One of the best ways to do this is to shorten the number of fields in your forms.
Instead of forcing your visitors to screen many fields in a form to determine what data you’re asking for, only prompt them to share basic information.
That begs the question, how many fields are considered short? Let’s look to the data for help.
According to a Marketing Experiments study about Marketo, the marketing automation platform, the lead-generation form with just five fields outperformed forms with seven and nine fields, respectively: 13.4 percent to 12 percent to 10 percent.
Armed with this data, HubSpot concludes that shorter forms persuade more people to fill them out, so your page will generate more leads.
However, the downside of this is that the quality of the leads, as well as the data they provide, will likely be lower quality. When you’re only getting basic information about your leads, you won’t be able to follow up with them as effectively as when you know more in-depth details about them.
And that brings me to your next consideration.
Longer means high quality
If you’re a designer working with a website that already gets a substantial number of leads from forms — so much so that your team is struggling to sift through the data to discover relevant leads — then you may want to actually switch to longer forms, in spite of the above data. While it’s true that fewer people will fill out your forms, which will result in fewer overall leads, you’ll get higher quality leads since those people taking the time to fill out the longer forms are obviously more interested in your services.
This will net you more in-depth data about leads that your marketing team can use for more relevant follow-ups.
Certain studies also support using longer forms with more fields.