5 Ways To Increase Your Form Field Conversion Rate

By Prashant Pandey on November 7, 2017

(Conversion Rate), (B2B Marketing)

fieldconversionrate_smartsocialbrand.png

Forms are generally that area where your target audience stops for a moment and thinks, “Is it necessary for me to hand over my information”? Now, lead generation forms come with a number of components, all of which is required to make the forms effective.
So how do you make your forms more efficient and improve their performance?

Here are five points with the help of which you can naturally increase your conversion rates and also avoid the agony of your customers who dread to fill the forms.

1. Forms should be placed above the fold

Engaged time of a customer usually is at its peak if it is above the fold of the page. So, placement of important elements such as forms, CTAs can help get maximum exposure to potential customers and help with lead capture. Placing the form above the fold yields better results as the placement instantly draws the visitors’ attention to your CTA, leading to greater conversion optimisation.


2. Fewer form fields can give a great conversion

“ Simple can be harder than complex” - Steve Jobs

Being simple gives better results. The same applies to your forms. When you put too many form fields, it distances you from your visitor, which automatically reduces conversion rate dramatically. The customer wants instant communication, and an additional form field can take them further away in completing the task.

You need to go through the form fields and remove fields which are non-critical. Ideally, you should limit your contact form to four fields, which could help you increase form submissions by 160%. If a single form field is removed, you can increase conversion rate by 26% to 120%.

Dan Zarrella from Hubspot had researched contact forms of 40,000 of their customers and found conversion rate improves by almost half when the number of form fields are reduced from four fields to three.

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3. Minimise the friction in and around the form

Your lead generation form is at the heart of the landing page which should stand out. But if you put too many elements around the form, it will automatically lower conversion rates.

Keep the following things in mind when you design the form:

  • Keep a lot of white space around the form
  • Let some form fields be optional
  • Sync the surrounding text and image with the form

Form Field conversion_ssb.png

4. Be sure to have a strong call-to-action

The call to action should be strong and catchy, as it is the tipping point between conversions and bounce rates. Any step you take will either convert your visitors into potential customers or might send them away and increase your bounce rate. The CTA is the final step in your form. It’s the point of no return, and thus the point of hesitation for your visitors. Again, you want to make it compelling and pre-empt all lingering objections. There are a few things you can do.

Differentiate Your CTA
Make sure your users can easily identify your CTA. You want it to stand out so that it attracts attention and encourages clicks.

5. Don’t Submit to “Submit”

If you want more conversions never let your submit say “ Submit” The submit button should be the last opportunity for you convince the user to continue filling out the contact fields and to take the next action. Finally make sure the button is customised to reflect other things like “ Get the Information” “ Download this ebook” etc.

Call to action_ssb.png

When you reduce the forms friction it automatically means you improve the user experience and make their journey purposeful. Whether you are designing the form to stand out or optimising your form titles, the above strategies will help in reducing the friction which makes your customer abandon forms.

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Prashant Pandey

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