A well-designed landing page will convert traffic into leads. It will enhance user engagement and collect actionable user data. How is all that possible? The answer — a strategically placed landing page form that acts as an immediate call to action (CTA).
The average landing page conversion rate across all industries is 5.89%. However, landing pages that incorporate carefully designed forms reach up to 11%. This is why every digital marketing strategy should include optimized landing page forms.
Landing page forms also reduce wasted time and resources. Once you collect visitors' contact information, you can follow up with those who are genuinely interested in your product.
We've compiled a list of 20 brilliant landing page form examples for your inspiration. We've also included actionable tips on using them to increase engagement on your page.
Let’s get started with the fundamental question.
What does a landing page form look like?
A landing page form is a structured set of input fields. It is designed to collect specific information from visitors. This can include names, email addresses, and other relevant details.
Forms are strategically positioned to convert visitors into leads or
customers. This is how the form should be as far as characteristics go.
The form’s design should be user-friendly and aesthetically pleasing.
This includes:
Proper spacing, alignment, and field size are also crucial. They prevent user errors and enhance usability.
Content impacts form effectiveness as well.
📝 The wording in the form should be clear and concise to avoid confusion. This includes the headline and field labels.
📝 Instructions should be straightforward, and the language should be inviting, not demanding.
📝 Personalized, conversational text often results in higher conversion rates.
📝 Images and videos capture interest and guide the visitor’s eye to the form. Using relevant imagery or short, engaging videos can increase emotional engagement. They complement the textual content, making the value proposition more compelling.
📝 The CTA’s design, color, and text should stand out on the page. It should clearly communicate what will happen when clicked. Phrases like “Get Started,” “Join Free for a Month,” or “Download Now” imply both the action and the benefit.
Integrating brand elements into the landing page form helps reinforce brand identity. It can increase trust and recognition.
🎨 The messaging should also match your brand voice. You can choose a professional, friendly, or playful tone.
Types of landing page forms
These are the most common types of landing page forms:
Contact forms
These forms ask for basic user information. Such information can include the name, email address, and maybe a brief message or comment.
🎯 When and why to use: Use a contact form when you want to offer a simple way for visitors to reach out with questions, concerns, or interests. They are essential for customer service and the initial engagement of potential clients. This form type helps maintain communication lines without exposing direct contact details.
Registration forms
This type of form helps users register for an account or any activity that requires prior sign-up. They often process more detailed information. This can include the full name, contact details, and sometimes payment information.
🎯 When and why to use: When organizing events, webinars, or when offering membership privileges on your website. They allow you to manage attendee or participant data, which is crucial for event planning and access control.
Lead generation forms
These forms capture as much useful information as possible about potential customers. For example, the name, email, phone number, and other demographic or firmographic details. They may include more targeted questions to qualify the lead's interest level or purchasing power.
🎯 When and why to use: These are used when the primary goal is to generate qualified leads for a sales team. They are crucial for nurturing leads through the sales pipeline, especially in business-to-business (B2B) models or high-ticket business-to-consumer (B2C) scenarios, where understanding the lead’s needs can tailor the sales approach.
Survey forms
These forms are used to gather feedback from users about products, services, or general experiences. They can range from simple satisfaction ratings to complex questionnaires with multiple-choice and open-ended questions.
🎯 When and why to use: Use survey forms to collect customer feedback, conduct market research, or gauge public opinion. They can help you get valuable insights to guide product development, marketing strategies, and customer service improvements.
Quotation forms
These forms ask for specific information about what the customer needs. This can include contact information, details about a project, and desired services. You can then provide a customized quote based on this data.
🎯 When and why to use: Use quotation forms for service-based businesses. For instance, marketing agencies, construction services, or consultancy firms where pricing is not one-size-fits-all. This form helps you get the necessary project details to provide accurate pricing.
20 effective landing page form examples
Let's explore the following examples of landing page forms.
1. Airbnb — Sign up/connect
Why it works
2. HubSpot — Free demo submission
Why it works
3. Netflix — Subscription
Image source: netflix.com
Why it works
4. Shopify — Free trial
Image source: shopify.com
Why it works
5. Zoom — Sign up
Image source: zoom.us
Why it works
6. Blue Apron — Sign up
Image source: blueapron.com
Why it works
7. GoPro — Sign up
Image source: gopro.com
Why it works
8. Dropbox — Free trial
Image source: dropbox.com
Why it works
9. Salesforce — Newsletter sign-up
Why it works
10. Spotify — Sign up
Why it works
11. Lyft — Sign up to ride
Why it works
12. TurboTax — Sign up
Why it works
13. Tesla — Demo drive
Why it works
14. Evernote — Sign up
Why it works
15. HelloFresh — Get an offer
Why it works
16. Peloton — Email submission
Why it works
17. Treehouse — Email subscription
Why it works
18. Asos — Subscription
Why it works
19. Slack — Sign up
Why it works
20. Voog — Sign up
Why it works
How to create a good landing page form
Follow this step-by-step guide to design a compelling landing page form.
