There is a general conversion on a website or LP, but there is also the conversion of a certain element—call-to-action, article, title, etc. “Conversion” means the number of people who have taken specific steps on a web page – a call, subscription, leaving a contact, or even placing an order. Here you’ll learn everything you need to know about form conversion. In particular, you’ll find out how to increase your form conversion rate.
Form Conversion Rate: What It Is and Why It Exists
Form conversion rate is measured by the number of people who fill in a form with the requested information: name, email address, or phone number. It can never be 100%. A definite percentage of rejections always exists. In the case of e-commerce form, shipping prices or delivery terms could prevent the lead from completing the purchasing process. When it comes to opt-in forms, an invalid heading could be the reason.
It is necessary to determine and regularly measure the forms’ conversion rate to compare the predicted and real results. There are special marketing formulas for this purpose that allow you to measure the forms’ conversion to find its cost (CPA) and how to improve the form conversion rate.
How to Improve Form Conversion Rate: Nine Easy Steps
Traffic is the king, conversion is the queen, and the customer’s experience is the god. Only loyalty brings income and provides growth. That’s why the focus should be on the client’s experience. The main point is to make the best income from traffic but not waste time engaging more users.
The nine steps below will help you outsmart competitors and get users to fall in love with you. First, you should set up form conversion rate tracking
reveal the issues and choose the appropriate solutions.
1. Customized CTA
2. Choose a Device-Agnostic Approach
Choosing this approach requires website optimization for user experience regardless of the device used: mobile devices, voice search, IoT, VR, and AR. According to Econsultancy’s research, more than 95% of users note that a good experience is the main factor when visiting websites. Contact your audience and use Google Analytics to clarify the technologies you need to adapt to.
3. Use Multistage Forms
Multistage forms can turn the usual user action into an exciting adventure if the design is skillful and responsive. Visual steps break things down into small tasks and allow users to evaluate the progress. For example, the digital studio Venture Harbour managed to improve conversion by 300% by using multistage forms.
4. Offer Dialogue Engagement
One of the best ways to apply this technique is to use chatbots. They motivate users to stay on the website long and get rid of the need to hire staff for 24/7 support. They also save users’ time by redirecting them straight to the answers.
5. Remember about Autofill
Target audiences are diverse, but they all have something in common: they hate being bothered. Using this feature is simple. Just autofill the form’s fields with information the user filled in earlier.
6. Perfect Your Call-to-Action Button
Take into account the button’s size and location. Pay attention to the text—it should stress that the user’s action is going to be fast and simple. One Dutch company increased its conversion by 30% after it has changed the text from “Ask for the price list” to “Get the price list.” The color of the button is also important. That’s why you should test several variants to choose the best one.
7. Add a “Buy in One Click” Button
This technique is a must-do for all online stores. Make this form with just a few fields. For example, you can make only one field for the phone number to have a sales manager call and close the deal. Save your customers’ time, and they’ll give you their money more willingly.
9. Use A/B Tests
There is no universal software solution for businesses. Digital marketing is based on form conversion rate testing, comparing, and analyzing. A/B tests provide you with good information and real feedbacks for the solutions you’ve applied. Then you have the opportunity to cancel poor decisions and implement efficient ones.
How to Increase Form Conversion Rate
It is clear that every business demands customized solutions to become and stay among the leaders in its niche. However, the definite rules are versatile. Keep an eye on the latest marketing trends; study your audience, use analytics to select the appropriate tools and techniques, and test everything to get a clear indication of what is happening on your website.