We all have forms on our websites – forms that you wish people would fill, for you to get leads or sales. We have some or the other type of forms at all the stages of our websites – contact forms, feedback forms, personal details form for online purchases, forms before a visitor downloads some info, and so on. Why do these forms matter so much?
Do you know that making these forms simple and doing some minor or creative changes can have a huge impact on your conversion rates? You might need a lot of info from your visitors, but how would you feel if you find out that about half of them are leaving your website just because they don’t want to fill a lengthy form.
Before we move on to give you some examples of how people have changed their forms to increase conversions, let’s discuss some of the basic design principles that apply to any web form that you build for your website or landing page. So, here we go:
1. Cut the crap: Won’t it be wonderful if we could just download anything from the web or order stuff online without filling out forms? Let’s face it, no one likes to fill forms online, so it’s best to make life simple for your visitors. Ask for only the most important info in the simplest language and avoid optional fields. Your main aim must be to reduce the completion time.
2. Hold their hand: Offer smart defaults, inline validation, flexible inputs, help options for unfamiliar fields while they fill the form. Tell them how many steps are there in the process.
3. Design for easy scanning: Make relevant content groups, separate required and optional fields, keep the field length consistent, and show a clear path to completion.
For more information about best practices, visit Luke Wroblewski’s site:
In this example you can see the length of the form was a major problem.
Once the required changes were made to the contact form, conversion rates went up by about 20%.
Here are two examples of creatively done forms that increased the conversion rates by 25-40%
Image source: http://www.lukew.com/
Forms are an important part of your website. Analyze your current web forms and conduct tests to find out how many visitors are you losing from the form page. Making your forms simple is sure to boost your conversion rates.
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