Have you ever started filling out an online form and found yourself giving up halfway through? Maybe you felt the form wasn’t really worth your time. That’s how your visitors can feel if they face a complicated form on your website.
Forms are the gateway that turns a curious website visitor into a lead. A visitor can request a quote with just a few fields and a click of a submit button.
Yet, if website forms aren’t properly implemented or optimised, they can quickly turn a visitor away. Your website could be turning away potential customers right now.
Thankfully, making a few small changes to your forms can significantly improve conversion rates.
These days, many business owners are focused on driving more traffic to their websites. The search for new customers is neverending (and costly). But did you know that optimising your existing forms often delivers a much higher return on investment?
Let’s run through some practical fixes you can make to your website forms. There’s no jargon, and you don’t need technical expertise to start capturing more leads from your site.
Here are some thought points to get you started:
1. Cut the Number of Fields
Ask only for information you absolutely need from your visitors. The more fields your form includes, the greater the chance of a visitor abandoning it. Review your existing forms and try cutting unnecessary fields wherever possible. Streamline your data collection to the essentials.
2. Add Clear Instructions
Adding instructions to your form can help visitors easily understand exactly what you need from them. When asking for complex information or specific data from a visitor, use instructions to tell them precisely what you need to provide a quote or assistance. Clarity is key.
3. Include a Privacy Notice
Visitors are reluctant to share their personal information online. Ensure your forms include privacy notices to inform people how you’ll use any data they share. Don’t forget to link your privacy notice to your privacy policy so visitors can read further if interested. Building trust starts with transparency.
4. Action-Orientated Submit Buttons
If you’re using generic “Submit” text on your forms, consider replacing it with action-orientated text. You can use action phrases such as “Get My Free Quote” or “Register My Interest” to be more engaging to visitors. Make that final click compelling.
5. Use Social Proof
Social proof such as testimonials, accreditations, and trust badges helps visitors see that your business is genuine. Add social proof elements near your forms to reduce visitor anxiety and build trust. Let your satisfied customers speak for you.
6. Inline Validation
Inline validation allows you to display real-time feedback confirming users have completed form fields correctly. This helps to reduce frustration and abandonment. If an error is spotted, inline validation will highlight it immediately, encouraging users to fix it before submitting the form. Instant feedback keeps users on track.
7. Add Progress Indicators
Adding progress indicators to longer forms can help users understand exactly where they are in the process (e.g. “Step 3 of 4”). Progress indicators reduce abandonment as they set clear expectations about the time commitment required for a form. Setting expectations reduces anxiety.
8. Test on Mobile Devices
Ensure you test your website forms on mobile devices and laptop / desktop computers. Many people use their mobile to browse online. If your forms are difficult to use on mobile devices, users will quickly abandon them. Mobile-friendliness is non-negotiable.
Ready to Optimise Your Forms?
If you’re a busy business owner and want to ensure your website forms are working hard to capture leads, we can help. Contact us today for a free consultation and let’s discuss how we can optimise your forms for maximum conversion.