1. Define the goal of your form
Start by pinpointing the purpose of your form. What does it have to achieve? Collect leads, get users to sign up for an event, gather feedback? The form’s purpose will shape every other aspect of its design.
Then, consider your target audience. Who will fill out the form? Adjust its tone, language, and format to match your intended audience’s expectations.
2. Choose the right type of form
Consider the types of forms discussed earlier in this article. Customize the form
to ask for relevant information only, depending on your goal.
3. Make the form user-friendly and mobile-responsive
Make sure that the form’s layout and structure are clear and simple and that the design is minimalistic. Structure your questions in a logical sequence so that they are easy to follow.
Ensure that your forms are mobile-responsive by designing with mobile in mind. Test the final result on different screen sizes, and use ample form fields and large buttons. Real-time validation is very helpful, as it pinpoints errors and offers immediate solutions.
4. A/B test different form designs
A/B testing is a great and simple way to understand what your audience prefers. Tools like Optimizely or Visual Website Optimizer help you implement and track changes, leading the way to experimentation.
Try out different layouts, lengths, and field orders. Juggle with different palette schemes, button sizes, and fonts to make forms more visually appealing. The performance marketing manager at Textmagic explains the importance of A/B testing form designs:
Implement follow-up surveys to collect feedback directly. Tools like Google Forms, Survey Monkey, or Typeform help with that.
Best practices for landing page form utilization
Follow these strategies for using landing page forms to get more leads:
Keep forms short and to the point
This cannot be overstated — always stick to essential fields only, as forms with fewer fields have higher conversion rates. Identify the absolute minimum information required from users to make the follow-up meaningful.
👍 Pro tip: A name and email address are often sufficient for initial contact.
Leverage the FOMO effect
The fear of missing out (FOMO) is a powerful motivator. Encourage users to take action through limited-time offers. You can also highlight a product's or event's popularity.
👍 Pro tip: Phrases like "Limited spots available" or "Offer ends soon" create urgency and can prompt quicker user actions.
Mention privacy statements
Display privacy statements and include trust signals. This is how you reassure users about the security and confidentiality of their data. Make sure your form complies with relevant laws like GDPR. Include a simple, jargon-free privacy statement that details what happens with the user’s data.
👍 Pro tip: Use testimonials, user reviews, and security badges (e.g. SSL certificate, trusted payment processor logos) to enhance credibility.
Optimize form fields for higher conversion rates
Design form fields to eliminate user frustration and avoid unnecessary complexity. Where appropriate, utilize browser autofill capabilities. Use appropriate field types, such as dropdowns, checkboxes, or date pickers, to simplify the input process.
👍 Pro tip: Provide real-time input validation and indicate mandatory fields.
Engage in follow-up
Ensure immediate confirmation by sending an automated email response. Confirm the receipt of the submission and what the next steps will involve.
👍 Pro tip: Nurture leads using drip email campaigns to keep users engaged. Provide valuable content that aligns with their interests.
Integrate forms with marketing automation tools
To streamline data flow and utilization, connect your forms to tools like HubSpot, Marketo, or Mailchimp. These tools can automate tasks like email notifications, lead scoring, and follow-up campaigns.
👍Pro tip : Ensure that each form submission is fed into your customer relationship management (CRM) system. You may utilize Salesforce or Zoho CRM to do so. This enables sales or service teams to act promptly based on the captured data.
Future trends in landing page forms
Here are some predictions on how landing page forms will evolve with technology.
🔮 Artificial intelligence (AI)-powered tools are likely to perform real-time analysis of user dynamics on a specific page. Let’s say someone repeatedly accesses your blog and is interested in specific article topics. The AI algorithm will adapt forms to include questions related to those topics.
🔮 Voice search forms will become the norm as demand for accessibility increases. With more users on the go, typing is likely to become obsolete.
🔮 Predictive input will drastically reduce user effort by analyzing heaps of user data to generate auto-suggested texts. It’s likely to become so performant that you’ll only have to type a few characters to get it going.
Personalization and dynamic forms will also play an important role in improving user engagement.
💫 Dynamic forms that adjust based on data about a user’s engagement level or demographic information can provide a more personalized experience. For example, returning visitors could see a simplified form based on previous interactions.
💫 Forms will become smarter and more context-aware. They will adapt not just to the data entered but also to the user's context providing a tailored experience. Such instances include the time of day, location, or device used.
Next, create a landing page with Voog
Voog helps all users — even inexperienced ones — create websites with embedded forms.
This way, any business owner can build highly interactive landing pages with integrated forms. Make sure yours is the next to stand out.
