Secrets of high-converting lead gen forms

Typeform’s data scientists analyzed ~10,000 forms, crunched the numbers, and found the common characteristics of top performers.

Tantalize from the start

Use a Welcome screen to draw prospects in with:

Lead magnets: offer free content, coupons, giveaways, free trials, etc.
Exclusivity: use key phrases like “be the first,” “exclusive,” “early access.”
Numbers: submission rates go up when a number is mentioned at the start, e.g. “20 spots available.”

A form isn’t quite like a real conversation, but you can still get closer to prospects by:

Personalizing the form and addressing prospects by name.
Asking for their email straight away (forms that start like that had a 9% higher completion rate).

You can get more submissions by making things easy for your prospects:

Keep it quick: forms that took less than 54 seconds to complete had a 15.9% higher completion rate.
Keep it short: the fewer questions in your form, the higher the likelihood that they’ll get to the end of it.

Rob Brooks Double Denim Marketing