4 quick tips to optimize your conversion forms for better leads
It's going to be really hard to capture high-quality leads from your website without conversion forms. And by understanding the elements of a well optimised conversion path, you would realise that forms work best when placed on page with an offer or opportunity which visitors simply can't forget. What happens when your conversion rate is still suffering though? What if you have attempted to optimize the your website CTA’s and page headlines, but discover that visitors are still not converting? Perhaps you have failed to give your conversion forms the attention they need.
Over time I’ve noticed that the most obvious opportunities for optimizing your forms are often overlooked. Ultimate, your form is the centre of your lead conversion. And without these forms, lead generation simply doesn't happen.
The next few points might help ensure you are doing everything you can to optimize your website conversions.
1) Getting your forms above the fold
I’ve probably mentioned this one before in previous blogs, but your forms where possible, should be above the fold. Effectively this means that your visitors should not have to scroll down the page to see the form. It’s that simple. If you fail to do this, the visitor may be unsure as to what the next step you would like them to take is.
2) Make your form a call-to-action
Encourage visitors to take the final step and complete that form by including a call-to-action directly above the form. If you're unsure what to say in this space, here are some generic examples:
- Get your free [OFFER]
- Sign up for [OFFER]
- Register for [EVENT]
- Yes, I want this [OFFER]
- Download the [OFFER]
- Claim your [OFFER]
- Save your seat at [EVENT]
3) Including the right number of fields.
Typically the advice you will receive on form length is often to keep them short. If your forms are too long, you may prevent people from committing the time to filling out all necessary details. However a shorter form might also decrease the perceived value of the offer. It really all depends on the scenario and type of conversion on page. Keep in mind you might not want a high number of leads if your sales team typically receives low-quality leads, so adding mandatory fields with validation is also essential at times.
The length of your form will depend on a couple things. However this is where asking additional questions to qualify enquiries may be beneficial.
4) Your submit button should say something other than "submit."
It’s important to understand that your form submit button is more than just a button as it really stands as a final opportunity to convince your visitors that they should fill out the requested fields. By simply labelling this button as "submit", you are missing the opportunity to talk to your user. Therefore the copy should be customized in line with the offer or suggestion being made.
For example:
- Download this e-book
- Sign me up for a demo
- Show me this presentation
- Claim your coupon
- Save your seat
They are just a few examples but are all much better converting calls-to-action than "submit."
