The central focus of an effective landing page is the form and the ultimate goal is for visitors to complete it. How you design and format your form has a direct impact on conversion rates. Because of this, the form on a landing page may be the most important element in a plastic surgeon’s inbound marketing strategy.
Things to Remember in Creating an Effective Form
Keep it above the Fold
Immediate visibility is important, since you want to draw the viewer’s attention to the form. Keeping the blink test or the 5 second rule in mind, make sure visitors do not have to scroll down on the page in order to see your form.
Make it Brief
There is always a trade-off in the quantity and quality of leads generated when it comes to the length of your form. A brief form will almost always garner more visitors willing to fill it out. On the other hand, those willing to fill out a longer form generally will be better quality leads. When visitors are willing to fill out more forms fields and provide more information they are more likely to be quality leads.
- Tip: Don’t forget to use A/B or split testing to determine which forms provide you with the information you need.
Another critical factor to take into account is the effect the length of the form will have on a visitor’s willingness to fill it out. If it’s too long, they are liable to pause and evaluate whether it is worth their time to fill out all of those fields. With a bit of practice you will find the right balance between gathering enough information and not asking for more than most people are willing to give.
Choose the Right Fields to Include
The goal should be to collect enough information with your form to enable you to both qualify and contact the lead. Fields like name and email address are essential for gathering contact information about the lead. Without these you can’t follow up with your newly converted lead so you can then put them into your marketing funnel and convert them into clients.
Qualifying a lead often requires more information than a name and e-mail address. Because of this you will probably want to include a couple of question fields that will help you determine how strong the lead is – in other words, how likely they are to call for an appointment.
When deciding which fields and questions to include, remember to only ask for information that is essential to be able to contact and qualify the visitor. It is usually a better approach to ask for further information in follow-up e-mails. Too often, medical professionals ask too many questions and thus lower their conversion rates.