Saturday, June 3

Marketers spend many hours trying to generate leads, shape engaging strategies and convert users. A fair amount of research and time is invested in creating forms that can boost conversion rate. 

Form conversion takes place when a visitor submits a form on your website, irrespective of the purpose the form serves.  Every form is different and serves a specific purpose, but plays an important part in building leads during initial stages. A good conversion rate is generally between 2%-5% , but only 22% companies are satisfied with the conversion they achieve. This creates a problem that is maybe caused by the lack of certain practices in your form–


  • Focusing on the Submit Button:


Many times visitors try to submit the form but are still not able to get through. Making your conversion rate drop down. Search through your form analytics with questions regarding error messages that appeared after submission, how many times did they return to make corrections etc. 


  • Provide the Subscriber a Direction and No Distractions:


The time a user reaches a form to fill it, they are already ready to make the purchase. Don’t put unnecessary distractions in their way by adding other links or by creating visual noise. Make the form clean, simple and decluttered.  


  • Use Helpful Error Messages:


Error messages should act more like a guide for a user than a cause of utter frustration and disappointment. Make the error messages stand out from the rest of the form and give users a solution to solve it. Remember to display them next to the field and rather than trying to solve an error, avoid making it happen. 


  • Avoid Drop Downs:


A drop down list is the biggest cause of annoyance for the mobile users. Nobody wants to endlessly scroll down long lists to find an answer. Think twice before using one and use available alternatives if you can.


  • Incorporate Social Proof:


It is the best way to push customers to make them commit to the decision. Social proof will demonstrate how the purchase is beneficial and is certainly not a waste of money. As humans, customers tend to trust fellow customers and follow their lead. You can use testimonials, customer reviews, or industry awards, the motive is to prove you have served the best. In many cases, there was a 400% improvement through social proof.


  • Integrate Progress Bars:


Users often have anxiety related to the length of the form. A progress indicator causes a strong psychological boost in your conversion rate. A progress bar should allow a user to skip back to a previous step. Most important advice is to make it accurate and show only the real progress they have made. 


  • Easy Start:


Human beings are scared easily of complex and detailed beginnings. We, as humans, are wired to finish what we have started. If they wonder about even starting to fill the form, then the probability is that you’ll have a low conversion. Start by asking just their email and then move forward slowly and gradually.  


  • Multiple User Inputs:


Accepting only a single input creates unrequired friction and abandonment of forms. Often numbers need removal of an additional “0” from them and card details get rejected because a user used spaces. Accept the input in multiple forms and do the formatting at the backend.  


  • Use Microcopy:


Microcopy clarifies the requirement of the information a user is providing through the form. It enables them to get through confusion by making it crystal clear the exact information that is needed. There’s a difference between “Current Address”, “Home Address”, “Delivery Address”, and microcopy clarifies such differences. 


  • Use Inline Validation:


It is a powerful tool when it comes to form conversion. Inline validation basically is telling the user right away when they make a mistake, freeing them of later hassle. Clearly state that the answer is unacceptable and you’ll have a much happier customer. This way, there’s a 22% decrease in errors made and 42% increase in user satisfaction.

These were a few practices you should put to use to increase your lead generation and eventually boost conversion. The key is to test different things out in your own form and see what works the best. Simply asking for information is certainly not enough; you have to make the form experience as smooth and as effortless as possible. 

Also Read: Best Practices for a User-Friendly Contact Page

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