Website forms come in a variety of shapes and sizes. Business owners and marketers use forms to promote offers, build their email list, answer customer questions, and to encourage engagement with a comments section.
There are a ton of things you have to consider when you’re adding forms to your website. You need to make sure that they are visible, functioning and engaging if you want to increase the number of interactions consumers have with your brand.
Today we are going to take a look at several things you need to keep in mind if you’re a business owner who wants to get the most value from your online forms.
Keep things simple
Did you know that 67% of people will abandon your form if they encounter any complications? There’s a good chance that once these folks leave, they are gone for good. You can work on ways to recover consumers that abandon your site, but, generally, you want to encourage people to engage with your forms the first time they visit.
Simplifying your forms and layout will help you improve your conversion rate, and as a result, you’ll see more traffic and sales. One of the best examples that come to mind revolves around contact forms.
When someone visits your contact page, they want to get in touch with your business. When a potential lead clicks on your contact section and gets redirected to an FAQ page, they may leave – even if the answer is on the page.
Because they clicked a button expecting a specific action, and, instead, they were redirected to a page that might have the answer but no guarantees. As a result, the process of contacting your business now seems more complicated than before, and this will push some people away from your site.
Instead, you can include your FAQ page below the contact form. Now, a user that navigates to your contact page will see the form they needed, and the FAQs as an optional link that can help them with their issue.
Make customer feedback a priority
Customer feedback is a valuable asset when you’re looking to grow your brand. Understanding what people think of your company, product and customer support can help you make smart marketing decisions down the line.
The best way to hear what customers have to say is by simply asking them. We suggest adding feedback forms to your website in prominent places, such as your homepage or specific blog posts. While feedback does encompass things like customer satisfaction surveys, general industry inquiries are also extremely helpful for understanding your target audience.
So if you own a website that focuses on email marketing, your first question should be, “What is your biggest email marketing struggle?” This question will resonate with your target audience and encourage them to leave their feedback.
Once you understand the pain points and goals of your audience through feedback, you can start making changes to your website that reflect what consumers want to see. If you posed the previously mentioned email marketing question, and most people said they were struggling to accumulate their first 100 subscribers, you’ve just been handed a valuable piece of information on your audience.
Optimize for mobile users
At this point, we all know that mobile users have disrupted traditional marketing as we know it. Business owners and marketers are always looking for new ways to reach 3.7 billion+ mobile users worldwide.
It’s important to note that focusing on a mobile-friendly design doesn’t necessarily mean you have to cut the quality on your site’s desktop version. You can optimize both aspects of your business for maximum engagement and conversions.
Your mobile forms should be organized, easy to understand and accessible to people that are using their phones to fill out their information.
When you’re working through the mobile-responsive version of your site, make sure you spend some time going through the forms that you expect your users to submit. The key is to look at how long it takes you to complete the form whether a new user might have questions, and how to streamline the process.
Optimizing for mobile users is a time-consuming process, but it is certainly worth your time, especially if you want to see more interactions on your forms.
Test your forms
Finally, we are going to talk about testing your forms for better results. Marketers test various aspects of their website to see if they can achieve significant results by changing seemingly insignificant factors, such as CTA color and placement.
When testing your forms, make sure you only change one variable at a time for the best results. You don’t want to experiment with too many factors at once, and then have to figure out which elements improved performance and which ones hurt your results.
Testing single elements will allow you to dive deep into your campaign and make fine-tuned changes that will help you get more from engagement, traffic and potential sales. Instead of changing placement, the call-to-action color and the text copy, start with one piece, and work your way through the list until you have a form with all of the highest-performing elements intact.
There are plenty of things you can experiment with when testing your forms. For starters, you could limit the number of fields you use in each form. Typically, three to five fields outperform everything else, but you may want to test this theory for yourself just to be sure.
You can also test your forms by changing the placement on the page. Most business owners find that their forms perform best when above the fold, meaning, immediately visible before a user has to scroll down.
The best part about split testing your forms is you have the freedom to experiment in ways that you think will have a significant impact on your business. Everyone’s journey is a little different in this regard, but analyzing your metrics can help you make educated guesses about which elements you should test.
Testing will help you fine-tune your forms, which can lead to overall more completions and happier customers.
Back to you
Forms are an essential part of every website, and it’s a safe bet that consumers will continue to use this tool to engage with our brands in many exciting ways. If you want to make the most of these customer experiences, take precautions to ensure that your forms are giving you plenty of accurate information.
Use the tips outlined today to get started, but don’t be afraid to try new things and expand on your knowledge. Mastering the form building process isn’t easy, but it’s one website feature that can help you grow your business exponentially.