Start with a strong shape. A square or rounded rectangle can work very well because it focuses your visitors’ eyes on the content within it. Make sure you use plenty of contrast, especially in the button and call-to-action text, and that you use a unique color for your call-to-action.
Arrows and guiding lines can also help with CCD. You want to tell your visitors where to look. Finally, add attractive images. If they include people – or cute animals – you’ll be set.
14. Create urgency
Urgency is one of the most important principles of conversion. You want your audience to feel compelled to fill out your lead capture form now, rather than putting it off.
You can do this by specifying a deadline for signing up. For example, you created a special lead magnet, but it won’t be available forever. We’ve slightly modified Neil’s capture form below to add a bit of urgency.
Create urgency
I modified Neil's lead capture form a bit to add a bit of urgency.
15. Continuously A/B test your lead capture forms
I've mentioned A/B testing a few times in this article, but it deserves its own section because you need it to maximize your conversion rate .
During an A/B test, you present two variations of the same lead capture form to each half of your audience. By changing just one variable between the two, you'll know exactly which call to action, headline, image, or copy text performed best.
After you run one A/B test, run another. Hello Bar makes it easy to set up an A/B test between two variations and you’ll be notified of the “winner” once the test reaches statistical significance. It couldn’t be easier.
16. Make sure your privacy policy link is visible when people fill out your lead generation form
People are really concerned about their privacy. Data leaks and unauthorized emails have driven consumers crazy – and for good reason.
Include a link to your privacy policy on or near your lead generation page. Make it visible, such as by changing the architect database font color to something you don't find elsewhere on the page. Visitors will appreciate your transparency.
Better yet, ask them to confirm that they have read your privacy policy before subscribing.
Deciding on the ideal length of the shape requires you to walk a bit of a tightrope.
A short form will result in more email signups. This is obviously a good thing. However, you will get a lot of leads that will never convert into customers.
When you ask your website visitors for more information, you'll get fewer signups. But don't worry, your leads will be much more qualified.