Marketo forms are very effective for lead generation and conversion - but only if they are done right. Here are our practical tips from 10 years of Marketo experience.

Using Marketo as a marketing automation tool offers numerous benefits, but one key challenge remains: successfully designing forms to maximise conversion rates. For campaign managers and marketing directors, optimising these forms is crucial to ensure that marketing objectives are met effectively. Here we present 15 strategic tips to optimise Marketo forms for greater conversion efficiency.

Optimise form fields 

When it comes to form fields, you often hear: "Less is often more. Reduce the number of form fields to a minimum to minimise the hurdles for visitors." This is not fundamentally wrong, as a simpler form increases the likelihood of a successful conversion. But that's not what really matters.

What counts is not minimisation, but optimisation! Think about what information is important to qualify the new contact as effectively as possible. What information do you need about their company and the contact themselves? You can ask many and sometimes sensitive questions - if they are in a good context and in a good exchange relation to the benefit of this question

In return for registering for a blog, you may only receive the name and email address, but if you are offering a free consultation, for example, you can ask several questions that will directly help you and your new contact to effectively prepare for the conversation, such as "What is your biggest challenge?". The benefit of the form registration simply must be in a good, helpful, and fair exchange relationship with the information requested. Then there will also be good conversion rates.

Clear and appealing headlines

A clear and appealing headline is the key to arousing the interest of the target group. Formulate it concisely and directly convey the benefit that the visitor will receive by completing the form.

Mobile optimisation

In the era of mobile internet, mobile optimisation of Marketo forms is essential. Ensure a smooth experience for users on different devices and increase the chances of conversions.

Add progress bar

Use progress indicators to show visitors how far they have progressed in the completion process. This promotes engagement and encourages them to complete the form.

Integrate social proof

Trust is crucial. Integrate positive customer reviews, testimonials, or certificates to strengthen visitors' trust and emphasise the credibility of your offers.

Carry out A/B tests

Experiment with different form layouts, colours, and call-to-action elements. A/B tests will help you find the optimal configuration to continuously improve conversion rates.

Integrate trust symbols

Use trust symbols such as security certificates or privacy seals to allay visitors' security concerns and encourage form completion.

Use personalisation

Use personalised form elements based on the visitor's previous behaviour. A personalised approach increases relevance and boosts the chances of conversion.

Optimise the timing of the form

Place your forms strategically to display them exactly when visitors are most receptive. Based on visitor behaviour, you can increase the likelihood of conversion.

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Set up automated follow-up emails

Use automated email campaigns to maintain communication with form senders. This encourages further interactions and supports the entire conversion process.

Clear call-to-action (CTA)

A clear call-to-action is crucial. Use eye-catching elements that directly encourage visitors to complete the form and provide clear instructions for action.

Integrate social media sharing

Make it possible to share the form on social media. This expands your reach, gives you more visibility and reaches potential leads via different channels.

Comprehensible data protection guidelines

Transparency is essential. Make sure your privacy policy is clearly communicated to allay concerns about data security and build trust.

Use exit-intent pop-ups

Implement exit-intent pop-ups to encourage visitors who want to leave the page to make a final conversion attempt. Offer attractive offers or further information to keep their attention.

Integration with the CRM system

Seamless integration with CRM systems is crucial for efficient data management and improved follow-up processes. This ensures that the data obtained can be optimally utilised. Marketo is amazingly well prepared for this. But a successful integration depends on whether the data and processes have been harmonised with sales and whether all processes (such as lead recycling, lead re-nurturing) have been thought through. If you produce a lead with just one form of conversion that can be passed directly to sales, that's the pinnacle. Yes, it works. We would be happy to explain to you personally how it works. Talk to us.

We hope that these tips will help you and your team move forward successfully. We will be happy to explain them to you personally - because not every tip helps equally well. It depends on the intention of the form, the customer journey phase of the expected user and much more.

In any case, these tips provide you with a comprehensive basis for effectively optimising Marketo forms and increasing conversion rates. By implementing these strategies, you as a campaign manager or marketing manager will create a solid foundation for successful lead generation and achieving your marketing goals. We wish you every success!