Reduce cognitive load by using selectable elements

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The key concept that stands out in this design is that the form goes unnoticed. Therefore, in the eyes of the user, the landing page they are on is no longer a simple acquisition or sales strategy.

Furthermore, although innovating can be dangerous at times, sometimes you have to take risks and try to create unique pieces that leave aside your more commercial nature.

Think about it. When was the last time you came across a form that really caught your business email database attention and didn't make you feel like just another pawn in a sales process?

That's exactly what you don't want to convey.

By creating lead capture forms with unusual elements, you create more fun pieces. This manages to transmit a different feeling to the user. They go from seeing the form as a lead capture weapon to seeing it as another tool.

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From a psychological perspective, each element that makes up your form design requires a motor action (a mouse click) rather than a cognitive action (having to think and type).

Motor actions are less “ heavy ” on the brain. They take less time to process and act on. This means that by reducing the cognitive load, the user is more likely to complete the form.

On the other hand, another of the techniques used to create lead capture forms is conditional logic , a feature used to hide or show certain questions to certain users.

For example, if you look at the image, if a user says that he is a beginner, the next field to answer will not be the same as for someone who says that he is an advanced user. Because, in this second case, he will have to determine which is his preferred platform.

Although this may seem logical, one of the mistakes is to treat all users equally. The most powerful lead capture forms are those that manage to segment users.

3.- Go for informal appearances


Another lead capture form you should look at is the one from Creative Design Architects.

The form makes use of many visual elements in the form of icons. And this, directly, makes it a less formal and more attractive piece.