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

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.”

Get personal

Don’t be afraid to get personal

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).

  • Asking for their email straight away (forms that start like that had a 9% higher completion rate).

Timing

Timing is key

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.

Leads coming from Typeform were more than 200% more likely to convert than leads coming from our traditional contact form.

29601878-typeform-tobias-wamser-1 10do0hm000000000000028Tobias WamserMarketing Manager @ Volvo

Ready to rake in the leads?