Forms are obviously very important for the performance of a landing page. Although you should generally ask for as little information as possible to make the process fast and easy, high value offers (not white papers!) may perform better if there are more fields to fill in.
For the landing page itself, you should test:
The design and layout of the form, including whether you have labels beside or inside the fields, etc.
The individual fields in the form and which ones are actually required (although generally you should aim to minimise them)
Any changes to the fields required by geography
Any profiling questions that may be seen as too aggressive and can discourage form-fills
The visibility, clarity and text of the “Submit” button
And it doesn’t end there…
