In the study, The Science of Lead Generation from HubSpot, that examined the correlation between conversion rates for lead generation websites and the amount of fields in a lead generation form reveled that the sweet spot for the highest conversion rate is 3 fields of information. The optimal range is between 3 and 5 fields according to the study, but once a lead gen form goes beyond 5 fields to fill out the conversion rate plummets. Any time a conversion action is the goal of a website, landing page or squeeze page it’s a balance between how much friction there is on a page and the motivation of the visitor. What I mean by friction are the emotional stumbling blocks that trip a switch in the prospects mind that causes them to stop and evaluate if it’s worth it to continue and convert. You can never eliminate friction entirely, since you would also be removing conversion. Without friction there is no conversion.
About The Author
Bobby Hewitt believes that improving conversion rates begins with an understanding of the psychology of your user, because conversion takes place in your prospect's mind.
eMetrics Summit Speaker
