Links to jump to each tip below.
Contact Forms: It’s time to talk about conversions! Your business needs ‘em, you want ‘em, but how do you ensure that your website form isn’t costing you money? Let’s talk about 5 steps you can take to ensure your contact form is top tier and converts.
If you’ve watched this channel for any length of time you probably already know that helping small businesses grow is the core of our message. A big part of our videos are related to marketing i.e. getting people to your website.
But what happens once they’re there? If your lead form isn’t up to snuff it could be costing you a lot of money.
Let’s talk about 5 steps you can take to ensure your form is top tier and converts.
Step 1 – Intent
First things first, we’ve got to identify the intent of the user AND your intent. What is your customer trying to accomplish and what do you need from them to make it happen. This goes beyond the typical “Contact Us” form. You need to anticipate your customer’s needs and work to achieve them.
Step 2 – Give & Take
Getting people to come to your website is it’s own challenge but getting them to fill out the form can be even more complex. Think of it as a teeter-totter that you need to balance. You need to give them enough of a reason (or enough value) that what you’re asking from them makes sense. Are you a roofer offering a free estimate? So is everyone else! Are you a roofer offering a free estimate AND free sample shingles? Well now asking for my mother’s maiden name, city I was born in and name of my first pet seems like a fair trade
Step 3 – Don’t be greedy
This brings us to the next tip – don’t ask for more than you need. The rule of thumb is to only ask for what is business critical in order to make first contact. Name, phone, email. Maybe in order to provide great services you need to know the product or service they’re interested in, or perhaps you need to route leads to the territory manager closest to them so you might ask for zip code. The more you ask for the more you need to give back so don’t be greedy and keep it simple
Step 4 – Design for the times
Lots of folks don’t consider this but the actual design of your form can have a HUGE impact on your conversions. We live in a mobile-first, app-driven world. If your form isn’t simple to use on mobile devices you can kiss your conversions goodbye. Large buttons, pre-selected options, simple form fields, these all impact your conversions.
Step 5 – Be up front
If you’re driving somewhere unfamiliar what’s the first thing you do when you get close? You turn down the music! It’s a pretty hilarious phenomenon but when we’re in unfamiliar territory people don’t want to be distracted. The closer someone comes to converting on your website the more unfamiliar the territory. So give them a map! Let them know what to expect before they start.
“Download my free ebook immediately”
“Instant quote”
“No credit card required – access pricing now”
The more of a “map” you can provide the more the customer knows what to expect. Increase their comfort levels and you’ll increase your conversions.
So there we go! There are plenty of other levers to pull when creating highly convertible forms so let’s chat about them in the comments. What are some great (or not so great) examples that you’ve seen?
As always, thanks for liking, commenting, and subscribing. Happy marketing!
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