February 01, 2017

Optimizing Your Web Forms for Increased Conversions

You invested a lot of time and effort into creating and building a website for your business, so let's be sure they are as effective as possible. For some businesses, the end goal is simple – generate more online sales. For others, such as medical practices or contractors who rely on appointment requests or quotes, generating new leads is vital to keeping their businesses operating. That’s not to say that leads are not important to eCommerce businesses as well, but service related industries are the ones who typically depend on a steady lead flow to keep them busy, which is why you should continue to re-evaluate the structure of the forms on your site. Here are a few things to consider when designing your web forms:

Above the fold


Always ensure that you’re contact form is ‘above the fold’ – meaning you shouldn’t have to scroll down the page to find it

Use a call to action

A call to action is what you want the user to ultimately do, whether it’s sign up for your newsletter, download an ebook, request a quote, etc., so try adding one to the headline to draw attention and make it clear what they’re signing up for.

Show which fields are required*

When filling out a web form, nothing is more annoying that trying to submit your information, but then being prompted to go back and fill in a required field. Tell users what is required along the way by simply using an asterisk, or another type of indicator.

Make the submit button say something beneficial

By the time a user is ready to submit their information, they’ve landed on a page relevant to what they’re interested in, they’ve read your call to action in the headline (if you’ve noted previous advice), and filled out all the proper information – submitting their info seems like a formality at this point, but it’s always a good idea to make the text in your ‘submit’ button state what they’re getting in return. Clicking on ‘submit’ as opposed to ‘claim your coupon’ isn’t quite as exciting.

Ensure privacy

Privacy is a big concern these days. Put your users at ease that their information will not be sold or compromised in any way.

Limit amount of form fields

Only ask for what you truly need. It would be great for every lead to tell you about their preferences, purchase behavior, and what interests them, but the longer the form, the more users you’ll lose in the process.

For longer forms, let user save progress and finish later

If your business requires detailed information, such as a medical practice, users will typically expect a longer form, but give users the ability to save their progress and come back later.

Be specific

Make sure you’re explicit about what the customer will receive in return for their information. We already mentioned the trust factor, so being vague about where this information will be used is not a good way to start off a relationship.

Make sure it is optimized for mobile

Mobile internet usage overtook desktop back in 2014 – that was 2 years ago; 20 in internet years. Having your web form optimized for a smaller screen should be a requirement.

Let us know if we can help you turn more website visitors into leads. Feel free to reach out to our marketing team at sem@edreamz.com.


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By: Brian Henning

Digital Marketing Strategist