was changed at all. However, the addition of copy above the form reduced conversions by 28%. It turned out placing copy above DTS’ donation form got in the way of people who were already motivated to convert.

The point is, form length isn’t necessarily the biggest factor in form conversion rates. Imagine this test in reverse, if the original version had copy at the top of the page. Placing too much attention on the number of fields would make you blind to one simple change that results in a significant conversion increase.

Case study #5: The multi-step alternative

Finally, one of our own case studies brings us back to the WhatIsMyComfortZone.com example from before. In this case, formatting 30+ questions in a four-step form resulted in an incredible 53% conversion rate. In this case study, Venture Harbour CEO Marcus Taylor takes us through other examples where multi-step forms increased conversions by 35% for BrokerNotes, 59% for Vendio and 214% for an astroturf company.

Multi-step forms allowed these brands to significantly increase the number of fields without negatively impacting user experience. In fact, many designs psychologically reduce friction because users don’t know exactly how many questions they’ll be asked. The sight of multistep forms is less intimidating, despite the fact they require more from users.

You can also start with less-demanding questions and finish with things like email addresses, once users have already invested time and feel more reluctant to quit the session.

So longer forms convert better than shorter forms?

No, not necessarily. There are too many factors involved in form design to simply turn around and say shorter or longer forms are more effective. Certainly, you want to ask the least number of questions possible to reach your targets, but there are various things to consider:

  • The type of conversion: Email signups and account creations demand very different forms.
  • User expectations: If users see value in filling out a field, they’ll be happy to do so.
  • Incentive: With this in mind, can you create incentive to reduce friction?
  • How much info you need: Sometimes adding friction is the price you pay for quality leads over quantity.
  • Formatting: Multi-step forms create space for much longer forms, formatted in a design that reduces friction.
  • Best practices: These are guidelines, not rules. Accepted design trends don’t always work out.

The fact remains that the harder you make it for people to fill out your forms, the less likely they are to do so. In most cases, longer forms only add to the difficulty of completion but there’s one other key factor to consider, which we touched on above.

Applying BJ Fogg’s behaviour model to form design

BJ Fogg’s behaviour model illustrates the key elements behind users taking action: Motivators, Ability, and triggers. In simple terms, the more motivation you give people and the easier you make it for them to take action, the more likely they are to do so.


Credit: Kristen SundeSlideshare

As for triggers, these are the interactions you place between users and the desired action: copy, form fields, CTAs, etc. And the sweeter you hit that balance between high motivation and ease-to-do, the better your chances of getting the action you want.

Fogg behaviour model

Credit: Kristen SundeSlideshare

This helps explain why longer forms can actually increase conversions. If you create enough motivation to complete your forms, the relative ease (eg: number of fields) becomes less important. Not unimportant, but less important. So, in the case of promising a faster response via phone if people enter their number, for example, adding this field could potentially encourage people to complete your form.

Make no assumptions

The biggest thing you learn from conversion optimisation is that you can’t afford to make assumptions. All logic suggests shorter forms should perform and there are plenty of case studies to back this theory up. The fact remains that short forms often beat their longer counterparts.

However, this isn’t always the case and we’re seeing more studies reveal cases where longer forms increase conversion rates. More importantly, form length isn’t the only factor you need to think about. How you format these forms to reduce friction and create user incentive to reach the finish line are absolutely paramount. The number of form fields you choose to go with is simply one of many factors to consider in this process.

10 Landing Page Copywriting Best Practices That Are Borderline Magic

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

With landing page builders like Unbounce and Instapage so readily available – not to mention years worth of best practices to fall back on – the visual side of landing page design isn’t the challenge it once was.

Unfortunately, none of this helps you when it comes to crafting landing page copy that convinces people to convert. Behind all the design tricks, this is the core ingredient that really inspires action and there are no templates or formulas for guaranteed success.

Creating landing page copy that captivates people is a real art form – so here are ten examples that get it spot on.

#1: CrazyEgg

CrazyEgg jumps right in with the burning question people have in mind when they land on the page. It then backs this up with a demo where users can type in their URL to get their first heatmap. That’s a pretty difficult proposition to turn down for any website owner.

