Eliminate distractions and force a decision by creating form pages with no scroll functionality. This singular focus on the form fields can dramatically increase conversion rates compared to pages with additional information below the fold.
Standard calls-to-action like "Request a Demo" provide no immediate value to the user. Reframe the form's purpose as an attractive offer, such as "Save 20% Today," to shift the focus from what the company wants to what the user gets.
Replace generic praise like "we love this product" with testimonials that feature specific, quantifiable outcomes ("saved 12 hours a month"). This helps prospects visualize concrete benefits and can increase conversion rates by over 15%.
The text on the final submission button is a critical, often-overlooked variable. Generic words like "Submit" are weak. A/B test active, benefit-oriented phrases like "Yes, I'm In" or "Send It My Way" to properly close the deal.
Instead of presenting all form fields at once, use a two-step process. The first step asks only for an email address, a low-friction action. This allows you to capture a lead for remarketing even if the user abandons the second step.