Marketers use forms to capture information from their site visitors in order to send them additional content designed to educate and move them “down the funnel” or simply give sales more background to close the deal. Many potential customers leave a website without filling out your contact form. This is a common problem with websites.
Your SEO company does a great job driving traffic to your website and your visitors start showing interest in your services by viewing a few pages and staying on your website for a minute or two. Then they get to your contact page and see the contact form. But instead of filling out that form, visitors “bounce” from your website without filling your contact form. Here are the reasons.
Reason #1: Too many required fields
It’s intimidating to see a form with those scary red stars next to form fields. It not only seems aggressive and like a lot of work, but it also could come off of as invasion of privacy.
Reducing the required fields to only what is absolutely necessary will eliminate friction for the visitor.This is especially important for your more top-of-the-funnel offers.
Looking at the data, you can better decide what’s “nice to have” and what’s “need to have.” For most B2B companies – name, email and title are the three required fields for any form.
Reason #2: It’s Way Too Long
Have you ever left a store without purchasing anything because the checkout lines were too long? That’s because you are human and humans are impatient, especially on the internet. We use the internet to make our lives easier, not more complicated and definitely not more difficult. A long contact form can be very overwhelming to look at and scare your potential customer right off your website. Keep the number of fields on your contact forms between 3 and 5 max.
If your website offers a service, then your contact form shouldn’t try to sell that service. It should only try to get your foot in the door by asking a few basic questions. Review your forms and if any field isn’t absolutely necessary for your company to gather at that stage of the funnel, remove it!
Reason #3: No help text in the field default
Be clear on the information you are asking for from your site visitor. The addition of a short line of help text above fields that may be misinterpreted by some can go a long way — especially when it comes to multi-line fields where a user can write out their response.
Tell people overtly what you are looking for, but remember, try to avoid using the help text or label inside the actual field. This can cause the visitor to mistake the field as already filled in and not prompt them to take action.
Reason #4: You Ask for Their Phone Number
Unbounce states that you can expect a “5% dip in conversion rate” by asking for phone number in a form that is not a contact form.
If someone is trying to access an offer and is not raising their hand to be contacted, why ask for this information? If people are not on a contact page, they have no desire to speak to someone on the phone or give your company the option to call them whenever they want.
People can spot this as a sales tactic from a mile away so stay far away from the phone number field as much as possible.
Reason #5: Your submit button text isn’t clear or actionable
The word “submit” is such a negative word. Who wants to “submit” to anything. I’d rather “Send” or “Send Email”. For example, I’d recommend testing “click to download”, “Click Here” as well as “get it now” against “download” or “submit”. Using words and phrases that inspire action from the visitor, like these, are usually more successful.
Reason #6: You Don’t Have Enough Forms
Have you ever gone to the store and ended up buying things you never intended on buying?. Stores take advantage of this by strategically lining the checkout lanes with goodies to buy. You should take advantage of the fact that humans can often be impulsive. On The Ocean Agency website there is a contact form in the footer of every page, in the body of almost every page, and of course on the Contact Page. We’ve done this for years and found that very often our visitors will fill out a contact form because it’s right in front of their face.
We also track which conversions came from which pages. From that we are able to tell that 4 out of 10 recent contact form submissions came from contact forms on other pages, like the body of the Home Page.
Remember, while all of these tips are useful, every audience is different. You will only generate real results if you test for your audience and identify what boosts conversions for it specifically.
Everything you see above can be done in less than one day. Put your clients aside for one morning, meet with your developer and get it done.
Did I miss any? Tell me below and I will add them here!