Every good website should have a purpose, and when we say purpose, we mean what it is you want your visitors to do.
For example, e-commerce sites want people to shop online, restaurant sites want to people to come in and order, and membership sites want people to fill out a form or subscribe to something. What is the purpose of your site?
Conversion refers to how effective your site is at doing what you want people to do. One of the most common ways to track conversion is through a form. So, let’s start with that.
Forms: The necessary evil of online conversion
Not many people enjoy filling out online forms, but they are the best way to get necessary information from potential clients. There are many ways to increase form conversion, and we’ll be going over the 5 biggest (and easiest) ways to do so.
1. Use Your Words
Word choice matters when creating forms, especially if you want them to convert. One of the best things you can do to give your form purpose is to use a title or an introductory sentence.
This can help create a thorough line between visitors understanding the why behind filling out a form, which will ultimately increase their chances of filling it out. Make every part of the form as simple as possible for the visitor. There should be no confusion as to what you want them to do!
2. How Many Is Too Many?
One of the biggest reasons people don’t fill out online forms is length. They are almost always too long.
You typically want your form to be between 3-5 fields long. The last thing people want to do online is fill out a lengthy, convoluted form. The whole reason people search online is to make their lives easier. Keep form fields simple and have them make sense for what your purpose is.
3. What’s Yo’ Number?
Another huge mistake many people make is requiring people to input their phone number. According to a study done in 2010, asking for a phone number can cause a drop conversion by about 6%.
Asking for a phone number implies that you’re going to be called. More often than not, people would much rather be contacted through email. However, we find it’s better to just ask what their preferred method of contact is. Let your visitors decide!
4. A/B Testing
There isn’t a set of questions to ask to always get great results on your online forms. Each field in the form should make sense and be unique to its purpose, although, it can be difficult to find out what those questions are. Finding the right questions for your form is definitely a trial and error process. A/B Testing is a great way to find out exactly what increases conversion and what doesn’t.
A/B Testing is essentially showing two different forms to the same amount of visitors to see which group has a higher conversion rate and finding out what caused it. Typically, you want to change one thing at a time to better understand what is causing the increase or decrease in conversion. Don’t be afraid to try things out!
5. Never Submit
Lastly, on your call to action, avoid use the word “Submit” on a form. It’s too generic and has such a negative connotation that it can deter people from filing out the form entirely. The form’s call to action should go along with the title. Studies have shown that “Click Here” and “Go” have the highest conversion rates. “Send” and “Send Email” also get great results.
The point is, the days of blindly throwing a contact form on a site and hoping to get responses is over. You need to really think about what you are putting out there in order to get the best out of your site. We hope that these five tips will help you craft better forms on your business’s site.