What is a Conversion Form?

Conversion forms are not as intriguing as compelling content and bold imagery, but they're just as important in your buyer's journey. A well-designed conversion form is what captures high-quality leads from your website. Does it even matter how sophisticated your lead generation strategy is if your forms are not functioning or converting?

When a prospect fills out a form on your website, they are demonstrating that you have addressed their pain points to the degree that they're willing to give you their person information. However, you can still risk losing a prospect if the form is complicated to complete, requires more information than they are willing to give, or simply is not user-friendly. Simply said, it's crucial you know what a conversion form is and how to use it most effectively.

Definition of a Conversion Form

A conversion form is a form in which you collect information from your site visitor. The prospect completes, and successfully submits, an online form from a landing page, homepage, or any other page from your website. Conversion forms convert traffic into leads. Collecting this contact information helps you learn more about these leads, follow up with them, and add them to your database for nurturing.

What do effective conversion forms look like? You have probably seen and interacted with more than you can count. There are many great ways (pending your goals) to create converting lead generation forms. One example of a notable conversion form is found on eharmony.com.

This form is the front and center when you arrive at the website. It only has two form fields, is designed to fit their brand, and offers incentive to fill it out with the word “FREE” on the top.

How to Use a Conversion Form

Use conversion forms for lead generation! HubSpot reports that 74% of marketers are using web forms  for lead generation, and 49.7% of marketers say that web forms are their highest converting lead generation tool.

How do you capture leads on your website without conversion forms? A conversion form is a crucial element in the conversion path of a user. Conversion forms typically work best on landing pages, but can be used on all kinds of website pages as well. Researching how to optimize your conversion forms  is an important first step to including them on your website and landing pages.

How LeadG2 Uses Conversion Forms

You won’t find a LeadG2 landing page  without a conversion form. We use landing pages as a great opportunity to ask questions about our website visitors. Filling out a conversion form on our website transforms a visitor into a lead, and after you're a lead in our system, we can stay in touch to educate you on our expertise! We make sure conversion forms live above the fold, stand out, and only ask for information we need based on what we're offering in return. To learn more about conversion forms and see how we use them, check out the LeadG2 Resource page to click into any of our landing pages and download some free educational content on this topic!

*Editor's Note: This blog has been updated with relevant information.