The Length of Your Registration Form May Affect Lead Generation

It may not seem to matter much, but the length of your registration form may greatly affect its efficacy in obtaining leads. A lead generation company who knows what it is doing knows that there is a better chance of conversion when the prospect only has to fill in a short form. Marketo, a marketing automation company, conducted a lead generation test wherein visitors to their site were made to fill in five, seven and nine field forms. The five field forms had fields for the first name, last name, work email, job function and company. The seven field forms added a field for number of employees and industry. The nine field form added fields for work phone and CRM system. The results showed that the five field forms had a 13.4% average conversion. The seven field forms had a 12% conversion while the nine field forms had a 10% conversion.

This shows that the longer your registration form is, the lesser the probability that lead prospects will actually fill in the registration form. A lead generation company who offers lead generation services will often advise clients to keep their website’s registration form short and easy to fill in. For most website owners, there is the temptation to get as much information from their website’s registration forms. However, this need for data must be balanced with the risk of turning people off from registering.