3 Form Fields That Kill Landing Page Conversion Rates

    by Dan Zarrella

    Date

    October 6, 2010 at 2:00 PM

    describe the image This post is a sneak-peak of data from the upcoming  Science of Lead Generation webinar  that will teach you scientifically proven ways to get more leads.  Click here to register now .

    Web users are, for the most part, used to giving out personal information online, especially in exchange for content they want. But certain kinds of information are more sensitive than others.

    I analyzed over 40,000 customer landing pages and identified three types of information that tended to lead to lower conversion rates.

    First I looked at pages that asked users for their age.

    age resized 600

    I found that landing pages that asked users for their age tended to have much lower conversion rates than pages that did not.

    I then analyzed pages that asked for telephone numbers (or suggested that the user would be called).

    phone

    I found that pages referring to telephone numbers or calling had lower conversion rates than pages that did not.

    Lastly I examined pages that asked users for geographic information.

    address resized 600

    I found not only that pages that asked for any type of geographic information had lower conversion rates than pages that did not, but also that street-level information seemed to be much more sensitive to users than state or city level information.


    SUBSCRIBE TO HUBSPOT'S MARKETING BLOG

    Join 280,000+ fellow marketers! Get HubSpot's latest marketing articles in your inbox. Enter your email:

    Search Inbound Hub

    Subscribe to Marketing Articles by Email

    Subscribe by RSS

    Follow HubSpot

    Call Us: 1-888-HUBSPOT