Forms on Website

Industry tips: Best practices for forms on landing pages 

Landing pages with forms are an essential SEO tool, and getting the design and content right can make all the difference in converting visitors. In most cases, you only have one opportunity to convert a visitor, so it’s vital that the landing page form is carefully considered so as not to lose any valuable leads.  

When implementing forms on your landing pages, you must consider various factors to ensure a smooth, on-page user experience and a high success rate of form completion. Forms that are too long risk losing potential customers, while landing page forms that are too short may not gather sufficient information to qualify visitors as worthwhile leads. You could say that crafting the ideal landing page form is part art, part science.

At Relevance, we’ve helped craft hundreds of landing pages with forms for the world’s leading luxury brands and niche industry start-ups, giving us unique insights into how to craft successful landing pages with a high rate of form completion and, ultimately, conversion. 

Here, we explore the general best practices for forms on landing pages, along with the best form designs to follow. Below, our luxury SEO experts have listed the most important practices to implement and keep in mind when crafting a landing page form:

Best practices for forms on landing pages 

  • Clearly title your form and highlight the value so users understand what they will get from filling in the form. This, of course, changes based on what the landing page is about, for example, on a mass-market product page, you could add a Sign Up Now And Get 10% Off form. For luxury brands and service providers where the messaging must be more refined, it might be the opportunity to gain exclusive insights, invites to VIP parties, a free consultation, or access to an insightful industry report. 
  • Use different colour(s) to ensure the form is the most noticeable element on the page. If you don’t, the user might skip over it, and you might lose a potential customer.
  • Keep forms to one column, not two. Here, we are trying to facilitate the users’ attention to a single column and not make them feel overwhelmed by the amount of information they must provide.
  • Spend time crafting a relevant and strong Call to Action button, for example, “Start your free trial.”
  • Arrange the order of your form fields from easiest to hardest.
  • Be selective about mandatory fields depending on the end goal of the form for that page. It’s worth noting that 39% of users are expected to be lost when making the phone number field mandatory. Indicate clearly which fields are mandatory by adding a * to them. Do not ask for unnecessary sensitive information.
  • Indicate optional fields for the fields, if any.
  • Use inline field form validation for a user to immediately understand why a form will not allow them to submit it if they filled something wrong.
  • Include smart defaults, such as a drop-down list of countries.
  • Make it mobile-friendly.
  • Use reCAPTCHAs, not CAPTCHAs.
  • Use radio buttons whenever possible – this allows the user to move through the form quickly.
  • Make errors crystal clear.
  • Prevent the user from making too many unnecessary clicks.
  • Enable autocomplete. 
  • Enable the ability to tab to the next field.

For Mobile Versions

  • Minimise the number of fields; the more fields the form has, the lower the conversion rate. You can expect the following conversion rate based on the number of fields in a form:
OPTIMUM CONVERSION RATE (based on the number of fields)
Conversion Rate with only 3 fields  
Conversion Rate with 3-5 fields
Conversion Rate with 6+ fields
  • Offer field focus.
  • Optimise for thumb reachability.
  • Try to keep forms as consistent as possible.

Test and observe user behaviour on your landing page forms; after all, optimising them can mean a bigger profit for your company. 

How can Relevance help with landing page forms? 

Relevance is a leading luxury digital marketing agency with over a decade of experience developing landing page forms for some of the world’s leading luxury brands. We boast deep industry knowledge of best practices and how to create landing page forms that ensure a high rate of completion. Contact our team to learn more. 

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