You’ve invested in building a great website and you’re looking to generate more leads. You feel like you’re doing everything right, but you’re just not getting the inbound leads you were hoping for. If your form fills are few and far between, have you considered optimizing the contact form itself?
If you’re looking for ways to improve your forms, our web developers have gathered their top five tips to improve user-experience and maximize contact form conversions.
1. Reduce your number of form fields
Avoid asking for too much information or too much of a user’s time to fill out a contact form. As the number of fields on a form increases, conversion rates decrease— reducing a form from 11 fields to four can result in a 120% conversion increase! Make sure the fields you include on your form are also useful to your lead generation efforts, and not just roadblocks to a user’s completion.
The fields you include on your contact form should be specific to your business needs. And don’t be afraid to compromise. While some more private fields, like a phone number, might lower your conversion rates overall, you might also find that by including this field, you gain more qualified leads or even see improved conversions. But don’t just go with the first idea. Be sure to continually test new fields until you discover which ones make the most sense for your website’s traffic.
2. Place your contact form in a prominent location
Location, location, location, it’s a cliche for a reason—because it works! Placing your forms in the most visible and convenient location ensures that your web users are able to reach out to you when it’s on their mind.
Include calls to action (CTAs) throughout your site to “Contact us” or “Get in touch” that link internally to your contact page. On certain pages, such as your homepage and individual blog posts, it may make sense to include the full form. Just make sure that if you do choose to include a form on a page other than your dedicated “contact” page, include it lower on the page. This way your visitors are receiving value from your website before you start asking them for their information.
If your contact form is short enough, you can include it in your website footer. To ensure a positive user experience (UX), you don’t want to lengthen your page too much. Having said that, a short form that includes name, email, and a message field shouldn’t have too much negative impact on UX and also ensures that your website visitors always have a way to get in touch with you. Just remember, your footer doesn’t take the place of a dedicated contact page, but rather acts as a quick supplement to give your visitors easy, consistent access to your form.
3. Mobile-friendliness is key
Mobile continues to be a hot-button conversation topic for marketers, and forms are no exception to mobile design needs. In fact, 45% of form data is submitted on a mobile device, reinforcing the need to make your forms mobile-friendly to maximize conversions.
The top mistake with mobile forms is that there are too many fields that are long or don’t display properly. When possible, use drop-downs rather than text fields or radio buttons, as they’re easier to complete on mobile. Keep your fields top-aligned rather than horizontally-aligned to make sure that they’re visible, and your field heights at a minimum to make sure that your form looks correct as the user fills it out.
4. Make it “pop” visually
While this is feedback any graphic designer dreads receiving, when it comes to contact forms there are specific tactics you can use to make sure your form stands out on the page. Encapsulation is key on your forms—this refers to placing your fields and buttons in a “capsule” of a different color or outline. Your buttons are one of the most important factors of your form, and should be clear and stand out. If your brand guidelines include an accent color, this is the place to use it.
In addition to prominent fields and buttons, the right creative and graphic design decisions can help your form stand out from the rest of your page. Your form should be surrounded by adequate white space, and shouldn’t be visually cluttered with images or patterned backgrounds. Resist the urge for excessively bold color or too many fonts—simple, neutral backgrounds with contrasting CTAs are best for performance on every device.
5. Have an effective call to action
Something as simple as your contact form’s button text can change your conversion rates. According to research from Unbounce, using “Submit” on your submit button can decrease your conversion rate by as much as 3%. Similarly, more authoritative, demanding CTAs like “Download” and “Register” saw poor conversion rates, while more informal CTAs such as “Go” and “Click Here” saw better performance.
While you definitely want your button text to effectively call your user to action, you don’t want to come across as demanding or unprofessional. Your CTA buttons should never contain more than 2-3 short words, but you can use this as an opportunity to show a little personality—if you’re looking for options, “Let’s Chat,” “Work with Us,” and “Let’s Get Started” are all great choices for a contact form button. Test a few different variations to see what works best for your business. You can also avoid CTA mistakes by having a copywriter develop your website copy ahead of time.
Wrapping up contact forms
Your contact forms are a critical website design element that helps support your lead generation efforts. Like all your web and digital marketing tactics, there’s no single formula to get results. Testing, tweaking, and optimization are critical to ensure the best performance. Want to ask our web design and marketing experts how to take your conversion rates to the next level? Give our contact form a try!