Structure contact forms that collect qualifying information whilst maintaining high conversion rates and low abandonment throughout the form.
Contact forms are often too long, ask irrelevant questions, or lack clarity on what happens after submission. This kills conversion. The best contact forms ask just enough to qualify company size, current solution, specific problem without overwhelming prospects. They also set expectations: response time, next steps, and what the conversation will cover. This chapter shows you how to structure contact forms that balance qualification with conversion, test variations systematically, and improve submission rates without sacrificing lead quality.
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After download, send a nurture sequence that delivers on the promise. Share related content, address common questions, show case studies and invite them to book a call when they're ready.
Capture mechanisms turn anonymous traffic into known leads you can follow up with. Make it easy for prospects to signal interest at any moment in their journey without creating friction or annoying people.
See playbookCalculate the percentage of visitors who complete desired actions to identify friction points and measure the effectiveness of marketing and product changes.
Gradually collect information across multiple form submissions rather than overwhelming new leads with long forms that decrease conversion rates.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Display security badges, guarantees, and credentials to reduce purchase anxiety and prove legitimacy on pages where visitors make buying decisions.
