Minimize conversion friction in and around the lead form
Posted: Wed Jan 29, 2025 5:19 am
The advice "Use powerful phrases to convince people to sign up for your newsletter" is not always enough when optimizing lead forms, even if it does work.
Often, the form itself is not to blame for its low effectiveness, but what surrounds it. If you place a large number of extraneous elements around it, the conversion rate will be low. This situation is called conversion friction by professionals.
Conversion friction very often denotes the conflict or resistance that one element offers to the movement of another.
There are many different processes happening on a landing page at the same time, and friction can occur between them. You don’t work so hard to get traffic to your landing page just to see people do nothing because of friction. To avoid this, follow the tips below to minimize potential obstacles.
1. Add white space
Most marketers work tirelessly to improve their websites, but still remain dissatisfied with the results of their work.
Working hard and not seeing the fruits of your labor is a heavy burden, considering that 33% of small business owners work 40-49 hours per week.
However, if you want to avoid wasting too much time and indonesia phone number data increase the relevance of your forms, add more white space to your sites. You can follow Google's example:
Google:
Google search engine page
If you want a form to attract people, remove all distractions, make the click action simple and easy. White space, in turn, makes the site comfortable to perceive and study.
It's hard to get people interested in content placed against a busy, colorful background. So it's no surprise that reputable companies are opting for white backgrounds on their landing pages and not cluttering up the space around their lead forms.
When it comes to the readability of a resource, one cannot ignore the results of a study conducted by Wichita State University, according to which white color improves the comprehension and readability of a website, although it negatively affects reading speed.
Carla Rose, the author of more than 20 books on computer technology, notes that white space guides your eye from one object on the page to another. In other words, white space helps people navigate the page.
This means that if you want users to fill out a form and click on the CTA button, remember that a lot of white space will help ease their hesitation. The friction that usually occurs between the visitor and the lead form will disappear.
Often, the form itself is not to blame for its low effectiveness, but what surrounds it. If you place a large number of extraneous elements around it, the conversion rate will be low. This situation is called conversion friction by professionals.
Conversion friction very often denotes the conflict or resistance that one element offers to the movement of another.
There are many different processes happening on a landing page at the same time, and friction can occur between them. You don’t work so hard to get traffic to your landing page just to see people do nothing because of friction. To avoid this, follow the tips below to minimize potential obstacles.
1. Add white space
Most marketers work tirelessly to improve their websites, but still remain dissatisfied with the results of their work.
Working hard and not seeing the fruits of your labor is a heavy burden, considering that 33% of small business owners work 40-49 hours per week.
However, if you want to avoid wasting too much time and indonesia phone number data increase the relevance of your forms, add more white space to your sites. You can follow Google's example:
Google:
Google search engine page
If you want a form to attract people, remove all distractions, make the click action simple and easy. White space, in turn, makes the site comfortable to perceive and study.
It's hard to get people interested in content placed against a busy, colorful background. So it's no surprise that reputable companies are opting for white backgrounds on their landing pages and not cluttering up the space around their lead forms.
When it comes to the readability of a resource, one cannot ignore the results of a study conducted by Wichita State University, according to which white color improves the comprehension and readability of a website, although it negatively affects reading speed.
Carla Rose, the author of more than 20 books on computer technology, notes that white space guides your eye from one object on the page to another. In other words, white space helps people navigate the page.
This means that if you want users to fill out a form and click on the CTA button, remember that a lot of white space will help ease their hesitation. The friction that usually occurs between the visitor and the lead form will disappear.