By Ellen Gomes
As a marketer, many of your campaigns may be built around one primary objective: getting people to fill out a form. Often, designing a compelling advertisement isn’t enough to encourage people into handing over their details. Many factors can deter someone from submitting a form, including the unwillingness to provide contact information.
Here are some content design strategies and tips that you can employ today to effectively nudge people toward conversion:
Just Say ‘No’ to Distractions
When driving people to a form, one of the biggest mistakes you can make is to distract them with detours. Landing pages should be built as simple as possible. Here’s how:
1. Drive people to a landing page—not your website.
You want people to do one thing, and one thing only: fill out that form. You must drive them with a simple and engaging email to a landing page that is specifically built for your campaign. Sending someone to your website offers a plethora of distractions, including images and text that don’t apply to your campaign’s appeal, multiple links to other information, and in some cases, flashing beacons of light that are begging folks to take some other action. If you want people to drive directly to your destination, don’t drop them off in the middle of Las Vegas where sparkling lights from competing assets beg for their attention. Likewise, steer clear of cluttering your emails with the same distractions.
2. Remove ALL navigation from the landing page.
Don’t offer an exit ramp when you are trying to capture a person’s information on a form. Doing so can make your lead stray away from your primary call-to-action. Will they find their way back to your form? Maybe. Most of the time—no. At that point, you may have lost their impulse to decide. Instead, your landing page should be designed simply, and with only ONE action they can possibly take: fill out that form.
Emails, advertisements (online and offline), and social campaigns should have a similar look and feel. Using too many different images, layouts and copy between assets can create a disconnect for people, and can even make a person feel like the content is not reliable. Instead, try to use the following techniques in design:
- Use the same (or reasonably similar) header image in the outbound email and on the landing page.
- Repeat copy from the email on the landing page—especially the headline.
- Use the same color scheme in emails, landing pages, and on the form.
- Always provide a clear call-to-action: don’t make people search for it! One of my colleagues calls this the “BOB” (Big Orange Button). Top-converting emails and landing pages always contain some version of the BOB.
Do More with Less
All too often, I have seen emails and landing pages designed with too much text, and entirely too many images. Asking people to read an entire magazine before filling out your form will certainly contribute to losing their interest. Here are some tips on how to do Go to the full article.