Anyone who owns their own website knows that online forms are a crucial part of capturing leads. They are the staple of almost every website, whether they’re placed on the homepage or contact page. They provide an instantaneous communication channel between motivated users and your brand.
However, if your form conversion rate isn’t where you want it to be, it might be time to make some tweaks. In this blog, we share three simple yet effective ways to boost your form conversion rate so you can maximise the potential of your online forms and drive more conversions. First, let’s take a quick look at why online forms are so beneficial for websites.
What are the benefits of online forms?
Firstly, online forms are extremely versatile and can be placed in various places on your website. For example, you can place them on your homepage, your contact page, service or product pages, or your team page. Wherever you choose, they provide users with immediacy and access to information.
A great use case would be if you own a mortgage company and users want to estimate what their repayments will be. Adding a form with a built-in calculator is a useful way to provide instant results and capture contact details for motivated users.
Another benefit of online forms is that they provide an easy way for your brand to collect information about your audience such as name, contact information, and preferences. This data will enable you to get a better understanding of your customers and allow you to tailor your products or services and marketing efforts to meet their needs.
Finally, online forms are one of the primary tools for lead generation and engagement, and these metrics can be easily measured as you can track the number of people who have contacted you through your forms.
3 ways to improve your online form conversion rate
If you’ve noticed that your online form conversion rate has dipped, or you’re simply looking for some web form optimisation tips, here are three simple ways you can increase your form submissions on your site.
Make your form visible
This may sound obvious, but placing your online forms in the eye line of the user, or above the fold, when they visit your site is a great way to increase engagement and drive more traffic to use a form. In content hierarchy, content above the fold is your most valuable, as this is where users spend most of their time.
If possible, ensure your online forms are above the fold and place the less important information like image galleries further down the page. This way you’ll have an instant call-to-action (CTA) that can be seen by visitors in a matter of seconds. It goes without saying to make your forms stand out with contrasting colours and bold fonts. You could also consider using sticky headers to your web pages to keep your online form in view as users scroll down the page.
Combine online forms with CTAs
CTAs bring about action in a user and when users land on your website, you want them to easily understand what action you want them to take next. That’s why you should strategically place your CTAs within your online forms so you can guide your users on your desired path and encourage them to complete your form.
You can also do this in your forms intro text so you can explain what the form is, what it does, and the buttons your users have to click to complete the form. This is also a great opportunity to emphasise the urgency of completing the form. For example you could include phrases such as ‘Don’t Delay, Sign Up Now’, ‘Get an Instant Quote’ or ‘Download your Free Guide Now’.
To really make your forms stand out, you could mix up your CTA button text to something like ‘Start Your Adventure’ or ‘Find My Dream Home’. Whatever your industry or service, there is often a need that users want to be addressed. You can tap into this with your CTAs, making it a great opportunity to increase your form conversion rate.
Keep your online form clear and concise
Keeping your online forms clear and concise is key to encouraging submissions. When a user reaches your form, the last thing you want is to confuse them with lengthy questions or unnecessary information, and you certainly don’t want to instruct them to go to another page.
Instead you want to make sure your online form has a clean layout with clear instructions. You also want to ensure that you’re only collecting the data you need and keep the amount of fields they need to fill out to a minimum. When you simplify the actual form-filling process, you can enhance user experience and increase the likelihood of users submitting the form successfully.
Speak to our experts for your web form optimisation
These are just some of the many ways you can increase your form conversion rate. If you implement these tactics to your online forms today, you can be sure you’re on the right path to driving more conversions for your brand.
If you’d like to learn more ways you can boost your form conversion rate, get in touch with us today. Our multi-disciplined team of digital, design, and development experts can help optimise your site for success and streamline your online forms for conversions.