Right now I am involved in working on a new, rich Internet application that will take users to an online form, which once filled out and submitted, completes our goal. Originally, the application took people straight to the online form. I made a change to the process and now the application takes them to a small promo page that gives some stellar testimonials and has a link that leads to the form. Some of you might ask, “Why? Doesn’t adding an extra click to the process create a greater opportunity for potential leads to dropout?”
No it doesn’t, when it’s done right.
Think of the additional step as a conversation.
When you’re clothes shopping, a salesperson doesn’t walk up to you, hold a paper form in your face and say “Fill out this form to buy these clothes.” If they did, you would label them as the laziest and worst salesperson you ever set eyes on. A good salesperson, on the other hand, approaches you casually and starts a conversation. He or she will tell you which styles are the most popular, which items are the best sellers, and what looks good on you. The salesperson will show you the value of items making you want to buy them. But if you decide not to buy, he or she will most likely give you a business card so you can get intouch later.
An online form cannot come close to giving someone the same information. That’s why you need that extra page.
A good landing page is brief and acts as a good salesperson. It will tell you why you should fill out the upcoming form and give evidence of how it can help you. It will make you want to fill out the form. But what if it doesn’t convince users to fill out the form? Then it can also act as a business card when you include the ability to sign up for future communication, such as the company newsletter.