How are you gonna get your visitors to complete the whole thing? Are they gonna ditch out your form this time? How do you know if you’re even asking the right questions?
Building out your online forms doesn’t always have to be this agonizing.
With these simple tricks, you can try out a variety of ways to improve your online forms to increase your conversion rates.
We’ve teamed up with Formstack to bring you these six quick wins that you can try for yourself.
Curb Appeal – Focus on Form Appearance
Having aesthetic appeal is more than just being easy on the eyes. There can be advantages to creating your online forms by using strategic design principles.
When designing your online forms, choosing the right colors for the right places can play an important role in convincing your visitors to complete and convert.
Making your call-to-action (CTA) button stand out with a color that pops out from the rest of the page can make a significant difference. Here’s an example of a button color test that compared four colors:
Here’s an example of how HubSpot uses a smart form that autofills the online form with my contact info:
They completed the form for me
Deciding on where to place your form can also have an impact on your conversion rate success.
According to Confluent Forms, various studies have supported mixed conclusions about whether or not to include your most important content above or below the fold:
Content soon after the fold can sometimes have a higher view and click rate than content placed at the very top of the page
Users spend the vast majority of their time on-page above the fold
A large majority of web users scroll on a given page
A significant percentage of web users begin scrolling before a web page has even finished loading
Content on any part of the page can have a high click rate, that user experience keeps the visitor scrolling beyond the fold, and that the calls to action were more a determination of visibility than the position above/below the fold
Leadsquared also has a few more online form ideas. Testing out different form placement scenarios, and also across devices, can help you to find that sweet spot.
Solid Foundation – Consider Form Fields & Order
Using a multi step form can seem counterintuitive. Why would you make your visitors complete more steps?
The reason: Personal information and having a non-intrusive first impression is more important to your visitors than than form length. So put the easy-to-answer questions first, and the person contact info last.
Use the micro-conversion concept to get your visitors to answer easy questions in initial steps.
Increase the threat level as your visitors move through your form, saving the most intrusive fields, like name, phone and email, for the final step. Here’s an example:
Increases the threat level of questions on each step
By engaging your visitors first with a micro conversion (even if the initial form fields aren’t super necessary to qualify your visitors), you can get your visitors to start the engagement with a baby step and then build up to a more likely conversion.
Here’s an example from Advanced Grass, where they went from a one-step form to a two-stepper:
Their step 1 form included generic project questions
Saved their intrusive threatening form fields for last
Even though Advanced Grass used the same number of form fields as in their original form, by increasing the number of form steps they saw a 214% increase in conversion rate with the multi-step form.
Visitor Experience – Use Conditional Logic
Tailoring information and experiences to your visitors is ultimately the thing that’ll win over their conversions.
With conditional logic, you can ask next questions that are based on your visitor’s preceding answers. It’s an effective way to make your online form experience relevant to your visitor.
Here’s what Formstack’s conditional logic sample looks like:
If you answer yes to the puppy question, you’ll see a related question next
If you answer no, a different set of questions pop up – image source
Why ask a question that’s irrelevant when you can ask one that makes your visitor feel special and like you’re actually listening to them?
Conditional logic forms can also help you get to the answers you want and capture the information you need, by categorizing your visitors into different segments depending on their submitted answers.
You can further tailor your next messages to those answers that they provide, making your campaign copy even more relevant.
Interaction – Create an Effective CTA
Because your visitors come from varying places on the internet to arrive at your landing page, it’s important to address their different needs and test out different CTAs.
Not all CTAs should be treated equal.
Not only do your visitors originate from different URLs and searches but they also fall into different categories in the decision-making cycle, so test out various CTA offers and copy that speak to these different stages and conversion intent levels.
Try to match the conversion intent level with the conversion threat temperature:
Do your CTA conversion threat level match your visitor intent level?
Bonus tip: Visitors that come from display have colder temperatures and will likely convert with colder CTA temperatures. Visitors that come from search have higher intent levels and will react better to warmer CTA threat levels.
Here are some CTA ideas varied by their PPC origin and channel temperature:
Are your CTAs the right temperature?
Matching the right CTA threat level to your visitor’s conversion intent level can help ease your visitors into completing forms all the way through to conversion clicks.
Inspection – Conduct Form A/B Tests
The best way to optimize your forms is to test out each and every part.
Test out headlines, copy, length, colors, steps and fields to see which ones will get you the most conversions.
Here’s an example pulled from Behave of an A/B form test with various elements reworked in the variant vs. the original. The original version looks like this:
This version has a CTA button that says Submit and several form fields – image source
The reworked version has a different headline, CTA button and form fields:
The CTA button is updated to Get a Quote and pops in red – image source
The result? The second version with the benefit-driven headline and CTA had 368.5% more completed forms.
Turn this negative into a positive by capturing the information your visitor did leave and use that information to make it easier for their next try at completing.
With Formstack’s multi-step forms, you can create forms that allow users to save and resume. The is what a setup looks like in their dashboard:
Design save and resume forms to capture partially completed info – GIF source
If your visitor revisits your form, their captured and saved info will already be there making the form completion that much easier.
You can also gather data on where your forms are abandoned and find out where bottlenecks and friction points are in your form completion process.
Identify and fix those tricky spots on your partially completed forms and test out various elements that could improve your completion rates.
Creating a online form that’s juuust right doesn’t have to be a dreadful experience.
