The lead capture form has become one of the most ubiquitous tools in a marketer’s toolbelt.
For a decade now, it has been the mechanism that makes inbound marketing and lead generation possible.
As a result, many marketers have become obsessed with optimizing forms.
It has always seemed like a given that if your conversion rate is slumping, you could fix it by making some adjustments to your forms (e.g. reducing the number of fields).
And while making incremental changes to your forms can boost conversion rates in the short-term, what happens when there’s a fundamental shift in the way people prefer to buy?