How to Optimize Conversion Forms for Maximum Return
Very few aspects of online lead generation have evolved as dramatically as conversion forms. From the strategic approach to the technology, modern conversion forms are drastically different than they were in the early 2000s. Sadly, many marketers and brands don’t know this and seem to rely on archaic approaches that produce very few leads and offer minimal value.
4 Tips for Maximizing the Value of Conversion Forms
If you want to develop conversion forms that are lightweight and effective, then you need to look to your peers to see how successful brands are maximizing their lead generation efforts.
Here are some tips you’ll glean from them:
1. Limit the Number of Fields
The first tip is to limit the number of fields. When it comes to conversion forms, less is always more. This has been proven time and time again through various studies and real world examples.
According to one study in which an 11-field conversion form was replaced with a much shorter 4-field version, there was a 160 percent increase in submissions and a 120 percent increase in actual conversions. In another study, a 5-field form significantly outperformed a 9-field form by approximately 34 percent.
The reason behind this fact is that people get overwhelmed when asked for too much information. They subconsciously estimate how long it will take them to fill the form out and whether or not they want to provide so much personal information. Ultimately, if the form is too long, most will hit the back button and forget about it – even if they’re interested in the product offering.
Here’s an example of a conversion form from Kissmetrics that is far too long. It includes eight fields – all of which are required. Now compare it to this simple form from a presidential hopeful’s campaign website with four fields. Notice the difference?
2. Place at the Top of the Page
The second tip is to make sure your conversion forms are placed in a visible location on the page. This typically means at the very top of the page. While putting the form at the bottom may seem like the logical place in terms of pushing visitors through a funnel – the reality is that most won’t make it to the bottom. Here’s an example of good placement in the top right hand side of a landing page for Orion College’s business administration degree. Not only is it one of the first things you see, but the fact that it’s in the sidebar allows it to stand out much more.
3. Provide a Reason to Believe
A well-designed conversion form only works if it’s powered by an effective message. In other words, you need to tell visitors why they should give you their information. In many cases, this is very straightforward. Examples of reasons to believe include: saving money, getting something free, obtaining access to exclusive content, or improving a situation. Try incorporating these “reasons to believe” into the submission button on your conversion form for best results.
4. Never Stop Tweaking
The most successful conversion forms are typically the ones that are most optimized. In order to understand what does and does not work, you must be willing to play around with different options and tweak various elements from time to time. This will tell you a lot about how your users interact with your content.
Maximize Leads Starting Today
By no means is collecting leads easy. There are a number of interconnected parts in play. This includes a traffic generation strategy, landing page optimization, clear call to action, and stellar conversion form. While the conversion form is only one component, it’s an important one that can’t be overlooked. Keep the aforementioned tips in mind and make sure you’re maximizing leads by focusing on the right elements.