The form on your landing page is probably the most important part of the landing page. Without the form, the page wouldn’t be called a landing page.  It’s what allows you to take people interested in your content and turn them into potential dollars.

Dan Zarrella’s Science of Lead Generation research found that landing pages with forms that have three fields see approximately a 25% conversion rate. However, forms with five fields see around a 20% conversion rate, and forms with eight or more fields see around a 14% conversion rate.  So, as you can tell, the more fields you have, the fewer conversions you will get.

You’ve probably seen forms that just ask for an email address and others that ask for every detail of your life.  So, what the heck is the perfect number of form fields for your landing pages?

Of course I could give you the, “it depends on your business or industry,” or “you should test different forms fields and lengths.”  I’m not going to do that because there is a very simple, logical way to identifying the perfect number of form fields that you should have on your landing pages.

Step 1: 

Determine where the landing page offer fits into your sales funnel. The sales funnel is made up of three primary parts: top, middle and bottom. 
  • The top of your sales funnel is where you will probably find your most unqualified leads.  These leads are probably doing research and aren’t yet ready to buy.
  • The middle of your funnel is where you’ll find people that are getting more serious about doing business with you. They have probably come back to your site a few times and now want to download more content.
  • The bottom of the funnel is where people are probably ready to start talking to you about actually doing business. “Contact us” offers fall into this category.

So, step 1 is to determine where your landing page offer fits into your sales funnel.

Step 2: 

Identify how you want to follow up and qualify each lead in your sales funnel.  Ask yourself, “What information do I need to follow up or qualify each lead.”
  • Top of the Sales Funnel:  Do you want to send emails to your top of the funnel leads?  Do you need to know what company they work for?
  • Middle of the Sales Funnel:  Do you want to call and email your middle of the funnel leads? Do you want to know their company name and their title?
  • Bottom of the Sales Funnel:  Do you want to call, email and know what their primary problem or question is?  Do you want to know what product they’re interesting in purchasing?


Step 3:

Create just enough form fields on your landing pages, so you can accomplish your goals in step 2.

It’s that simple and easy.  But seriously though, it will take some fine tuning to make sure you’re asking for the right information. You also need to think about how much value your offers have and how much information would someone be willing to exchange for the offer.

Takeaway: Follow the three steps and you will be on your way to turning your leads into dollars.

Originally published Mar 17, 2011 10:43:00 AM, updated January 13 2014