Form fields are the areas of a contact form that collect visitor information, like name, business and job role. They provide a vital role in identifying anonymous users, and allowing you to tailor your marketing activities to their individual needs.

Crucially though, there’s a negative correlation between the number of form fields, and the conversion rate. In order to maximize form submissions, it’s important to balance your need for visitor insight with the negative effect of multiple form fields. The lower your information requirement, the greater the submission rates of your landing pages.