#2: Unbounce

Unbounce takes a different approach by telling users what they’ll be doing by using its product. It’s literally telling users to “build landing pages fast and get more conversions” by signing up to the Unbounce platform. Essentially, this implies they’re wasting their time and not getting the conversions they could by not using Unbounce.

This use of imperative sentence structure is the most common approach to CTA copy you’ll find.

#3: ActiveCampaign

If you’ve got a lot of information to get across, it can be hard to organise everything into a visually compelling format. ActiveCampaign‘s landing page uses clickable icons to break up its content into email marketing, site messaging and SMS categories. This gives users an overview of what information is available and all they need to do is click an icon to get more information.

Here’s what users get when they click the email marketing icon:

Information overload is something you want to avoid with landing page design but, like many enterprise software platforms, ActiveCampaign has a lot of stuff to get across. I personally prefer a more minimal approach but check out the ActiveCampaign page if you’re going for a content-heavy design.

#4: Asana

The landing page for Asana’s free trial campaign shows how minimal SaaS landing pages can be. The copy is stripped down to the bare minimum of key benefits and calls to action:

This is no accident either. One of Asana’s key selling points is “from chaos to clarity” and the tech company stays true to its brand image across all of its landing pages. Of course, this wouldn’t work if Asana didn’t have such a strong grasp of writing great copy.

It’s easy to say “less is more” when it comes to landing page copy, this only applies when you make the most of every word you write.


IFTTT is another SaaS platform but this fits into a very different category than ActiveCampaign and Asana. IFTTT is a lightweight app that links other platforms together, meaning it doesn’t have a tonne of features to plug, unlike our previous two examples. So, while Asana has a real decision to make regarding how much copy it fills its landing pages with, it only makes sense for IFTTT to take the minimal approach – and this is precisely what it does.

Once again, there’s short, punchy copy that tells users what they’re missing out on by not using IFTTT and what they have to gain by signing up.

And, of course, it wouldn’t be right to get through a landing page copy article without mentioning the classic benefits vs features best practice:

IFTTT doesn’t have the largest collection of landing pages but it certainly knows how to pen some good copy.

#6: Hootsuite

While I’m not the biggest fan of Hootsuite page designs, this established name in social media management has been writing great copy for years. When it comes to any automation tool, there is one key selling point: convenience. Hootsuite sets itself us as the most convenient of automation tools by billing itself as “the easiest way to schedule posts on social media.

This point is reinforced throughout Hootsuite’s free trial landing page, with a full section dedicated to explaining the various ways its platform saves you time.

#7: Shopify

Shopify gives us another example of minimal copy, despite being a platform with a lot to say. I’ve seen a lot of Shopify landing pages over the years and they get lighter on the copy front as time goes by. Once again, though, it’s long descriptions replaced by punchy, compelling language that highlights the key benefits of using the platform.

The point is, you don’t need to say everything on your landing page. The goal is to capture people’s interest and encourage them to convert – or, failing that, lead them to another part of your site where you can capture them as a different kind of lead.

#8: Leadformly

Leadformly hits users with the big promise as soon as they land on the page. Let’s face it, who wouldn’t want to capture and convert up to 300% more leads? This theme continues nicely as users scroll down the page when they come across the key question:

Of course they’re not getting enough qualified leads – this is precisely why users landed on this page in the first place. By echoing user concerns in its copy, Leadformly tells them it can deliver precisely what they’re looking for and, once again, this is backed up by another promise: capturing 2-3X more leads.

It’s powerful, confident copy that leaves little doubt in visitors’ minds. And, before we move on, there’s one more snippet I want to talk about:

Finally, Leadformly sets itself apart from other form builders by explaining the science behind its product and the years of experience that went into creating it. For a tool that makes big promises, it’s important that Leadformly is able to convince visitors that it has a history of getting proven results.

#9: Infusionsoft

Infusionsoft is another big name in the automation game, this time providing a sales and lead nurturing platform for brands that need to streamline customer interactions. Much like Hootsuite earlier, Infusionsoft knows what its selling point is and the core benefit its product provides.

