Signup forms are a great way to draw conversions, but for some businesses, it seems that there are few leads that come from them. Are they worth setting up and using? Of course! However, if results from your signup forms are lacklustre your form might be scaring people away or simply not inspiring enough. This lack of impact may have a lot to do with the form’s copy and appearance.
Here are 3 key elements you’ll need to incorporate in order to have a highly converting signup form.
1. List the reasons for signing up
First of all, your form must entice people to signup by giving them a reason. What exactly do they get when they signup? A monthly update on new products? Access to extra content, like e-books or videos? Exclusive or free offers? Somewhere on your form, you want to alert people to what they’re signing up for, and make sure it’s something worthwhile.
2. Make it attractive
Like with every other aspect of marketing, the look and feel of your signup form is important. The use of headlines, borders, graphics, colours, and positive call-to-action buttons, all play a role in developing a form that is seen and filled out. You don’t have to use contrasting colours or fonts to set your form apart: rather, playing with the border thickness that sets it apart from the rest of the webpage, or changing the size of the headline’s font, can help draw-in subscribers. When developing a new form, you should test out variations (look at colours, buttons, and headlines) in order to find a form that works with your visitors.
Finding the right place for your signup form is also important for getting signups. Not only should it be distinct from the rest of a webpage, but placed towards the top of your webpages (above the fold), either on a sidebar or centre stage on an About or Home page. A directional cue, such as a graphic arrow, also helps visitors draw their eyes towards the form, encouraging them to signup.
3. Offer as few form-fields as possible for your goals, with the option to personalize
The number of fields you include in your form will depend on where you are in your marketing strategy, and who you’re trying to convert. Overall, a big turn-off for potential leads are long survey forms that ask for too many details. If you’re trying to increase the number of leads, a streamlined form will be much more effective than one that’s asking for a customer to spend more than a minute filling it out.
For the most simple and basic form, ask for a name, password and email address. Once you get their initial attention, you can provide the option to edit a subscription profile or fill-out a secondary survey to gather more personal information. Additional options that are successful on first-time visiting forms are targeted fields that allow a person to customize their subscription. For example, if you offer both a monthly newspaper on two different products (let’s say guitars and pianos), allowing your subscriber to choose what kind of news they want (just guitars, just pianos, or both) or how frequently they receive news will improve your conversions. However, if you’re looking for fewer but better, quality leads, you’ll want to ask a few more questions to gain important insight on the lead’s interests and needs. Questions to ask can include free-form fields asking a subscriber to list their challenges, the work that they do, and their role within their company. Again, these questions can be asked in later surveys or profile prompts, depending on the nature or goal of your form.
Overall, your form can generate new leads in a more organic fashion, as long as you follow these tips. For more help with building a marketing strategy or for a consultation, contact us at McAllister Marketing. We are a fun team of seasoned professionals who specialize in all types of marketing services such as inbound marketing, social media and email marketing, branding, website development, advertising and graphic design.
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