Daniel Burstein

Common Landing Page Mistakes: Form fields that stop selling value

May 7th, 2012

Picture your sales and marketing funnel in your head for just a moment. If you’re like many marketers, you likely spend a lot of time, money and effort driving traffic to your landing page. Then, once they’re on your landing page, you likely spend a lot of time, money and effort to get customers to a form …

… and then what? You can’t simply cut the engine and hope that the momentum that got them this far will coast them through the form to conversion.

“Perhaps this is the mistake I see the most on landing pages,” said Adam Lapp, Associate Director of Optimization and Strategy, MECLABS.

“A good headline, good copy, everything executed well … then the visitor gets to the form and it simply says ‘Request more info’ or ‘View our demo’ or ‘Contact a Sales Rep’ with forms below.”

Let’s take a look at those three commonly used phrases and see what Adam suggests to help you create a process-level value proposition for each one of them.

Not this

Request more info

But this

By filling out the information below, you will receive [a full brochure OR a five-step guide to x, y, and z OR a call within 24 hours from an xyz expert].


Not this

View our demo

But this

The demo takes only three minutes and will show you [how the product works in real time OR patented control features that save 30% more time OR the five best ways to use the product].


Not this

Contact a Sales Rep

But this

Complete the form below to speak to a product expert who will be able to [answer any questions OR provide details about the core features OR discuss pricing and needs].


Never assume your customer understands the value of the action you are asking him to take

After all, when you lift your head up out of analytics and marketing automation platforms for just a minute and look at the big picture, your job as a marketer simply comes down to this – communicating the true value of whatever action you’d like your prospect to take.


Related Resources:

Common Landing Page Mistakes: Too simple of a landing page for a complex sale

Common Landing Page Mistakes: E-commerce sites treating new and returning visitors the same

Marketing Campaign: Landing page optimization can help improve the return on your media spend

Common Landing Page Mistakes: Too simple of a landing page for a complex sale

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

Categories: Landing Page Optimization Tags: , , ,

  1. Zev Schonberg
    May 7th, 2012 at 10:35 | #1

    So simple, yet so often overlooked. Thanks for sharing Adam’s on-the-ground insight.

  2. Harry
    June 1st, 2012 at 09:19 | #2

    Great article – hits the nail on the head 🙂

  3. June 1st, 2012 at 10:32 | #3

    In today’s marcom world, it’s all about brevity. But this brings to light a good point that expanded copy is not a bad thing!

  4. Salomon
    June 3rd, 2012 at 23:32 | #4

    How would you approach it on a mobile form? the same way? (longer copies)

  5. March 15th, 2013 at 13:17 | #5

    Hi Daniel

    Your “Not this: | But This:” format is so effective. Thanks for putting it like that. I also love your re-definition of a marketer: communicating the true value of whatever action you’d like your prospect to take.”

    I may have to quote you on that

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