A lead capture page is a type of post-click landing page differentiated by an optimized lead capture form. This form allows you to collect leads for your respective offers and nurture them down your marketing funnel.
To be successful collecting leads, your capture pages need to have the right balance of “ask” and “reward.” The “ask” are the form fields you use, and the “reward” is the offer you’re promoting.
A lead capture page that asks visitors for irrelevant information to the offer is abandoned because a poorly-optimized lead capture form is one of the leading causes of post-click landing page friction. Ideally, your form should not ask for more than basic contact information on the user’s first interaction with your business.
For example, if you’re offering a more top-of-the-marketing-funnel resource such as a free ebook or webinar; your lead capture form should have no more than three form fields. Anything more and you risk scaring them away on your first interaction. You can create a more detailed form if you’re offering something such as a free trial or a product demonstration. The length of the form also depends on how far down your customers are in your funnel.