10 Tips to Improve Website Form Conversion Rates

Forms are an important part of your website. They make it easy for visitors to get in contact with you, of course, but they are also an essential part of your lead generation process. Therefore, you should spend time to ensure the forms on your website are as good as they can be.

Below are 10 tips to improve the forms on your website, particularly in relation to enhancing your conversion rate. You may need the help of a website designer in Auckland, but it will be worth going through these optimising steps.

If you are getting a new website designed, make sure you have the below elements in place from the start.

1. Put the Form in the Right Place

This applies to all forms, but it’s particularly important for lead generation forms. The best place to put them is above the fold, i.e. close to the top of the page so users on computers can see the form before they scroll.

2. Include a Compelling Call to Action

Tell your website users what you want them to do and give them a compelling reason for doing so. Examples include “book a free consultation” or “get your free customised analysis”.

3. Keep the Form Short

If your website form asks for lots of information, you will find that people will be unwilling to use it. So, only ask for what you absolutely need.

Also, make as many of the fields as you can optional.

4. Make the Form as Simple to Use as Possible

Practical tips for making your website forms easy to use include:

• Use colour contrasts to ensure the form is easy to read
• HTML5 input types make it easy for users to enter information like dates, so incorporate this structure in your forms
• Avoid using captchas if you can. They are frustrating for users and there are alternative methods for preventing spam.
• Add predefined options to applicable fields
• Ensure the user has to type as little as possible

5. Add Privacy Information

Give a brief explanation of your approach to privacy and include a link to your privacy policy. After all, you are asking website visitors for their personal information. You need to give them confidence you will respect their privacy and protect their data.

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6. Give Users a Clear Message Once their Form is Sent

There is nothing more frustrating than a website that gives you no information after you hit the submit button. Therefore, confirm the form has been successfully sent and explain to the user what happens next.

You should also give the user links to other information or parts of your website they might be interested in.

7. Make Sure the Form is Responsive

Ensure the form is usable on as many devices as possible. The most important devices are computers, mobile phones, and tablets.

8. For Long Forms, Use a Multi-Step Design

Sometimes long forms are necessary. They work best when using a multi-step format rather than putting all the fields on one page. Lots of form fields on a long page will look daunting, so walk users through the process using a stepped approach.

9. On Multi-Step Forms, Include a Progress Bar

Progress bars are a great tool for improving user experience.

10. Split Test to Optimise Results

Finally, split test elements of your form to see which delivers a better conversion rate. A split test involves changing one element on the form and testing it against the original. For example, you might change the call to action, or you might make a field optional that was previously required.

Forms can always be improved. Split testing will give you tangible information to work from.

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