These five quick and easy tips can help you to optimize your online forms throughout the design process.
To see which forms perform best with the most completions, test out various elements and versions of each form.
As always, consider where your audiences comes from so you can tailor your experience to theirs. The more the two align, the more likely you’ll gain a new form completion and conversion (and potentially a new customer for life).
Please enter a valid URL (e.g. www.myhomepage.com)
Send my free proposal
We Get Results
Please look out for an email from us.
Whoops! problem here.
Terms of Service
This website is owned and maintained by KlientBoost, LLC. By using this website and KlientBoost, you are entering into this Agreement with KlientBoost, LLC and indicating that you agree to these terms of service. If you do not agree with these terms and conditions, please do not use this website. You can contact us if you have any questions..
1. No Guarantee of a Specific Result. Regardless of any perceived representation to the contrary, Agency in no way guarantees a specific result for Client. Client understands and agrees that they are paying the Agency as a service to generate results, but that results are never guaranteed. It is understood and agreed to that the Agency has no control over Google or other advertising platforms and if they decide to make changes to their advertising platform.
2. Non-Disparagement. The Parties agree not to disparage, slander, or defame, directly or indirectly, each other or its principals, agents, officers, owners, directors or employees whether during the Term or after termination of this Agreement. Further, this term shall apply, without limitation, to all forms of social media and online forums.Nothing herein shall prevent any Party from making any truthful statement in connection with any legal proceedings or with any investigation by any governmental authority.
3. Limitation of Liability. Agency warrants that the marketing services as outlined in the formal proposal will be provided in conformance with the terms of this Agreement, however, Agency does not make any other warranties, whether expressed or implied, whether regarding the performance of the services it provides. EXCEPT AS EXPRESSLY SET FORTH IN THIS PARAGRAPH: (a) AGENCY SHALL HAVE NO LIABILITY FOR ANY SERVICES PROVIDED, INCLUDING ANY LIABILITY FOR NEGLIGENCE; (b) AGENCY MAKES AND CLIENT RECEIVES NO WARRANTIES, EXPRESS, IMPLIED, STATUTORY OR IN ANY OTHER PROVISION OF THIS AGREEMENT OR ANY OTHER COMMUNICATION; AND (c) AGENCY SPECIFICALLY DISCLAIMS ANY WARRANTY OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. Subject to the foregoing and notwithstanding anything to the contrary elsewhere contained, in no event shall the maximum aggregate liability of the Agency in connection with this Agreement exceed the monthly fee paid by the Client in the three (3) months preceding the claim. IN NO EVENT SHALL AGENCY BE LIABLE FOR ANY INDIRECT, SPECIAL, CONSEQUENTIAL, INCIDENTAL OR EXEMPLARY DAMAGES OF ANY NATURE IN CONNECTION WITH THISAGREEMENT AND THE SERVICES PROVIDED HEREUNDER, INCLUDING, WITHOUT LIMITATION, DAMAGES FOR LOSS OF BUSINESS PROFITS, BUSINESS INTERRUPTION, BUSINESS INFORMATION OR DATA STORAGE, GOODWILL, COMPUTER FAILURE OR MALFUNCTION, OR ANY AND ALL OTHER COMMERCIAL DAMAGES OR LOSSES, ARISING OUT OF THE USE OR INABILITY TO USE THE SOFTWARE, EVEN IF AGENCY HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.
4. Force Majeure. Neither party shall be in default or otherwise liable for any delay in or failure of its performance under this Agreement if such delay or failure arises by any reasons beyond its reasonable control, including any act of God, any acts of the common enemy, the elements, earthquakes, floods, fires, epidemics, riots, failures or delay in transportation or communications or utilities, or any act or failure to act by the other party or such other party’s officers, employees, agents or contractors; provided, however, that lack of funds shall not be deemed to be a reason beyond a party’s reasonable control.
5. Default. In the event that Client fails to pay any fees or charges under this Agreement, Agency may immediately pause or continue this Agreement, among other available remedies, until the Client cures its default.
6. Governing Law. This Agreement shall be governed by the laws of the State of California without regard to any choice-of-law provisions.
7. Attorney’s Fees. In any litigation, arbitration or dispute arising under or relating to this Agreement, each Party shall be entitled to recover reasonable attorney’s fees and litigation costs.
8. Entire Agreement. This Agreement constitutes the entire agreement between the parties with respect to the subject matter addressed herein and supersedes all prior communications, agreements or understandings, written or oral, between the Parties. Any amendment to this Agreement must be in writing and signed by both Parties.
9. Severability. The provisions of this Agreement are severable, and if any provision of this Agreement is determined to be invalid or unenforceable under any controlling law, such invalidity or non-enforceability shall not in any way affect the validity or enforceability of the remaining provisions of this Agreement.
10. Assignment and Successors; Binding Effect. The rights and obligations of the Parties under this Agreement may not be assigned, transferred, pledged or otherwise encumbered without the prior written consent from the other Party in its sole discretion. Subject to the foregoing, this Agreement shall be binding upon and inure to the benefit of the parties hereto and there respective heirs, legal and personal representatives, successors and permitted assigns.
The Client agrees to be bound by the terms of this Agreement as set forth above and as of the Effective Date of when the kick off meeting between Client and Agency happens.
Contact Us Should you have any questions, then please contact us.