It's all about behavioral patterns. People who prefer to control the cursor with a keyboard tend to quickly move from field to field of the lead form and do not read the placeholder of the next field until they place the cursor on it. At that point, the inscription disappears, leaving the user in the dark.
5. Text fields are often ignored
Eye-tracking research shows that people tend to focus on empty fields in a subscription form. Fields with a placeholder risk being ignored altogether. At a minimum, your customers will spend more time filling out the form. At worst, they will make a mistake and leave your page.
6. Some users may mistake the placeholder for a system default value and skip it.
When users see a field that is already filled in, they may think norway phone number data that this field does not need to be filled in. This leads to errors in filling in and a senseless waste of time and nerves.
7. Some placeholders do not disappear after hovering over them and have to be deleted manually
As paradoxical as it may sound, there are at least 2 types of placeholders that can cause significant harm to your conversion. The first type forces the visitor to delete the placeholder text manually. We all know that landing pages need to reduce the cognitive load on a person and minimize the number of clicks. The first type of placeholders ignores both of these provisions.
The second type of placeholder does not disappear or get deleted: it is darkened and fades into the background. The reason for the discomfort is obvious: typing one text over another is simply inconvenient.
Placeholder as an addition to the lead form field header
Using a placeholder and a field header together is a step in the right direction. The field header contains essential information and remains visible at all times, while the placeholder is ancillary information and disappears when the field is filled.
But even in this case, your users may encounter the same difficulties we described above.