- Conversion optimization, Inbound Marketing
5 Tips for Better Forms
Hugo van den Hurk
Inbound Marketer
Maybe that didn't happen to you and you put some thought into your forms, but you still got poor conversions.
Whatever your situation, these five tips can help you give your registration form the upgrade it needs.
1. Minimize the number of input fields
This one is simple: if your form has become a wall of fields, then the chances of a visitor filling it out are slim. The best signup forms have only the minimum number of fields, despite the need to know as much as possible about the customer.
There have even been studies done that confirm that a decrease in the number of fields equals an increase in conversion rate. To illustrate: a reduction from 11 to four fields saw in one of the studies a 120% increase in conversion!
The fields in your form are used for essential information. If the number of fields is therefore somewhat higher than you want, then you do not have to be alarmed. There is always a balance between the information you need and a high conversion rate. Do an A/B test to see where you want to draw the line.
2. Display the form prominently
Location is everything. If your landing page has a form, make sure the form is in the most visible and logical place. This lock-in tactic ensures that visitors simply cannot miss the form.
Another prominent place, which is often forgotten, is the footer of your website. Quite a lot of visitors end up there, which makes it the ideal place for a general registration form - for example for your newsletter. Of course, make sure that this form meets tip 1.
3. Test the form on each device
Did you know that on average 45% of all forms are completed on a mobile device? Depending on your target audience, that percentage could be much higher. However, many people forget to test their form on a smartphone or tablet, which can cause errors and lead to a lagging conversion.
It often happens that fields are not displayed correctly on vertically oriented screens, such as your phone. Also pay attention to the use of radio buttons, which are notoriously thumb-unfriendly. Also consider a vertical design, instead of a horizontal design, so that you do not have to scroll sideways. The less scrolling time in general, the better.
4. Use good UX design
There are specific design techniques for registration forms that promote conversion. First of all, it is about making the form stand out on the page. This can be done by 'encapsulating' the form in the screen using colours and lines. Negative space around the form is essential. In addition, you want the essential elements in the form itself to stand out. Give buttons the right shape and colour, so that they contrast with the rest of the form.
Resist the urge to do all this with bright colors, bold patterns, intense textures, and different fonts. The form should stand out, but not be obnoxious, and it should also fit your brand.
5. Optimize the call-to-action
The text in the buttons has a major influence on conversion. According to research by Unbounce the word 'send' in the button can increase conversion by 3% decrease blood pressure.. Well-known CTAs such as 'Download' and 'Sign up' also yield poor conversions, because they are perceived as demanding by the visitor. Informal CTAs such as 'Continue' and 'Click here' perform better.
Of course, your button should call to action, but that action should not seem demanding. Make sure the texts are short, with no more than three words. In addition, let the button texts match your brand archetype. Informal could be “Chat with us”, while a more formal form could be “Contact us”. Test what works for your brand.
In summary: how to build forms that convert
A good form is short, highly visible, well designed, has tested CTA texts and works on any device.
In your marketing automation software you can easily have some of this work done. By centralizing the forms in one hub you keep an overview of the performance and you can also easily implement the lessons learned everywhere. Testing and optimization are of course necessary.
Almost every customer relationship starts with a form, so make sure yours is top notch!