Automation, simplicity and speed are how Infusionsoft helps you maximise revenue and not a single word is wasted on saying anything else.

The tone implies businesses that aren’t using Infusionsoft are unorganised, underperforming in the sales department and wasting time while they’re at it.

#10: Pocket

Much like IFTTT, Pocket is a relatively simple productivity app that serves a single, but powerful function. It starts by highlighting a common user problem: discovering interesting content you’re not ready to read right now. Is this enough to get people signing up, though?

Pocket takes users through the actions they can take using the app, recreating the experience of browsing the web with Pocket on their devices.

Pocket has the exact opposite problem most SaaS companies experience when it comes to landing page copy. Instead of having a tonne of information to condense down, it had to come up with a way to turn a basic function into something exciting – and it does a great job.

Give landing page copy the attention it deserves

Most brands are slowly coming round to the idea that design and visual elements are incredibly important with landing pages. When it comes to crafting powerful landing page copy, though, there’s a lot of work still to be done. All of the examples we’ve looked at today showcase concise copy that packs a punch with careful wording and short snippets of text.

Not only that but they highlight the key benefits of each product and hint at what users are missing out on by not taking action. And, of course, they all point towards a nearby call to action that makes it difficult for users to resist clicking the all-important button.

The 9 Biggest Landing Page Mistakes – & How to Avoid Them

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

Landing pages are one of your most important lead generation tools, but the majority of examples you’ll come across are uninspiring, to say the least. Despite all the design guidelines and best practices available these days, I see far too many brands make the same mistakes time and again wth their landing pages.

Today I’m going to lay it out straight: don’t make these mistakes with your own landing page designs because you’ll only be wasting time and money on getting poor results.

#1: Not having enough landing pages

All the way back in 2011, studies were showing that the more landing pages businesses had, the better results they were getting. Why? Because these businesses are creating landing pages to highly specific buyer needs rather than trying to appeal to everyone with the same few pages. Trying to do too much with any one landing page sets you up for failure before you’ve even started.

How to avoid this landing page mistake

Destinology.co.uk targets honeymooners specifically with this landing page

Create separate landing pages for different conversion goals, buyer personas, each stage of the consumer journey – not just your products/services. For example, if on of your conversion goals is to generate signups to a free trial for your SaaS product, create specific landing pages to target IT pros, marketing managers, sales teams or whatever your target audiences may be.

#2: Beating around the bush

With a specific goal and message in mind, you now have to get this across in a compelling way – and you’ve got a matter of seconds to do this. All the way back in 2006, studies found users make up their minds about a website “in the blink of an eye” – or 50 milliseconds to be precise.

Which means, if your message doesn’t get right to the point and convince visitors you have something valuable to offer, you’ve got a problem.

How to avoid this landing page mistake

Strip down your marketing message to the core value proposition you’re offering. Tell people what problem you’re solving, how you’re improving their daily lives or whatever benefit is key to your offer. For PPC landing pages try to match the headline in your page with the headline of your ad. None of this should be difficult if you’re creating enough landing pages, each with their own relevant message.

#3: Creating distractions

When your aim is a concise message, the last thing you want to do is create unnecessary distractions. This is an important part of getting your message across quickly (as mentioned above), but it applies to every other part of your landing page, too.

Distractions take user attention away from the core benefit your offer provides. They can also confuse visitors about which action to take and choice fatigue is always a danger if you provided too many options – none of which is good for conversions.

How to avoid this landing page mistake

Infusionsoft ditches the header and all other distraction on this landing page for its free demo

Remove any element from your landing pages that doesn’t reinforce the main message of your offer. Ditch the header navigation to remove choice fatigue and keep users focused on the task at hand, making it absolutely clear what action they should be taking. If you have a secondary conversion (and it’s fine if you do), make sure it’s 100% obvious that it’s not the main action you expect users to take.

#4: Adding friction

With distraction-free landing page designs, there’s nothing getting in the way of your message and its intended audience. As for conversions, though, there’s still the matter of minimising friction to think about. Any unnecessary barrier you place between users and taking action is one extra reason for them to quit the session without converting.

