It’s no news that forms are an integral part of basically every website, and we know how valuable they can be, that is why we are always trying to help our users to get the most out of online forms, thus gaining new business opportunities.
Last week, we gave some suggestions on how to make a great online form, however sometimes you create an apparently great online form but you don’t get as much results as you expected, and that is when you need to think about your conversion rate optimization. Today we will present you 3 tips that can increase your form’s conversion rate
1. Create your forms with your user in mind
It’s important to understand the experience that you want your user to have while interacting with your forms. Your online form is not designed to be everything to everyone, therefore you always should have in mind what you are offering to your clients and what is the benefit they will have by filling out your form. People are way more eager to fill in a form if it’s clear for them what they will get from it, so you need to remember that the headline of your form should state what is its value for the visitor.
The goal in conversion rate optimization is to increase motivation and decrease friction, that is why focusing on the needs of your customers can give you an edge over your competition. Ask yourself some questions like:
- Is quality (longer forms) or quantity (shorter forms) more important in this case?
- Do I have already this information from this visitor?
- Can I get this information from another source?
- The value of the information my visitors are being asked is equal to or less than the value I am going to provide to them?
Moreover, remind that you need to ask the customer only for relevant information. No matter what kind of form it is, make sure you break it down to the essential necessities. Instead of asking more questions, simply ask higher value questions.
2. Test your forms to see what works better for you
It’s important to notice that you can find many articles about conversion rate optimization, however you should keep in mind that nothing is an absolute truth, hence you need to run tests constantly to see what is the best for your forms in particular.
A good example is that most people assume that reducing form fields will necessarily increase the conversions, nonetheless sometimes if you remove fields that people actually want to interact with and only leave the ones they don’t really care about, you can have the reverse result and decrease your conversions.
Remember that “one size does not fit all”, so just because it works often, doesn’t mean it will work always. You can’t possibly know how many form fields you can cut without conducting conversion research and running your own tests.
Therefore, examine each form field to identify points of friction and then eliminate them. See where your visitors are dropping off and abandoning your form, check which fields your visitors interact the most and the least. Run an A/B test in your forms checking two variations of them and see which one gives you the best results. After you collect all this data you can design your forms accordingly and get higher conversion rates.
3. Provide help to your users along the way
The data you collect is important for your business needs, therefore it’s crucial that you articulate what you need and why you need it on your form, and sometimes the best way of doing it is providing help to your responders along the way, and if that avoiding people to abandon your form.
You can do it in several ways: with help texts, giving your users a hint of the format you expect with ghost texts, doing inline erroring and field validation. For this, remember that your users don’t want to be told about a mistake they made after they clicked the submit button, so make sure that these errors and validations appear right after the user finishes filling in the field.
The idea is simple: you need to make sure your visitors understand how to fill out your form and, in the rare event of a mistake, you need to make these errors very clear to them. In addition, tell to them what will be done with their information and why you’re asking for it.
Use this tips and you’ll be well on your way to increase your form conversion rates. You can constantly apply them while building your online forms and remember that there is always space for improvements. If you need more advice or if you have any questions do not hesitate to leave a comment.