Every Digital Marketer aims for higher conversions. We all want more visitors. We want a higher percent of those visitors to sign up on our website and we want more of those registered users to buy our product/ services.
This article has a laser-focus on your contact forms and how they can help to improve your conversions. I’ve personally learned my lessons the hard way. So here is a list of what you can do to avoid the same mistakes.
1. Keep it Simple
It’s now a world of instant gratification. If your visitor doesn’t understand your form instantly then you are going to have extra drop-offs.
Don’t put fields in two columns. Keep the number of fields as low as possible. Do you really need the visitor’s last name or will just the first name work?
The size of the field should be in proportion to the size of the answer expected. Place it right on top where it’s hard to miss and add reminders in the lower sections too.
2. Call To Action (CTA)
You need to think about the size of a button, the color of the button, the contrasting color of the form and the button – Are you getting tired now? Don’t run away. You’ll be really pleased once those lead conversions come streaming in.
3. A Gobsmackingly Amazing Headline
If you use the same words as everyone else, then you won’t get noticed. Open up that dusty thesaurus and find power-packed adjectives to help you cut through the noise.
Oh and just like for the main headline, the text on the button is super important too.
4. Color & Design Effects
Forms with background transparency levels of 40-50% look elegant and professionally designed. It also helps the Field Labels to become more visible in case the form is set on top of a background banner image.
Rounded corners, elegant fonts and line-spacing are good ways to make sure your forms look professional.
You can choose whether you want the field labels outside or inside the field box. But, most important, go with standard labels so that the visitors don’t have any confusion understanding what you want.
Your data quality is important so make sure the user is entering form data in the correct format. For example, emails should be in the right format. Some people will try to sneak in a fake or temporary email address like @mailinator.com. You should be able to prevent that at the time of data entry.
Also make sure your developer doesn’t go extra enthusiastic on the validations. If the visitor gets too many error notifications, they’re likely to drop off.
7. Mobile Responsive
Most first-time visitors will probably discover your page or your website from their mobile. It’s important to have the contact form to adapt to all screen sizes. Also, be aware that certain question types like Checkbox and Date-Pickers are tough to manage on small screens.
8. Re-assuring Sub-Heading
What’s the biggest worry for a visitor offering their contact information? “Will my personal data be safe?” So, it always helps to assure the visitor that their data will be secure and will not be sold for any purpose.
Or, another idea is to use the sub-heading to build a sense of urgency for the visitor. Get them to feel they’ll miss out if they don’t fill it in right away.
9. Don’t use Captcha
Captchas have gotten better over the years. But, research still shows a drop-off directly attributed to including a Captcha in your contact form.
You can get the same desired results by using techniques like Honeypot but I’ve also found very cost effective plugins like CleanTalk do a really good job of keeping spammers and bots out of your app or website.
10. Image Support
The rest of the landing page or web page should support the visual hierarchy in a way that the contact form is highlighted.
Sometimes you see the hero shot or the main banner has a person looking in the direction of the contact form. Pretty surprising – but it works!
11. Always be Testing
Once the contact form is published, you should try tweaking the headline and CTA to measure results. You will see many tools for A/B Testing – make the most of them and maximize your results.
12. <Bonus!> Integrations
This point isn’t strictly about just the contact form. But, I wanted to mention that a contact form in isolation is pretty useless. If you need to manually follow up on each lead from a spreadsheet, then you’re missing out on the beauty of marketing automation.
Contact forms should be integrated with CRM, Email or Marketing Automation platforms. It helps you to set-up autoresponders which will automate immediate messaging. Or, you can even plan for a series of onboarding emails.
Getting your customer’s contact is just the beginning. It’s important to begin the nurturing now – that’s where the integrations are important.
It’s not too hard. Most platforms offer a drag and drop builder and allow you to easily integrate their contact form with a simple embed code.
Before you go,
Once you’ve put these best practices in place, you can now start thinking of advanced techniques such as multi-step forms, progressive profiling and pre-filled fields. All the best with improving your contact form conversions.