Or worse - sell their information to other companies? Landing page videos (covering a topic we call The Selling 7 at IMPACT) help defuse potential clients' fears and give them peace of mind by guiding them through exactly what to expect when filling out the form. We found that video also increased conversions by about 80% . We like this example from River Pools: It works because it shows the company's willingness to address all of our thoughts when using the online form that establishes the industry mailing list connection. Information Your Lead Generation Form Should Gather When creating a lead conversion form, how do you know if you're asking the right questions or if you include the best form fields? The information you gather can help you get the right information about their highest quality leads, but make sure it's relevant to your offer. For example, if someone subscribes to your blog, you shouldn't ask for the contact's phone number. You can always get this formation when the time is right. When choosing which fields to include, focus on the questions your sales team regularly encounters that provide the most value to the sales process.