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As boring as they are, however, you need forms. Forms are the connection between your prospective leads and your actual customers. Without a form to get them signed up, all you have is a page that doesn’t do anything for you. It’s easier said than done to create more compelling forms for conversion optimisation. Forms aren’t the sexiest part of a site.
However, there are quite a few ways you can optimise forms for conversions. Check out these 8 easy ways to get your forms right – and get your conversions up.
Reduce the Number of Form Fields as Much as Possible.
Do you like filling out forms? None of us do. Of course, we have to if we want something else more. Make your form easier for leads to get what they want (i.e. your product or service). Limit the form fields to only what you need to get from your leads right now. The rest of the details can be completed later – after the conversion is done.
Beyond location, this may very well be the most important change you can make to your form. In fact, shorter forms can boost conversions by up to 50%.
Include a Strong, Straightforward CTA for the Submit Button.
A Submit button shouldn’t literally read ‘Submit.’ The word ‘Submit’ is boring. Does it sound exciting to you to Submit anything to anywhere?
Turn your Submit Button into another opportunity to give a call-to-action to your leads. “Start My Trial Now,” “Click for Rush Processing,” and similar CTAs are way more effective.
Keep the Form Itself Above the Fold on Your Landing Page.
When your leads or prospective customers first navigate to your page, your page is on the clock. If you don’t give them something compelling now, off they go to a competitor’s site.
A simple, well designed form above the fold gives them not only a call to action, but a place where they can immediately respond to that call.
Keep Your Form an Attractive Part of Your Design.
Many web designers and online businesses view their forms like an ugly stepchild of their landing page. It just sits there like it’s been placed out of necessity.
While your form is a necessary conversion tool, it should never stand out like a sore thumb. Incorporate your form into your above-the-fold design. Make it look sexy while leading people to it through the rest of the page’s layout. Remember, it’s the full package that convinces leads to convert – not just a form or a CTA.
Many marketers tell you to assume your customers are, well, dumb. Do you really want to think of all your customers like idiots? If you do, knock that off right now.
One area where people are growing increasingly aware is privacy. If leads sniff out any sense that you’re not trustworthy, they won’t give you anything.
Secure User Data in Form Signups with SSL.
Even less tech-aware leads are now focusing on security as part of their consumerism. Even if they don’t do it directly, their security software suite will tell them when something is wrong.
If you have a plain http landing page where users sign up, that data is not secure. Make sure to secure that page on the SSL (https) to put users at ease when they enter their sensitive data.
Highlight Which Field the User is Entering Data.
This one sounds straightforward, but think about it. It’s incredibly aggravating to think you’re in one field when you’re entering another. Any speck of an annoyance during the process can turn away even a qualified lead.
Make sure your form highlights where you’re at. It can really help pick that conversion rate up on your landing page.
Clearly Identify What and Where Errors are Present in Form Submissions.
Finally, let your users know if there’s a problem when they sign up. You may not have lost them if they can quickly correct an error or a missing field. But if this isn’t clearly obvious, wave goodbye to those leads.
Getting Beyond the Form
You need to have dynamic and attractive forms to ever hope to bring those leads in and turn them into conversions. How are your forms achieving this goal for you?
Focus on understanding who your customer is to better target them — especially through your forms. Take some time to really recognize the persona of who may be using your product or service. This identification will allow you to better understand where you need to be focusing your efforts.
From there, use the right channel to better reach people who may be interesting in what you’re offering. That way, you’ll really convince your target demographic to take action. Follow this advice to boost your digital marketing strategy and conversion rate optimisation.
Without the forms doing their job effectively, you’ll never reach the next level in your overall conversion rate. You need to optimise your forms for conversions first. Then you can have it all.
Are your forms leaking conversions?