How do you take your LeadForm's conversion rate to the next level?

While we do advise analysing your form in detail to identify what's holding it back, below are some principles that we've found to consistently increase a LeadForm's conversion rate, regardless of industry or sector.

1. Start your LeadForm with one image select question on the first step

We've found the best converting LeadForms start with one question on the first step - and it's often an image select question.

Why does this work? We suspect it's because it gives the appearance of the LeadForm being simple and interactive to complete. Image select questions also tend to focus to be less sensitive than fields that capture contact information so it's an easy first question for users to answer.

2. Move sensitive questions (like contact information) to the final step

Cognitive biases are proven ways in which people make (often irrational) decisions - there are over 80 known cognitive biases. One of the cognitive biases that applies to completing LeadForms is the sunk cost bias, which suggests that people are more likely to complete a task that they've already started.

By placing the more sensitive questions on the final step of your LeadForm users will have the sunk cost of having filled out the previous steps, making them more likely to complete the rest of the LeadForm. This is one of the reasons why we encourage multi-step form design, as it not only creates a sense of momentum but also creates a sunk cost, which has been found to increase form completion by up to 300%.

3. Improve your offer & call to action

Your users are completing your LeadForm because they want what you've promised them. Perhaps it's a free consultation, or maybe it's just the prospect of you getting back in touch and being able to provide them with a solution.

Whatever your current offer, improve it. Offer a risk-free guarantee, a faster turnaround time, or something that makes you nervous to give away for free. The key is to out-deliver your competition and provide an offer that is irresistible for leads to complete your LeadForm.

Once you've got a compelling offer, make this clear on your landing page and reinforce the message by writing a compelling call to action in your LeadForm.

4. Reduce the total clicks to completion

What's the minimum number of clicks required to complete your LeadForm? Could it be reduced by 10%, 25% or even 50%?

The fewer clicks required to complete your LeadForm, the easier it is to use and more likely users are to convert. One of the easiest ways to reduce this number is by removing any unnecessary questions. The second step is to play around with different question types to reduce the number of clicks required to complete them.

In the example below, we have the exact same question but with two different question types.

Requires one click to answer

Requires 3-4 clicks to answer


The image select question on the left requires a quarter of the number of clicks to answer, despite being the exact same question as the one on the right which is using a dropdown question type. This is because the image select question has a 'Jump to next step' option turned on (displayed below) so we are able to remove the next button. Whereas the question on the right needs a click to open the drop-down menu, a click to select the correct option, a click to close the drop-down menu, and then a click of the next button.

5. Remove sensitive questions

We've found that two fields in particular cause abnormally high LeadForm abandonment: The phone number field and the address field.

This is likely because most people do not want to be bothered and are therefore reluctant to hand out their sensitive contact information at an early stage of the buying process. Unless it's absolutely essential to capture these fields or it makes sense in your context (e.g. you have to ship them an item), we'd advise using these fields sparingly.

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