Any business owner involved in digital marketing knows how crucial it is to attract new business leads; you are constantly stressing about the conversion rates and brainstorming ideas on how to increase them.
The most important yet neglected way to do this is creating a good contact form. Worry not! Here are a few well-researched and useful tips for building the perfect contact form which will land you better conversion rates than before.
Placing The Contact Form
First thing's first, the placement of the contact form is vital to convincing visitors to fill the form; putting your contact form on top of the fold allows visitors to immediately see it. Here's the trick; it also depends on your goal:
For demo request and sign up, it's best to place it on top of your page.
If you're aiming for lead generation, placing it at the bottom is ideal.
Depending on your page's layout, ask yourself which type of form works the best: full-width, sidebar or pop-up form?
Choosing The Correct Form Length
Research by Unbounce shows that the right amount of fields that land 20% conversion rates range from 3 to 5, having more than 5 fields drastically lowers down the conversion rates.
In this day and age, time is money; consumers will not spend minutes filling out forms like they used to. They want everything to be short and concise.
Choosing The Form Layout
As a good form creator, there are a few things you should be mindful of when you're designing your contact form.
Customers find it off-putting when contact forms require a lot of personal information. Studies show that just asking for phone numbers alone decrease the conversion rates by 48%. Most contact forms that drive conversions only ask for names and email addresses.
If you wish to require further information regarding your leads, you can always add optional fields! Having optional fields provides the audience the liberty to choose, and, it makes them feel in control.
You want to save your potential lead's time; provide hints about the field input so there is no chance for error. Put the field labels above the field, and align the size of the field with the expected text to be entered. Consumers find this extremely helpful!
Make sure your contact form loads instantly; even a 2-second delay can cost you valuable leads. Consumer waits for no one.
Choosing the right font size and style matters a lot! Stay consistent with the font style you have used through-out your landing page. Inconsistency means inefficiency; which makes you appear unprofessional and drives potential leads away!
Choosing The Right Form Button
The CTA button and the right words on it are of utmost importance. Most businesses ignore this crucial element and focus on the rest of the form more, but not you!
You want the consumer to feel welcomed; avoid using 'Submit' at all costs! Studies show the using 'Submit' has lesser conversion rates than the ones that use 'Go' or 'Join Us Now.'
As surprising as it may be, the color of your button also plays a huge role in attracting potential leads! Choose a color that stands out on the rest of your page, something that is eye-catching and attention-drawing.
Always use the first-person language. Using first-person language on the CTA button shows a 24% increase in the conversion rates than using second-person language.
Reassuring your visitors through a message next to your CTA button can also be helpful; studies show that 29% of the forms are abandoned by visitors due to fear of a security risk. Reassure your visitors with a warm text next to the CTA button.
Now that you have chosen the color, text, size, and placement of your CTA button and form, it's time to ask yourself this: why would anyone choose to fill your contact form? Are you offering them something other businesses aren't? A good way to encourage conversions, you should do what every good form builder does: offer your potential leads incentives in exchange for signing up. Here are a few things you can do:
Offer discounts. It's simple, and it could be in the form of anything; money discount, offering a free trial, vouchers, promotions, etc. Consumers love discounts; something is better than nothing, right?!
Provide social proof. Showing the visitor how popular you are is appealing to them; the bigger the community, the more they will want to be a part of it. Like most companies, you can add show the number of members or sign-ups you have worldwide. Most of the curious visitors always end up filling the form in the hope of being a part of something big.
Once you have decided your incentives, do not forget to add reminders of whatever you're offering on the contact form. It's a good way to give the visitor a slight push towards hitting that CTA button!
Making The Form Mobile Screen Friendly
In today's world, everything is done on smartphones, especially browsing the internet. Which is why it's incredibly critical to design your form and website to be mobile-friendly. Here's how you can do that:
Keep it clutter-free. Make your form as simple as possible, something that fits the whole screen and doesn't frustrate the visitor. It's better to not add too many details.
Make it touch-friendly. For the convenience of the visitors, make your CTA buttons bigger, and make the checkboxes easier to tap. A frustrated visitor unable to tap the checkboxes will abandon the form out of frustration, costing you a valuable consumer.
Don't use Captchas. Mobile users, when filling out a form online find it unnecessary to go through an extra step to enter an extra field. Businesses that do not use captchas have a significant 16% increase in their conversion rates.
If you're worried about fake sign-ups, worry not! You can weed out spam bots by asking for work email rather than the usual one.
Or, better yet, you can use the Honeypot technology. It adds an extra field on the form that is only visible to spambots, if you receive an answer to that field, you can choose to ignore that contact form response.
Building a good form is not the only thing a good digital marketer should aim for.
Following up on the contact form responses, and analyzing your conversion rates is of utmost importance.
Through constant testing and tracking the responses, you can improve your landing page and contact form.
There is nothing more important than this; after all, it is coming directly from your targeted audience.
You must pay close attention to the numbers and conduct data analysis, see what the consumer likes or dislikes, what needs to be changed or added. Monitor every sign-up, and then improve! Improve! Improve!
They are user-friendly and easy to access. Some come with pre-built templates and options to customize your form, the rest allow you to build your own from scratch.
Since you're the artist behind your masterpiece, it's your decision whichever software or form builder you want to use!
Lastly, every business is different. You know your business better; with the help of these basic tips, you can get started on building the perfect form for your business. If your business requires you to build a creative form, then get your creative juices flowing! This process depends on trial and error; you will not know what the audience likes unless you test it out first. So, don't be hesitant to be unique or artsy; you can always test your approach. After all, it's your business, and you and your consumers know best!