To Get the Most Out of Your Site Traffic
Getting traffic to your website is the first step. Ultimately you want visitors to read your content and then convert into a sales lead (or a paying customer if you offer e-commerce on your website). This is where contact form optimization comes into play. In this post, I’ll share some ideas (and tools) to improve how your forms perform.
Are You Asking Too Much?
Too often forms are designed with the business in mind… not the end-user. Are you asking for too much too soon? Too many fields can negatively affect contact form optimization. Only ask for the information you really need to get things started with a prospect. We also suggest clearly indicating which fields are absolutely required. You may find that by simplifying your web form will improve your conversion rate.
The fewer fields the better. In the world of contact forms, less is definitely more.
Location, Location, Location
The location of form on your page is also an important factor in how it performs. Common practice now is to have your form appearing above the fold on a desktop web page. Depending on your form size, it can either be on the side of the page or in the center, if it’s the focus of the page.
A/B Testing for Contact Form Optimization
If you’re not happy with your website results — specifically how your contact forms are performing — then testing is in order. A/B testing is a way to try out various pieces of your form to see which element performs better. Contact form optimization testing could include:
- Button Copy – believe it or not, variations on the button copy can dramatically affect conversion. Keep copy short, sweet and action-oriented. According to Unbounce, using “submit” decreases the conversion rate by 3%!
- Form Length – studies have confirmed that shorter forms get more completions. With A/B testing you can find the optimal length for your web forms.
- Phone Number – not many people are willing to have someone call them. We recommend that this field either be eliminated or at least not required.
- Form Design – how you lay out your web form can impact how your audience interacts with it. Again, try different designs to find what gets the results you seek.
- Form Field Labels – asking for things like phone, address and age can seriously reduce the number of completed forms. Is there a field you absolutely, positively must have? Then get creative with the field label and test the text on your audience (e.g., phone number vs. best way to reach you). Lastly, left-aligned labels increase readability.
One final note about A/B testing. Test one thing at a time. Too many variables will give you muddled results. Experiment with one aspect of your contact form optimization. For example, testing out button copy? You can try three or four variations of that one field on your experiment. Just don’t test out multiple field variation within the same experiment. Make sense?
See What Your Visitors Do
A/B testing for contact form optimization is a great way to improve results. An alternative is using software that records visits. Don’t worry, I’m not referring to malware… software that records keystrokes like user ids, passwords, and credit card info. Rather, it’s a program that records the journey of a visitor – how they read a page, where they go next, etc. We recommend ClickTale not just because we’re affiliates but because of its great functionality and interface with Google Analytics.
Another thing to consider when creating your contact forms in GDPR. The European Union’s legislation essentially limits you to asking questions related to your product or service (for leads that come from Europe). So adding extra fields like eye color to your bank account application form would not be deemed acceptable. You can read more on our article about GDPR here.
Have you done contact form optimization for your website? If so, what lessons did you learn?
How can we help?
Need to attract more visitors to your website? Need to improve website performance (aka contact form conversions?
We are The Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.