9 Ways to Optimise Conversion Forms
Your forms are the center of your lead conversion efforts on your website – they are what allow you to capture high-quality leads. In fact, without forms, lead generation just doesn’t happen.
But lets face it, most forms are boring and no one really enjoy’s filling them out.
Therefore we need to use all our knowledge across user experience and conversion rate optimisation to ensure we push visitors down the conversion funnel:
1. Place Your Form Above the Fold
Your form should be above the fold on your landing page so the visitor doesn’t have to scroll down on the page in order to see it. Otherwise, the visitor may look at your website page and be unsure what the next step is, or how to obtain the promoted offer.
2. The Form Heading Should Describe its Purpose
The first part of your form the user reads is the header. Make sure this clearly and consisely describes the purpose of the form. Let them know what the result of completing the form is and encourage them to do it.
Include action words to create a call-to-action. It could say something like:
“Sign Up for Our Free eBook” or “Register for Our Content Marketing Webinar”
3. Include The Appropriate Number of Fields
If you want to increase form conversions, you must consider reducing the number of fields. Lots of form fields can decrease lead conversions because leads are turned off by the amount of information they are asked to provide. Do you really need people’s phone, fax or address? If you aren’t gonna ship them anything, people won’t be interested in sharing it. Only ask what’s relevant.
4. Make It Clear Which Fields are Required
If you’re still wary about how long your form is, determine which information is absolutely neccessary and which is just “nice to have”. Required fields are typically denoted with an asterisk (*). Optional fields will not have an asterisk. So make sure that on your forms, you clearly denote which fields are required and which are optional.
5. Use Progressive Profiling
With progressive profiling, when a visitor fills out a form on a website or landing page for the first time they are required to only answer a few form fields. Then each time they re-visit your site looking for more information they are willing to provide a little more information about themselves.
If your marketing automation platform recognises the user’s cookie, previously captured fields are replaced by new questions. As a result, visitors are they are not turned off by the amount of form fields they are forced to fill in. At the same time, you steadily gain deeper insights into their persona.
6. Pre-Populate Data You’ve Already Captured
For example, a prospect who has previously provided their name and email address will see that information pre-populated in fields on other forms.
This creates a better experience by saving recipients from having to re-enter the same information and reminds them that you’ve already established a relationship. You should also give visitors the option of editing their information.
7. Optimise Your Form Design
8. Don’t Say “Submit”
Your submit button is more than just a button – it’s the final touch point between your user and form submission. For best performance, make your text specific to whatever the offer may be.
Here are some examples:
- Sign me up for a demo
- Show me this presentation
- Save your seat
Those are all much more enticing calls-to-action than “submit.”
9. Show Social Proof
10. Don’t Be Picky
11. Communicate Errors Clearly
12. Ensure Your Visitors’ Privacy.
In general, a privacy line below the form will make you seem trustworthy and credible and help with overall conversions. Try something like “we respect your privacy” or “we do not provide information to third parties”.
To sum it up, your basic form is a huge opportunity for optimisation, even a few tiny tweaks can make a big difference in performance. Take the time and effort to test and find out what really works for your audience, for your industry and for specific campaigns.