9 Actionable Strategies to Increase Your Form Conversions

Online forms are one of the most common ways in which businesses attempt to receive conversions.

In some campaigns, just clicking on a link is considered to be a form of conversion. In others, making a purchase is the desired conversion outcome. But no matter what you’re looking to accomplish, you can get there through a web form page.

Not all web forms are created equal, though. Some issues in design and calls to action, among other pressing concerns, have led to a decrease in form conversions for businesses all over the world. There are several actionable strategies that your business could employ to increase your form conversions exponentially.

But what are these strategies? How can you implement them effectively? Can simple tweaks in content and design really create that much of a difference?

Here are nine actionable strategies for increasing form conversions.

1) Offer Rewards

One great way to increase form conversions is to incentivize them with some kind of reward. If a user feels as though they will be receiving something of value, they are more likely to fill out a form.

The best kind of reward is one that costs you nothing. By offering something for nothing, users feel as though there is a purpose in their action. A discount or something of that nature usually provides enough value to entice a user to click.

The below example from H&M Clothing showcases the reward concept in action.

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By offering 20% off of one order, the company has positively incentivized this form and conversions become more attractive to the consumer. H&M sacrifices 20% off of one item (not a huge amount) and in return, they have a consistent avenue of contact with each subscriber to push products and promote the company overall.

2) Use Smart Forms

Smart forms are a new innovation that helps to break up the monotony of common form fields that users encounter over and over again. Smart forms use conditional logic to display custom forms that hide common fields and auto-fills them later on.

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Companies should be using progressive profiling in their day-to-day operations to help improve user experience.

Many large marketing firms are embracing progressive profiling as an important part of their process.

Speaking on progressive profiling, representatives from the marketing firm IronPaper said, “Using progressive profiling to drive segmentation makes sense. With buyer personas in mind, the form content can be used to filter an IT team member to a landing page talking about technology while a COO might be sent to a landing page that instead addresses business ROI.”

3) Optimize For Mobile

Make sure that you optimize your design for mobile users while keeping your brand’s personalization. After all, the global mobile population is 3.7 billion (over half the world). Remember that mobile screens can be small and cumbersome, which means you want to keep the design of your forms simple for this large section of the audience.  

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When you’re designing a form, it’s important to keep in mind that you’re more likely to catch users while they’re casually browsing on mobile than you are to reach them while they’re sitting at a desktop computer.

Here’s some important food for thought on the importance of optimizing both your forms and overall website for mobile users. Statistics show that 48% of users become frustrated when a site is not optimized for mobile. Also, 48% of users feel that companies who don’t optimize for mobile don’t care about their experience.

Show your audience that you care by taking the time to optimize your forms and content for mobile consumption.

4) Run Contests

Contests are a great way to get people to fill out your online form. People love to compete, and the lure of winning something wonderful is usually enough to create a form conversion.

Instead of offering one smaller value to everyone, like the aforementioned 20% off coupon from H&M, have one large prize that everyone enters to win. This not only increases the hype around your form, but it increases word of mouth awareness.

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Shareable content drives even more conversions, and when you make sharing the form a condition of entering the contest, you’ll see your shares go through the roof. At this point, the audience becomes your marketing department.

5) Break Up Lengthy Forms into Smaller Sections

Showing a lengthy form in its entirety can be daunting to a user and cause them to back away. You don’t want your form process to be seen as a huge ordeal that the prospect has to sink a lot of their precious time into.

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Break longer forms up into smaller sections which are easier to digest piece by piece. This allows the user to tackle each section one at a time, and never overwhelms them. By keeping each section short and concise, you’re allowing the user to advance at their own pace.

6) Allow Users to Save Progress

Sometimes a user will start filling out your form but will have limited time. Instead of forcing them to redo all of their answers at a later day, it is helpful to allow them to come back to finish filling it out later.

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Allow the user to navigate away and save their progress. Most users who are called away in the middle of a long form won’t want to go through the process of redoing everything, and will just abandon it forever.

When you allow users to save their progress, you also have the ability to email them a reminder after a certain amount of time with a link back to the form.

This tactic lowers form exits because the process is more convenient. By allowing the user to complete the form on their own time, you’re providing a valuable service and showing that you care. These are important steps to establishing brand loyalty.

7) Promote Forms at Opportune Times

Timing is everything. When promoting a form you want to capitalize on the attention of your audience. To do that, you have to first determine who your audience is, where they are, and what times they are accessing content.

This can be done by:

  • Examining your current customer base for common interests and characterizations
  • Understanding your competition and who they are targeting
  • Analyzing the benefits of your product or service and determining who it benefits

Once you’re armed with that information, you’ll want to center your advertising efforts around those times.

If you’re targeting working professionals, it’s best to reach out to them either in the morning, around noon when they’re taking their lunch break, or in the early evening when they’re getting off from work. If you’re targeting housewives, you can send them promotional material in the middle of the day, before the kids come home from school.

This strategy takes some demographic research time, but it is well worth it in the end

8) Avoid Using CAPTCHAS at the end

A lot of companies have taken to using CAPTCHAs to weed out spam bots from auto filling their forms. CAPTCHAs are an anti-spam filter that has some success, but it can be a cumbersome and difficult process that can frustrate and dissuade users.

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CAPTCHAs usually feature a somewhat obscured image of letters and numbers, and asks that users type them out to prove that they’re “not a robot.” While this is a fairly simplistic process, oftentimes CAPTCHAs are difficult to understand and lead to annoyance on the part of users.

According to Moz, CAPTCHAs can lose 3.2% of conversions. Moz went on to say, “Given the fact that many clients count on conversions to make money, not receiving 3.2% of those conversions could put a dent in sales.  Personally, I would rather sort through a few spam conversions instead of losing out on possible income.”

9) Use a Form Analytics Tool

A powerful form analytics tool, like the one offered through Freshmarketer, helps businesses understand the behavior over their visitors and optimize their form fields to directly influence successful conversions.

Form analytics give companies the ability to monitor how users are interacting with their form. Using such a tool, you’ll be able to see how many visitors viewed your form, if they made any progress on it, whether they abandoned it, the amount of time it takes for users to complete the form, whether they changed information, and where they might be encountering roadblocks.

A good analytic tool will track nearly every move a customer makes on your site from mouse movements to scrolling.

Once you have all of this information, you can properly optimize your forms using many of the steps listed above to create the most beneficial experience possible for your users. If you’re not using a form analytics tool, you’re fumbling in the dark and hoping against hope that users find your form easy to use and worthwhile.

Don’t let the fate of your conversion forms be left to chance. Use a form analytics tool and back your decisions with data.

In Conclusion

Conversions are greater than gold in the online marketing world. You owe it to yourself and to your business to do everything in your power to increase conversions on your web forms.

Implement these 9 actionable steps and you will see your conversion rate start to climb. By presenting an attractive, simple, optimized, and convenient form, users will be more willing to click and give you their precious information.