Are you looking for ways to generate more leads from your business website? Want to optimise your website forms to generate more submissions?

Formstack share their website form optimisation tips in this infographic.

Here’s a quick summary:

• Capture more info without sacrificing leads
• Remember your forms attention grabbers
• Give options to your mobile users
• Don’t forget the value of A/B testing

Check out the infographic for more detail.

 

In the world of online marketing and lead generation, website forms are the unsung heroes. They are the gateways to valuable user information, the first point of contact between your website visitors and your business. Whether it’s a contact form, a newsletter signup, a registration form, or a checkout page, optimizing your website forms can significantly impact your conversion rates and ultimately, your bottom line. In this blog post, we’ll explore four essential steps to increase form submissions on your website.

Step 1: Simplify and Streamline

The first rule of website form optimization is to keep it simple. Users don’t have the patience or the inclination to fill out long, complicated forms. The more fields you have, the less likely people are to complete them. So, your first step is to simplify and streamline your forms.

1.1. Prioritize Essential Information

Start by identifying the essential information you need from users. For instance, if you’re running an e-commerce site, you might need their name, email address, shipping address, and payment details. Anything beyond that should be carefully considered. Each additional field adds friction to the process and may discourage users from completing the form.

1.2. Use Smart Defaults

To make form-filling even more effortless, use smart defaults. For example, if you’re asking for the user’s country, you can pre-select the most common option based on their IP address. Likewise, you can auto-fill the city and state fields based on the ZIP code they enter. These small conveniences can make a big difference in the user experience.

1.3. Implement Progress Indicators

If you do have longer forms, break them into smaller sections and use progress indicators to show users how far they’ve come and how much is left. This gives users a sense of control and makes the process feel less daunting.

1.4. Mobile Optimization

Don’t forget about mobile users. Ensure that your forms are fully responsive and easy to use on all devices. Mobile users should have the same seamless experience as desktop users.

Step 2: Build Trust

One of the major hurdles in getting users to submit their information is building trust. People are rightly concerned about their data privacy and the security of the information they provide. To boost trust and increase form submissions, you need to take a proactive approach.

2.1. Use Trust Seals and Certifications

Display trust seals and certifications prominently on your website, especially near your forms. These can include SSL certificates, privacy policy badges, and industry-specific certifications. These visual cues reassure users that their data will be handled securely.

2.2. Clearly Communicate Privacy Policies

Make sure your privacy policy is easily accessible and written in plain language. Explain how you use and protect user data. When users understand what will happen to their information, they are more likely to provide it.

2.3. Offer Guarantees

Consider offering guarantees related to data security and privacy. For example, you could promise not to share or sell user data or offer a money-back guarantee. These assurances can ease users’ concerns.

2.4. Social Proof

Showcase social proof on your website. This can include testimonials, reviews, or logos of well-known clients or partners. When users see that others have had a positive experience with your business, they are more likely to trust you.

Step 3: Optimize Form Design

The design of your forms plays a crucial role in user engagement and conversion rates. A well-designed form should be visually appealing, easy to understand, and user-friendly.

3.1. Clear Call-to-Action (CTA)

The call-to-action (CTA) button is the most critical element of your form. Make it stand out by using contrasting colors and clear, action-oriented text. Phrases like “Submit,” “Get Started,” or “Join Now” work well.

3.2. Visual Hierarchy

Use a clear visual hierarchy to guide users through the form. Group related fields together and use spacing, colors, and typography to make the form easy to scan. Labels should be placed above or next to the fields they describe.

3.3. Error Handling

Ensure that error messages are displayed clearly and help users correct any mistakes. Highlight the specific fields where errors occurred, and provide concise instructions on how to fix them.

3.4. Autofill and Autocomplete

Enable autofill and autocomplete features wherever possible. This can significantly reduce the effort required to complete the form, especially on mobile devices.

3.5. Mobile-Friendly Design

Remember that a significant portion of your users will access your website on mobile devices. Test your forms thoroughly on different mobile devices and ensure they are easy to use and navigate.

Step 4: A/B Testing and Continuous Improvement

The final step in optimizing website forms is to embrace a culture of continuous improvement. A/B testing is a powerful tool for optimizing forms and improving conversion rates.

4.1. A/B Testing

A/B testing involves creating two versions of a form with slight variations and then comparing their performance. For example, you could test different CTA button colors, form lengths, or field labels. Use A/B testing tools to measure which version performs better and iterate accordingly.

4.2. Analyze User Behavior

Use web analytics tools to track user behavior on your forms. Pay attention to metrics like abandonment rate, time spent on the form, and the number of fields users complete. Analyzing this data can help you identify pain points in the form-filling process.

4.3. Iterate and Optimize

Based on the insights gained from A/B testing and user behavior analysis, make iterative improvements to your forms. Gradually refine the design, content, and functionality to maximize submissions.

4.4. User Feedback

Don’t underestimate the value of direct user feedback. Consider adding a feedback option to your forms, asking users for their opinions on the form-filling process. Their insights can provide valuable guidance for optimization.

Conclusion

Optimizing website forms is a continuous process that requires attention to detail and a user-centric approach. By simplifying and streamlining your forms, building trust with users, perfecting form design, and embracing A/B testing and continuous improvement, you can significantly increase form submissions on your website. Remember that every small improvement can lead to more conversions and, ultimately, more business success. Start optimizing your website forms today, and watch your submission rates soar.