Not impressed with the performance of your contact forms? Are they doing little for your website and failing to produce the conversions you anticipated?If so, it's time to refine your strategy.
Your contact forms are key to your lead generation efforts because they're what visitors use to hand over their information to be contacted later.Too many marketers believe that an entire contact form consists of form fields that require information, but there's so much more to it than that.
In a recent survey, 63% of businesses said that generating traffic and leads was their biggest barrier to marketing.They see the most value in improving their lead generation efforts to grow their business, build their email list, and increase their ROI.If their contact forms are suitable for the needs of visitors, those goals will be difficult to achieve.
If you're looking for ways to optimize your contact forms, here are three tactics to get you started.
1. Minimize the number of fields
Have you ever wanted to sign up for an offer only to find out that there are twelve form fields on your way that require every piece of personal information possible?You can bet this frustrates users to the point of abandoning the page and offering altogether.It creates a poor user experience as few people out there have the patience to deliver everything at once.
That's why it's important to minimize the number of form fields that users need to fill out when signing up for your email list or main magnet.
WPForms makes it easy to create responsive, mobile-friendly forms that capture visitors' attention and increase conversions.
Take a look at the contact form and decide which fields are mandatory and which ones you can delete.Stick to three if possible for best results.
2. A/B testing of your CTAs
Different components of your invitation to joinhave various effects on users.Some elements can cause them to ignore the contact form while others, such as the color of the button, can convince them to click to enter their information.There are many reasons why visitors behave as they do on a website, but research into the psychology behind it helps determine which one will bring the most effective results.
Pay attention to the color, copy, size, shape, and placement of your CTA button.All these elements contribute to the conversion of visitors using the contact form.A/B try one item at a time and see which changes give the most positive results.
A strong CTA will easily convince users that click-through is worth their time and give them value in return.Be clear about what the offer is and tell users what value they will get.Instead of "Send," try to attract visitors with the offer itself by saying "Get my free ebook." There's no magic formula for the perfect CTA since every business and audience is different, but by testing A/B on these different components, you can create one that gives you a high volume of visitor conversions.
3. Show social proof
This doesn't include the contact form itself, but it's still a crucial point in converting visitors once they're on your website and have the change to actively engage with the form.Many people who visit your website won't convert for a variety of reasons, but if you can convince them that your brand is credible, trustworthy, and loved by others, you'll convince them that you're worthy of their time.
Show social evidence on your website to gain the trust of your visitors.This includes:
- Customer Reviews
- Customer testimonials
- Real-time website activity
- Influencer and celebrity approvals
- The logo appears on your website
Having these elements on the same web page as the contact form can lead users in the right direction and convince them to fill out the form.
Conclusion
Don't underestimate the importance of optimizing contact forms and the information around them.All the small details have an impact on how much they are able to convert visitors that can lead to paying customers and can increase your lead generation efforts.Pay special attention to form fields, CTA buttons, and building credibility so that users feel inclined to invest in the best.How will you optimize your contact forms for higher conversions?