Make Form Fills Go Through the Roof with these Conversion Smackdown Tips

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In a previous post, we discussed the Conversion Smackdown webinar's salient points on when forms are better than phone numbers, and vice versa. There's quite a bit more than just the context in which forms perform best, though. SiteTuners CEO Tim Ash shared tips on making forms better. 

Minimize the Number of Form Fields

There's no magic number that each additional field decreases conversion by because the tasks are different, but there is a level of tolerance that you do have to find. At some point, after adding one more field, the bounce rate will spike - part of your job is to find that number and keep your forms away from it.

The key, though, is making the form less invasive. Ask only for information that's absolutely necessary to complete the transaction. For example, getting the street address or phone number for an e-book download is the wrong way to go.

Surround Forms with Trust

This means slathering your forms with trust seals and client logos, especially if you’re a B2B company.  Sometimes with trust, more is more. However, it also depends on where the logos are. If they’re just there for supporting information, then you might need to gray them out. 

Don’t Rely on the Phone Number in the Header

If the phone call is the call-to-action, then make sure the phone number is also found in the body of the page. The phone number is typically placed at the upper right hand corner, but visitors don’t look at the header of the page once they start interacting with the content. They only go back to the header for navigation or other search methods, or contact information if they can't find what they need. 

In an episode of Landing Page Optimization, LogMyCalls CEO Jason Wells mentioned that putting something similar to “"Fill out the form or talk to our knowledge expert now" will result to a 30-50% lift in the number of calls.  

Experiment with Staging and Presentation

This includes the following:

1. Labels and language- make sure your field labels are easy to understand.
2. Field order and grouping
3. Number of screens
4. Lightbox pop-over sequences vs. pages

The main thing about designing a form is keeping it short and simple. There’s an argument that if you want qualified leads, you make them jump through hoops. If you’re getting crappy traffic source, a lot of affiliate e-mail, and you want to screen people out, then putting a couple of extra form fields helps. After all, if they can’t be bothered to fill out a form properly, then they’re not probably a prospect. In general, though, strip the form. The only optional field that should be in your form is the comments field, in case visitors need clarification. 

Watch the FREE Conversion Smackdown webinar.