A lot is expected from B2B marketers today. You have to worry about your marketing strategy, building your team, and now—lead capture forms. Yep, that small square box on the website seems simple enough, but it’s your best shot at starting a relationship and creating a new customer.

Think: What kind of first impression does this form give about my business? What kind of experience will customers walk away with? Since it’s a major part of your marketing and sales funnel, it’s crucial to know the ways you can double sign ups.

Today we’ll share some surprising new data about why certain lead capture forms convert better than others, and we’ll even show some examples to inspire you!

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    Make It Attractive
    1. Add a Human Face

    Make sure your lead capture form demands attention: Add a photo

    Good B2B businesses are never afraid to show their face. Adding a human touch to your lead capture form can make your campaign more memorable and help leads identify with you.

    One online art shop wanted to increase their visitor engagement and decrease their bounce rates. They added their headshot and increased conversions by 95%.

    A photo of your customer service team, a sales rep, or even a lighthearted company group shot can break up the monotony of a typical lead form.

    2. One vs. Multi-column Lead Capture Forms

    A debate is raging in the world of lead capture forms: which layout converts better, one column or multi-columns? You’ll have to A/B test your audience to answer the question for yourself, but here are some reasons we like one-column forms.

    • One-column forms are easier on the eyes. Gestalt psychology theorizes that our brains like to organize, simplify, and group things together to prevent the design from becoming overwhelming. One-column makes your lead capture form simple, orderly, and balanced.
    • In a multi-column form, it’s too easy to enter data in a zig-zag pattern or skip around, meaning your visitors could miss a field or enter the wrong information.

    Make It Easy

    3. Keep Your Form Short

    Make your lead forms short to get up to x2 conversions

    Most humans enjoy getting results faster.

    If you want to increase your sign-ups, shorten your lead capture form by a few fields. Believe it or not, deleting just one field boosts your click-through rates by 26%.  

    Another way to ensure that forms stay short is Lusha Forms.

    Lusha Forms shortens your lead capture form to as little as one field, by enriching data behind the scenes. Prospects get attractive, short forms that beg to be completed. You get up to x2 more prospects and higher-quality leads.

    Leads arrive enriched, with all the data you need to qualify prospects. This lets sales prioritize the right people and move them down your sales funnel. Up to 50% more conversions and highly qualified leads? It’s a win-win!

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    4. Break Up Longer Forms

    A shorter form is ideal, but what happens when you absolutely need a longer lead capture form?  

    A multi-step form is a form broken into several steps. These increase conversion rates by making a relatively long form seem much less tedious. The trick is to only show one question at a time. Be sure to show a progress bar to keep leads even more motivated.

    Make It Trustworthy

    5. Explain What Happens Next

    Remember: we live in a time when customers are sensitive to sharing personal details; they don’t want you to abuse their trust.

    Recently, Unroll.me, a popular email cleanup tool, was caught selling customer data to huge companies like Uber, even though they promised they didn’t—the unfortunate users started getting spam and unsolicited calls. Don’t be that company.

    Before completing your lead capture form, the leads should check a box to agree to your privacy policy. They should also get an idea of your email frequency; no one wants daily emails when they haven’t invested in you.

    Even better, let leads choose how often you should follow up or what’s the best time for a sales rep to call.

    No surprises—just transparency.

    6. Add a Security Badge

    Is your lead capture form safe? Let prospects know their data is protected.

    What words does this logo bring to your mind? Many people might say “dependable” or “safe.” Norton 360, along with McAfee and Geotrust, is recognized globally for website authentication, anti-virus, and security for websites. 

    What your lead is thinking:

    1. My data is protected
    2. The website is defended
    3. It’s okay for me to enter contact info

    Beef up your website with trusted cybersecurity; a recognizable security badges eases any hesitation a lead may have about protection.

    Make It Motivational

    7. Differentiate Your Offer

    Lead prospect forms are a great way to capture prospect contact details and market to "not yet ready" leads

    Lead magnets are tricky. Everyone loves free things; however, with an abundance of free offers available and our new obsession with keeping our inbox at zero, leads are becoming pickier.

    You don’t have to be better than competitors; instead, aim to be unique. Joan Magretta writes, “Nothing is more absurd—and yet more widespread—than the belief that somehow you can do exactly what everyone else is doing and yet end up with superior results.

    Most ebook lead magnets aim to be comprehensive or short reads that answer one big question. Canopy stands out by breaking up their topics and going in-depth. They offer a whopping 34 ebooks and guides to choose from!

    For a high-converting lead capture form, create a lead magnet that targets a segment your competitors won’t (like tax software for creative entrepreneurs) or in an uncommon way (like offering an entire library of ebooks when competitors offer one or two).


    Lead capture forms are a small—but pivotal—part of your overall funnel. New data tells us that a short and concise layout, a personal touch, and signals of trustworthiness are key. 

    Here are two final pointers to ensure you continue to convert.

    1. Test your form. Many marketing directors still haven’t A/B tested which form converts best and why. Try starting with one vs. multi-columns.
    2. Data concludes shorter forms convert more. Your leads won’t jump ship halfway through signup if you use a tool like Lusha Forms to make it painless and fast.

     Get started with Lusha Forms today!

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      This information should not be mistaken for legal advice. Please ensure that you are prospecting and selling in compliance with all applicable laws.

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