How to avoid this landing page mistake

Put yourself in the shoes of your target audience and look for excuses they might find to avoid converting. Stay away from obvious UX mistakes like popups and scroll hijacking, paying special attention to your CTAs and the steps users actually have to take to convert – eg: which form fields they have to fill out and whether they add any friction.

#5: Not optimising your forms for conversions

One of the biggest friction points on any landing page is web forms. There’s no easy way to approach this topic but the best place to start is designing forms with conversions in mind from the beginning. From here you have the task of optimising your forms over time to remove problematic fields and other design issues preventing conversions.

How to avoid this landing page mistake

Leadformly: Conversion optimised multi-step forms that don’t look anything like forms

First, get yourself a good form optimisation tool that helps you track performance and easily edit your forms to make improvements. Best practices used to tell us that shorter forms outperform their longer cousins, but recent studies have shown this isn’t always the case. Multi-step forms are a relatively new trend that’s generating some incredible conversion rates – especially those designed so they don’t actually look like forms at all.

#6: Neglecting buyer concerns

No matter how good your offer is – or how good your landing page sells it – people will still have doubts about buying into your brand. It’s difficult for people to trust a faceless brand – especially when they’re seeing your landing page/brand for the first time – and neglecting these buyer concerns is a big mistake.

How to avoid this landing page mistake

The most obvious way to tackle this problem is using trust factors like testimonials, customer reviews, industry awards and other forms of third-party feedback that give users their seal of approval. Another tactic is to provide guarantees over common concerns – for example:

  • Money-back guarantee
  • No credit card details required
  • Privacy policy

Identify what concerns each of your target audiences will have with your conversion goals and try to reassure them.

#7: Slow loading times

All your hard work to create landing pages that convert count for nothing if people leave before they finish loading. As the web matures, user expectations on loading times become more demanding and many brands are falling behind. Pages that take longer than 2-3 seconds to load lose more than 50% of visitors, which counts for the vast majority of landing pages. Don’t let yourself fall into this category

How to avoid this landing page mistake

Keeping on top of loading times needs to be one of your priorities and this involves a number of key factors:

  • Use a fast hosting provider
  • Keep your web code clean
  • Minify your website files (HTML, CSS, JS, etc.)
  • Sign up to a content delivery network (CDN)
  • Use web caching
  • Regular speed tests
  • Minimise server requests
  • Image optimisation
  • Minimise page redirects

Loading times are one of those things you have to work at regularly and it’s not only users who demand speedy landing pages. Page speed is a ranking factor in Google’s search algorithm and it also plays a role in Ad Rank, which determines whether your PPC ads show and where they appear on the page.

#8: Poor mobile experience

It almost pains me to talk about mobile optimisation in 2017 (I know, old news) but the majority of landing pages fail miserably at providing a decent experience across devices. Loading times are a big part of this, of course, but there are basic design mistakes that crop up constantly. When the majority of searches take place on mobile, failing to provide a consistent experience across devices is crazy.

How to avoid this landing page mistake

If you’re using landing page builders, make sure the code is lightweight and optimised for mobile performance. Stick to single column layouts with plenty of whitespace and full-width sections; these are easy to make responsive across while maintaining a consistent experience. Take a look at this example from Asana that couldn’t be more mobile friendly (this is from my desktop, btw):

Also, avoid using any unnecessary JavaScript that’ll add bloat to your code and loading times (including popups). Optimise your visuals for size and performance and use responsive form designs that adapt to different screen sizes.

#9: Weak calls to action

The whole point of your landing pages is to generate leads and convert people, which means your calls to action are the defining factor in that crucial moment. Weak CTAs kill your conversion opportunity cold dead. You need to grab people’s attention and make your offer hard to refuse – anythings less and your landing pages are underperforming.

How to avoid this landing page landing page mistake:

First of all your CTAs need to stand out, so use good colour contrast and bold elements to make them visually striking. Next, they need to convince people to take action. Reaffirm the core benefit of your offer and spell out the action users should take with your button text (eg: “Create my free account”, “Build your first landing page”, etc.).

