Increase Conversions With Multi-Step Landing Page Forms

The Impact of Multi-Step Landing Page Forms

Here we’ll look at an optimization that many marketers may find counter-intuitive: breaking the landing page form into multiple steps.

Landing pages are crucial in any digital marketing campaign, and the final step before a lead gets generated. There are many ways to optimize landing pages to increase conversions. Here we’ll look at an optimization that many marketers may find counter-intuitive: breaking the landing page form into multiple steps.

Reduce Form Fields to Increase Conversions?

It is widely accepted that reducing the number of form fields on a landing page will increase its conversion rate. After all, we want to make things as easy as possible for our users, and asking them to fill out fewer form fields could certainly be considered easier. However, if you reduce the fields down to the most basic requirements for the user to be contacted (name, phone number, and email address), you may generate many unqualified leads. After all, you didn’t get much information from them, did you?  The question becomes, how do we get more relevant information from them? A simple solution is to break the process up into several steps using a multi-step landing page form.

Why Would More Steps Help?

Why would adding more steps to the process be the solution? Adding more steps reduces landing page friction – the items making people perceive that your page is too hard or any other element that may keep a user from converting. Breaking up a long-form into multiple small steps makes the process less intimidating for the user. Users are more likely to give you their personal information if you’ve asked them a few qualifying questions related to your products/services.  Additionally, since the user has gone through a long process to give you their information, these leads will be of higher quality. In fact, for one of our clients, Tandem increased the conversion rate from 4% to 29% simply by switching from a single-step to a multi-step landing page form. 

Best Practices

When building out a multi-step landing page form, it’s best to ask “low-threat” questions first. An example could be asking for their location to see if you serve their area. Low-threat questions help build trust with the user.  After that, the questions should be related to your products or services. Finally, you can ask the customer for their personal details. A user that has gone through the former steps will more than likely give this information to you.

At Tandem, we understand all the necessary steps involved in landing page forms. As experts in digital marketing, we know PPC, SEO, graphic design, and much more! Give us a buzz today and find out how we can help your business gain more leads.