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Why Less is More When it Comes to Landing Page Information Fields

January 1st, 2014 by

184804867Think of different business landing pages you’ve visited. Which ones are your favorites? They probably have simple designs, easy to fill out information, and create easy methods of purchasing goods and services. Landing page design tips generally advise you to keep your landing page simple; only include the necessary information needed for someone browsing your site, paths to purchasing your services, and necessary information fields. Too often small businesses fail to generate traffic to their website because they clutter its landing page and request an unnecessary amount of information from their users.

This post focuses on what information you should request from browsers on your website interested in your business and what information fields you should avoid. Information fields should remain strictly professional. We give advice on how to fight “form creep” and how to get and retain browsers.

What can you do to fight form creep?

Salespeople and marketers want to obtain as much information about their target audience as possible. This means they want to know user’s age, gender, occupation, interests, phone numbers, etc. When information fields on your landing page begin to request information from users beyond the standard, necessary data to contact a lead, fewer people fill out the information fields. Requesting this periphery¬†information is called “form creep.”

As the landing page designer, it’s your responsibility to fight back against form creep. The goal of information requested on a landing page is to generate the widest client base possible. You can always generate more information on the demographics of your customers later, focus on making sales to the people visiting your site first, then attempt to gain more information on clients to develop marketing campaigns.

Fight form creep by limiting information fields on your landing page to seven or fewer fields.

Exactly how much information should you ask for?

As aforementioned, keep information fields on the landing page to seven or fewer fields. You should only request first name, last name, and email if it is to join a mailing list (when someone is buying an item then you must request address and credit card information as well). Get users to join mailing lists, this way you can send information to leads about new items being released, release promotions for your business, and request customers to fill out surveys that can request more personal information to generate marketing campaigns from. These surveys can ask about gender, age, occupation, etc. This allows you to generate more information about your customer base without appearing intrusive.

In many ways, designing a good landing page is a balancing act. Deciding what information fields to include is a delicate line between generating enough information about your customers to develop strong marketing campaigns, but also getting as many people to fill out information as possible. Too many information fields will drive customers away.

It will get easier to hit this balance over time, and you’ll soon have no problem identifying fields that can be removed from your landing pages.

Mark D is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.

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