Your website needs to generate leads for you, and a big part of generating those leads is through contact forms. Your contact form on your website is often the first access point to hearing from a new customer. Your contact form is where users go to directly connect with you.
When you have that form on your site, you want users filling it out. If you're getting lots of website traffic and no leads generated from your contact forms, you haven't been optimizing them properly.
Here are some ways we optimize forms to increase your conversion rates.
In the digital world, online users are looking for speed and simplicity, and your online marketing needs to cater to that. Having a form that asks for too much information in too many fields will reduce the number of conversions you get on your site. Generally speaking, you will see a 25% conversion rate with only 3 fields in a form, a 20% conversion rate with 3-5 fields, and a 15% conversion rate with more than 6 fields.
Depending on your industry and on your buyer personas, these numbers might change. A general rule of thumb is no more than 5 fields for users to fill out.
An important part of your contact form is that you must build trust with your leads. Asking for too much information can cause your conversion rate to go down. For example, studies saw a 5% dip in contact forms that require phone numbers to submit the form. If you ask for that in your contact form, making that field optional may give you a better conversion rate.
Many people are still wary about giving their personal information out online. When it doubt, do split tests for your contact forms. See what traffic on your website responds to best, and stick with that.
Once you've decided on the fields you're going to use and what you are asking for, end the contact form right with an effective CTA button. Simply leaving "Submit" as a button can significantly decrease your conversion rate.
Changing the button to "Click here" can increase your conversion rate by almost 30%. Having a more specific CTA at the end of a form can give you a higher conversion rate as well. To give a more specific CTA, combine "click here" with an action, such as "to book a free consultation."
Still not sure if you website is working for you in the best way? Contact Hughes & Co. and let our team help you get your website generating leads and working for you.