Between subscription sign-ups, logins, surveys, general inquiries, event registrations, and checkouts, we encounter website forms constantly. The difference between a clunky, glitchy form and a smooth, simple web form can determine if a visitor contacts your business or not.
As a Web Designer at KWSM, I focus on the headlines, images, and graphic elements on a web page to make sure the path for the visitor is clear and concise, but a beautiful web page can not live up to its full potential if the contact form does not convert. Optimizing forms with user experience best practices in mind is essential for improving contact form conversion.
12 Ways to Improve Contact Form Conversion
1. Minimize form fields
As your contact form gets longer, the chances someone will fill it out get lower. Contact forms should be quick and easy for a website visitor to fill out so there are fewer barriers between them and what you want them to do. Only ask for information that is essential.
2. Hide extra fields with steps or conditional formatting
If your form has to be longer, dividing the form into sections by topic can make the form feel more manageable to a visitor. You can also configure some fields to only display if other selections have been made. This way, only the necessary fields are showing rather than all options cluttering up the form space.
3. Move the form above the fold on landing pages
If a contact form is buried at the end of a long landing page, visitors are less likely to find it. Contact forms placed above the fold tend to see higher conversion rates since the form is in the visitor’s line of sight within the first few seconds of landing on the page.
4. Use two columns to make your form shorter
Forms with two columns tend to convert better since the form takes up less vertical space on a web page, creating the impression it will take less time to complete. For example: instead of having “First Name” and “Last Name” on different lines, consider setting them side by side. This will also help when trying to keep the majority of the form above the fold.
5. Avoid asking for phone numbers
No one likes handing over their phone number on a web form. Forms requiring a phone number are more likely to be abandoned than forms that merely ask for an email address. If the phone number must be an included field, try to at least make it optional whenever possible.
6. Captchas tend to get in the way
We do not want to make our website visitors jump through the hoops of math equations and image selections just to submit a contact form. While using captchas can be a good way to avoid spam, it can also be a quick way to frustrate a visitor so that they leave without filling out any forms. Consider using different anti-spam tactics so the contact form is as seamless as possible.
7. Make questions conversational
Forms with a more conversational style tend to convert better than forms with generic labels or cold prompts. People are more likely to engage with a contact form if they are convinced that their information is going to a human. For example: “What’s your style?” would work as a better headline than “Select frame.”
8. Change the default “Submit” button
In addition to making the form labels more engaging, changing the button text can go a long way on a contact form as well. Using first person in particular vs second person on calls to action can create a significant improvement for form conversions.
Example: “Send Me the Guide” vs. “Submit”
9. Provide multiple choice options
It is easier for a visitor to click than to type. Providing multiple choice options on contact forms with many fields can be a great way to encourage visitors to fill out the entire form since selecting those options is faster than typing out answers. This method can be particularly useful with survey related questions as well.
10. Display social proof and added value near your form
Vague forms won’t be filled out as often as forms that are clear for a visitor. They should know exactly why they should fill out this form and what they get in return for their information. Seeing a bullet point list or influential statement next to the form detailing what they get after they send the form off can increase the likelihood of conversion.
Social Proof Example: “Over two thousand other users have already downloaded our eBook.”
Added Value Example: “Get 100 digital marketing tips straight to your inbox.”
11. Customize your Thank You page
After someone has submitted a contact form, the next screen they see should reassure them that their information was received rather than lost in the internet void. A custom “Thank You” message can go a long way and simultaneously provide clarity about the next steps in the process. Some additional links like featured blog posts or additional resources can be other effective ways to keep the user engaged and informed.
12. Follow up in their inbox
Saving contact form submissions to a mailing list is essential to keep track of who has engaged with the contact forms on your website. Mailing lists also provide an easy way to reach out with an automated confirmation email and additional resource links. This can help the user feel more reassured that their information went to a real person on the other side of the screen and that they can expect a response of some kind in the near future.
Do you have questions about conversion rates on your website?
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