Most law firm websites feature lead gen forms where prospects fill out specific information to make an inquiry. This is one of the most common ways to gather basic data and move leads through the sales funnel. But one of the great debates is what the ideal number of fields is for lead gen forms. Use too many, and you could turn off prospects. Don’t use enough, and your lead quality can suffer. Let’s now discuss how to determine what the optimal number of fields is for your law firm.
Data from a Classic Study
Back in 2007 – 2008, there was a case study performed by a company called Imagescape. It was simple. They tested out multiple contact forms with each one containing a different number of fields. Initially, they started out with 11 fields and kept reducing it until they ended up with only 4.
By doing this, conversion rates increased from 5.4 percent to 11.9 percent, which is more than double. The logic of course is that the fewer fields you include, the more likely people are to fill it out, and the higher your conversion rate will be. And this makes sense. Humans naturally take the path of least resistance, so the less effort that’s required to fill out a form, the more likely they are to complete it.
Pamela Vaughan of HubSpot made a really interesting point regarding the trade-off between the quantity and quality of your leads.
“In a nutshell, the length of your form inevitably leads to a trade-off between the quantity and quality of the leads you generate. A shorter form usually means more people will be willing to fill it out, so you’ll generate more leads. But the quality of the leads will be higher when visitors are willing to complete more forms fields and provide you with more information about themselves and what they’re looking for.”
This is important to remember. Although reducing the number of fields in your lead gen forms to say 3 or 4 may generate more leads, they probably won’t be the same quality of leads if you had 7 or more fields.
Unfortunately, there’s no magic formula that will tell you that [X] number of fields is ideal for your law firm. While the optimal number in terms of conversions is 3, this could compromise the quality of your leads. Therefore, it’s recommended to perform some of your own A/B testing to determine what’s right for your law firm. This is the only way to find “the sweet spot.”
There’s a little trick that you should be aware of — including optional fields. For instance, you might have 7 fields total, but only 4 are mandatory (as indicated by an asterisk), and the other 3 are optional. This should increase the overall quality level of your leads without deterring as many prospects from filling out your form.
Getting the number of fields right for your lead gen forms isn’t an exact science. Instead, it requires a little experimentation to find the perfect balance. But once you find it, you can reel in the maximum number of leads, while maintaining top quality standards.
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