Take care of the small design details

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In addition, the form employs logical techniques to provide personalized experiences to each user. Perhaps most notably, in the eyes of the potential customer, in exchange for their data, the brand provides instant value.

4.- Form + personalized recommendation


It is not common to find lead capture forms that also take the user directly to business email database the sale. However, there are examples that show that it is also possible.

The reason this form converts is that it gives value to the user. That is, by directing the user to a product customized for them, it is what will help them in their specific situation. It becomes a tool.

lead capture forms tool

You see, by capturing those leads with a suitable form, you can easily segment between those who have already made a purchase and those who have not. This way, you will have more opportunities to retarget them to retain them.


There is debate among designers about how to name each field in a form. That is, should they include a title above the field or within the field?

The difference is always in the small details, so you should opt for A/B testing to see which model works best.

In the example, you can see how the brand does not choose to put titles above the fields. Instead, they appear within each one. However, as soon as the user clicks on them, they disappear, leaving the form cleaner.

6.- Give something before asking


Before attempting to collect user information, Wealthfront chooses to provide a personalized investment portfolio plan based on the answers to a few questions.

The interesting thing about this example is that it gives the user something of value long before asking for personal data. And this type of action can be very powerful before launching lead capture forms.

Once the user finishes answering the questions, they are taken to a landing page that asks for their email in exchange for displaying their personalized portfolio. And at this point, the user will have invested enough time to let it go.

7.- Use motivation to your advantage