Another example from Infusionsoft – simple yet powerful CTA copy

Placement is always important, too, but don’t get caught up in moving your CTA buttons a few pixels in A/B tests, hoping for miraculous results. These kinds of tests are misleading and time-consuming. The same thing goes for button colours, font styles and other minute details. Focus on the things that matter: contrast, copy and a layout that makes for a powerful, convincing CTA.

Landing pages are serious business

All of the mistakes we’ve looked at today can be avoided by taking three things seriously: audience research, relevancy and user experience. Once you know what each of your target users wants, you’re able to create highly specific marketing messages that strike a cord with their desires. Suddenly, your copy sounds more convincing, the benefits of your offer become clear and your calls to action are more difficult to resist.

All that’s left is to package this in a user experience that removes all conversion barriers and your fleet of landing pages is getting serious business results.

9 Lead Capture Quiz & Survey Strategies That Work

Disclosure: We sometimes use affiliate links which means that, at zero cost to you, we may earn a commission if you buy something through our links.

One lead generation strategy many businesses overlook is using quizzes and surveys to get people involved with brands for the first time. I don’t particularly mind this because most implementations of quizzes and surveys I come across leave a lot to be desired. They tend to expect too much from users while offering little incentive to take part, merely adding unwanted barriers to converting.

You don’t need to worry about this, though, because today I’ve got nine lead capture quiz and survey strategies that’ll get you converting users. By creating quizzes and surveys people actually want to complete (yes, it is possible), all that friction disappears and you’ve got yourself a highly effective lead generation strategy that asks very little from people interacting with your brand.

#1: The attractive offer strategy

Pulse offers people the chance to win John Lewis vouchers in return for filling out a survey.

The challenge with quizzes and surveys is they ask a lot from users. This isn’t like they’re filling out one of your web forms because they want to buy into your services; they’re giving up their valuable time for nothing in return, which means you really have to earn their interest.

The most obvious way to do this is by offering users something in return for taking part. It could be entering into a competition, a free voucher or whatever kind of incentive you think it will take to get people participating.

If you hit people with the offer before they start your quiz or survey then it’ll have to be something pretty special. And there’s nothing wrong with this approach, if you’re confident people will be tempted enough by your offer to take part. However, I tend to see better results from designing quizzes and surveys that are more tempting by their own merit and then hitting users with the offer – after they’ve completed them.

You’ll get a better idea of how this works throughout the article.

#2: The ‘fun’ quiz strategy

The rise of social media and BuzzFeed quizzes has warmed people to the prospect of quizzes as entertainment. The trick here is to really nail your audience research and understand what’s going to peak their interest. For example, if you’re targeting IT professionals with a project management platform, you can play on the typical personality/communication clash that often exists between IT technicians and IT managers. Every industry has these kinds of inside jokes and the more specific to each audience you can be, the better.

At some point, you’ll want to tie this into what you’re selling (eg: your project management tool breaking down the language barrier between IT techies and managers). But all you need to do at this stage is get each audience engaging with your lead capture quiz.

#3: Play on industry developments to generate interest

Painfully dull topics suddenly become interesting when there’s money on the line. (Source: Zanebenefits.com)

Nothing stays the same for long in business these days and there are constant industry developments we all have to keep up with. You can use this to make your quizzes and surveys more appealing by promising to help your prospects prepare for upcoming changes.

This can be especially effective when there are changes to government regulations that affect business operation. For example, last year’s changes to workplace pensions in the UK or the ACA Employer Mandate in 2015 for businesses in the US. If you can make these changes relevant to your brand and help your target audiences deal with them, you’ve got a strong incentive to work with.

Likewise, for those of us in digital industries, any major change to Google’s search algorithm does the trick – especially when they’re announced ahead of rollout. In 2015, we had the “mobile-friendly” update and this year we have mobile-first indexing to think about – both of which were announced before the changes came into effect.

So in this case, a quiz that starts out by asking: “Are you ready for Google’s big ‘mobile-friendly’ update?” raises doubt in people’s minds and makes it difficult not to fill out your quiz.

