How to Improve Conversion Rates on your Website’s Forms
We’ve all been there before. It can be very frustrating to devote time and resources to building a website form that yields disappointing results. But don’t give up yet, there are a few tips and tricks you can learn that will help improve conversion rates on the forms you create.
3 Tactics Proven to Improve Conversion Rates on Web Forms
1) Place Form Above-the-Fold
According to accepted web design best practices, a site’s most important elements should be placed above-the-fold. This is the part of a website page that is seen first before a reader scrolls down. Since information here is easy to see, it is the best spot to place a lead generation form. If you choose to move your form below-the-fold, you could see a marked decrease in engagement rate.
It’s also important to remember that today your potential customers may be viewing your website on many different types of devices. This can affect what is and what is not seen above-the-fold. Responsive or mobile friendly web design is a popular solution to format your content to adjust automatically to various screen sizes.
2) Include the Right Fields
One of the most effective ways to improve conversion rate is building a form that corresponds to your target audience. Although there is no exact formula for how many fields to include or which questions to ask, the amount of information you request of your potential customers should correspond to the value of what you are giving them in return. For example, an email newsletter form might only ask for name and email address, while a consultation request might ask for information like address or phone number.
5 tips to improve conversion rate of forms
- Increase field size
- Decrease the number of fields
- Don’t ask for non-essential information
- Avoid confusing fields
- Make forms easy to fill out
3) A/B Test your Forms
Once you have created a website form, you will need to test and revise it. It usually takes several tries to find the right formula for a highly converting form.
Your digital marketing performance will likely improve with A/B tests of the various elements on your forms. In A/B testing, you would publish two versions of a web page element to see which one performs better. For example, these tests could help you understand what is the optimal positioning of your form on your web page.
The goal of this research is to gain a better understanding of your visitors, how they behave and what makes them convert into leads.