We all know that if you have lead gen forms, they are a significant bit of the conversion rate optimization puzzle, however for what reason does this piece regularly highly impact on CRO? Forms are normally near or tied to final conversion. Past this, they frequently play a role in guiding users through the conversion funnel. For instance, a form to sign up for a blog would be considered higher in the funnel than a form to sign up for a free trial of a product which is much lower in the funnel. So since you know how important forms can be to the conversion process, look at these three components I have found to be important for forms and where I begin searching for optimization opportunities.
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1. Call-to-Actions
CTA's are significant during any stage of the funnel, and this is no different for your forms. Most users aren’t willing to present their data for free; they are exchanging their personal information for something you are offering them. With this in mind, here are several of things to consider when looking at your call-to-action.
Utilize your CTA to recognize the next steps of the user journey. If you have various CTA's, for example, "Checkout" and "Keep Shopping" for eCommerce, guarantee there is a clear hierarchy to separate between the essential and secondary CTA’s. Users will be reminded to define the next steps on the journey and repeat why they are giving you their information and provide additional motivation for those customers who require additional reproof to finish the form.
- Have an obvious CTA. This may appear to be given but making the form seamless and thoughtless may remove possible areas of friction from the procedure. Making the CTA a big button that could be easier for users to find and click than having a text link that could be overlooked by users. This can be particularly significant for mobile users who are working with a smaller screen and have less control over what they are clicking.
2. Layout
The order in where you approach clients for data matters. Consider a form that you have recently filled in, firstly you were approached to round out your name and after that the information should continue, which can be considered more sensitive, such as phone number or email address.
- Ask for information in a way that will make sense and be familiar to users. It is a lot simpler to enter your name than your name than your credit card information, so asking for banking information first may cause users to hesitate to fill out the form. Users are additionally bound to proceed with the procedure once they have begun it so guarantee there is a logical flow to your form fields.
- Give some extra background information on why you need certain information when requesting something that could be considered sensitive. This may make some hesitation users feel when filling out a form
3. Help Text
Help text may not appear as though a significant region to focus on when optimizing forms but consider this: a user is filling out a form and inputs a piece of information incorrectly. The help text needs to guide the client to the zone where a mistake was made, quickly convey the mistake and effectively disclose how to fix the mix-up. If this is not done well a user may get frustrated and abandon the form altogether.
- Be specific with your help text to guarantee it is really useful.
Final Thoughts
Forms may not appear the spot that will have the greatest impact on your conversion rate optimization, however their nearness to the last conversion makes them a great place to begin when thinking about optimizations. Poor form experience can have a negative effect on your general client experience and may even push potential returning users away from your site altogether. If you still do not believe me, then look at this case study for a business school in which we optimize the client's form and their information increases the request rates by up to 46%.
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