Posted by: Jenny Bachner, Media Specialist

You’ve done a lot of work to prepare for your lead generation or lead nurturing campaign. You’ve assessed the audience, strategized offers, determined the best timeline, drafted a media plan and created a landing page based on conversion marketing best practices. It’s easy to let the details of the program’s final execution slip under the radar. But how you craft your landing page’s registration form(s) is too important to pass over.

The registration form is ideally your prospect’s final destination. So take advantage of these tips for making yours as user-friendly as possible:

• Start by illuminating a path to completion for your user. If you have a multiple-step registration form, inform the user of the steps before they begin.
• Always think of user behavior when setting up your registration form. Many people like to “tab” between form fields, and multi-column registration forms can complicate this simple action.
• If vertical space permits, using top-aligned form labels will allow for the fastest completion time of your registration. Otherwise, right-aligned labels are the best alternative.
• In general, use only the minimum amount of visual elements and form fields necessary to gather required information.
• And speaking of required information, only ask for the information you truly need for the follow-up process.
• If you’re lead nurturing, try using a progressive registration model where you slowly gather more customer information as you increase the complexity or value of your offers.

Know other registration form best practices? Please share them with us.