How to use landing page surveys to increase conversions

Landing pages are an essential part of generating leads for your organization, but if you’re sticking with a basic landing page design, important opportunities are passing you by. One way to get more out of a landing page is to add a survey to it. Surveys serve multiple purposes and ensure you get more value out of the leads that you’ve worked so hard to direct to your landing page.

If you haven’t yet created a landing page survey, you’re missing out on increased conversions and, even better, more personalized marketing capabilities. Here’s why.

Improving conversion rates with landing page surveys 

When you direct web visitors to your landing page, you have an opportunity to collect contact information. But when you add an online survey to that landing page, you can capitalize on that opportunity even more by collecting additional information about your site visitors. 

With that information, you can create more tailored email marketing campaigns and follow-ups that truly connect with your site visitors. Those personalized interactions can help improve your conversion rate, ultimately transforming those leads into customers.

Creating a landing page survey serves another important purpose, though. It gets visitors to engage with your business, laying the foundation for an ongoing relationship. 

Rather than a stagnant page with a call to action to sign up for a newsletter, a survey makes the page much more engaging. It can help your leads feel appreciated and demonstrate that you’re interested in their thoughts and feedback, helping them connect with your brand in a positive way.

Designing your landing page survey 

Designing a survey for your landing page is easy with Jotform. You can choose from more than 10,000 form templates to get started, which you can customize to your needs.

Jotform offers a variety of survey question types, including multiple choice, text fields, rating scales, matrix questions, and more. You can customize the questions and easily add in new fields with Jotform’s drag-and-drop editor.

You’ll also have the ability to customize the survey to reflect your branding by adding in your business logo and brand colors.

Once you’ve completed your form, you can embed it right within your landing page, so site visitors can easily complete it without ever being redirected to another web page.

You can use Jotform Tables to automatically collect, store, and organize the data that you receive from your surveys. Tables make it easy to review and analyze that information, and you can also gather email addresses to upload to your email marketing platform so each respondent receives the proper follow-up within your marketing campaign.

Creating a successful landing page survey: A few tips

As you design your survey, focus on keeping it brief. The shorter and easier the survey is to complete, the more likely you are to get plenty of responses.

This is also true when it comes to collecting lead contact information at the end of the survey. Request only the minimum information you need to be able to follow up with the lead. Often, a first name and email address are enough. The more fields you require a lead to complete, the greater the chances are they’ll drop off before completing the survey.

Think about how you’ll incentivize respondents to complete the survey. Offering something of value in return for a completed survey with contact information can increase your lead generation.

You might want to offer a guide or e-book or even provide respondents with a discount in exchange for completing the survey. Other potential lead magnets include entry into a contest or access to a video, cheat sheet, or a training course.

It’s also important to make sure that your survey form is mobile-responsive. Jotform gives you that capability, so mobile users will be able to easily navigate and complete the form.

You can also create multiple surveys to use across different landing pages. The more specific and tailored a survey is to your audience, the more value it will offer and the greater the chances your audience will be willing to complete it.

You may also want to create multiple surveys for a single landing page, which lets you perform A/B testing. By testing your surveys’ performance, you can edit and improve surveys to increase your response rates.

Creating a landing page survey doesn’t have to be a complicated process, especially when you use a platform like Jotform. A survey helps you connect with leads in a different way, and it makes it easy to gather essential information to add those leads into your marketing funnel

Taking the time to create a survey can help improve your conversions by laying the groundwork you need to convert your leads into customers. It’s an excellent investment in your marketing efforts. 

This article is originally published on May 04, 2022, and updated on May 09, 2022.
AUTHOR
A journalist and digital consultant, John Boitnott has worked for TV, newspapers, radio, and Internet companies for 25 years. He’s written for Inc.com, Fast Company, NBC, Entrepreneur, USA Today, and Business Insider, among others.

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