Today we’re trying out something new with a guest blog post from Chad Reid at JotForm about a task most of us have and yet we all take for granted: setting up an online form of some sort. Here’s Chad with some help:
If you use a form to collect leads on your website, you might think your work is done once you’ve created the form. After all, it’s just a form. What kind of trouble could it possibly get into? But there’s so much more to it than that.
Although you probably don’t give your forms very much blame or credit for conversion rates, you should. Because making effective forms can be the difference between your business raking in loads of new business, or stopping prospects all together.
The great news is that quality forms don’t take much effort, just know-how.
Here are seven nuggets of wisdom to help your forms increase conversions:
1) Avoid standard “Submit” buttons.
We’re hard-wired to put “Submit” at the end of a form because that’s what we’ve seen time and time again. We think it must be the best way – but it’s not.
Instead use action words that are more descriptive to what the visitor is actually doing: “Request a quote”; “Download your brochure”; “Send me more information”, etc. It’s a change that only takes seconds.
2) Utilize the power of images.
There was a study at JotForm to measure the difference in conversion rates between forms with images versus without. The discovery was a whopping conversion rate increase of 80% for those with images. There are instances where it doesn’t make sense to include an image, and if you’re using a smaller form, it might not even fit. But using imagery can drastically improve the response rate of your form.
3) Include instructions if clarity is needed.
Instructions have also been shown to provide a big boost to conversion rates. Shorter lead collection forms might not require the same level of instruction, but longer forms can especially benefit.
In Forms that Work: Designing Web Forms for Usability, the authors say you “should start by making sure that the instructions are in plain language: using words that the target users are familiar with, using simple sentences in the active voice, getting rid of big blocks of text.”
4) Keep it brief.
Length is a conversion killer when it comes to lead collection forms. Think about the information that you need, not the information you want. Because every form field increases the likelihood your lead will abandon your site altogether.
5) Consider overall aesthetics.
Web forms are not decoration. But that doesn’t mean they should be an eyesore either. Forms should match the look and feel of your website. At the very least, take 30 seconds to make sure the fonts and colors match your brand.
6) Don’t ignore mobile.
It’s 2016. You’ve heard this before. You’ll undoubtedly get traffic from handheld devices, so make sure the forms you’re using look terrific on them. Some form building software provides mobile forms by default, but it’s still important to test them since mobile has its own visual style.
7) Measure conversion rates with analytics tools.
Testing means everything with online forms. Use Google Analytics to see how many submissions you’re getting compared to your overall page traffic. Or a testing platform like Unbounce or a form builder with built-in analytics.
It doesn’t matter what you’re collecting information for; make sure you get the most mileage out of web forms. With a few helpful tweaks, they can turn into your business’s best asset for collecting leads, quotes, and critical information.
Do you work with online forms? Do you have any tips to share? Let us know!
Chad Reid is the director of communications at JotForm, a leading web form management platform, and a candidate to receive his MS in Communication.
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