#4: Ask target prospects to take part in industry reports

It’s always difficult to make a survey sound exciting. Even the word “survey” itself sounds unappealing, but I find there’s one guaranteed way to get people excited about filling these things out – especially for B2B leads.

Approach your target prospects, asking them to take place in an industry report you’re putting together. Make it clear their opinions not only matter to you but other people in the industry and you want them to be a part of the report you’re publishing. Human ego will take care of the rest for you.

The best part about this strategy is you can capture leads while creating your study and then use the published report to capture yet more leads as a downloadable resource.

#5: Target different users with personalised quizzes/surveys

VWO is one of the leading names in personalisation and testing software

To get the maximum number of leads from your quizzes and surveys, you need to pinpoint the specific interests of your different target audiences. Once again, this starts with knowing your audiences and creating personalised quizzes/surveys for each of them, based on their unique interests.

Next, you need a way to target each of your audiences with your personalised content. Thankfully, this part is quite straightforward with the tools we have available today. Your first option is to use personalisation software to segment your visitors and display the relevant lead capture quiz or survey. Tools like Optimizely and VWO make this approach more time and cost-effective than ever.

Then you have social media, which you can use to target highly focused audiences with your quizzes – and I’ll cover this approach in more detail shortly.

#6: Use quizzes to score and qualify your leads

This one comes from Ben Snedeker who’s part of the Infusionsoft team. The magic of a good lead capture quiz or survey is you get the opportunity to get more information from users than you might otherwise be able to. This allows you to score and qualify each lead to gain a better understanding of how to follow-up and move them along the sales process – something Infusionsoft will help you automate.

The thing is, you have to know what information to ask and how to attribute this to sales intent. Then you need to create your lead capture quiz or survey in a way that gets the necessary info without adding too many steps. This can be particularly challenging when you’re taking the “fun” quiz approach where dull questions might kill the experience.

Don’t forget you can reach out to users at a later date for more info and you can also use your targeting options to narrow down prospect information before they’ve even participated. You need to find the right balance between acquiring the info you need from users without preventing conversions.

#7: Promote your quizzes on social media

Promoting your quizzes on social media brings two key benefits to your lead generation strategy. First of all, your quizzes are getting seen by a much wider audience but the real magic is in the targeting options you have to work with.

This is especially true with Facebook and Instagram, which both allow you to narrow down on highly specific audiences. I mentioned targeting different users with personalised quizzes earlier and this is your best alternative (better yet, do both).

You can create quizzes on Facebook in no time but you’ll want to set them up as advertising campaigns to get the best out of the network’s incredible targeting options. It’s kind of scary how specific you can be with targeting people on Facebook and Instagram but it gives you the power to get your content seen by the right people when it matters most.

#8: Disguise your quizzes so they don’t look like quizzes

We have so many best practices and guidelines knocking around these days that things tend to all look the same. Homepages all look like homepages, web forms all look like web forms – and breaking these conventions is generally seen as bad UX design.

However, this doesn’t always translate to better results. When I first started testing out multi-step forms on websites I found the designs that didn’t look like forms got the best results. People don’t like filling out forms so why make it painfully obvious that they’re filling one out?

The same thing goes with quizzes and I’ve found using Leadformly‘s multi-step forms as a way to create “quizzes” works incredibly well. They don’t look like forms; they don’t look like quizzes – they just work.

#9: The follow-up offer

This quiz on Entrepreneur.com hits users with an offer in exchange for email addresses but allows them to scroll down for the results.

Once users complete your quiz or survey you have the all-important task of asking them to provide their email address in exchange for the results. However, this presents a real UX barrier by essentially blocking users from the content they’re after at the last stage – pretty frustrating for them.

You might want to work on alternative approaches.

Let’s say the results from your quiz aren’t particularly good (eg: “You scored 6/10 for your lead generation techniques”). Why not give them the results right there and ask them to hand over their email address for more info on how to get their score up to 10/10?

Don’t overlook the power of lead capture quizzes and surveys

Don’t let the fact many brands fail to make the most of lead capture quizzes and surveys put you off. By asking the right questions you can make it hard for users to resist taking part and capture low-intent leads that might otherwise leave without converting at all.

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