Clear call to action!
Your call to action must catch the potential customer’s eye. In case of doubt, the request can be made several times.
People like to be in control of their actions. Give them the freedom to choose. So your call to action should always include one or two alternatives.
Exception: very specific campaigns tailored to a specific buyer persona.
Don’t offer too many options
People get confused when they have too many decision options. Therefore, menus with countless links are not helpful in persuading website visitors to do something. (This is why landing pages often don’t have navigation.) A simple and clear design can usually achieve more.
Keep forms lean
Every single form field acts as a filter and significantly reduces the conversion rate. Be sure to make it as easy as possible for the visitor to fill out and submit a form.