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How to improve your high-converting forms in 2020 [Infographic]

How to improve your high-converting forms in 2020 [Infographic] Blog Feature

Melanie Moore

Web Project Manager, 7+ Years of Client Success and Project Management

March 28th, 2020 min read

Even in the year 2020, forms are still a crucial step in the process of connecting with leads who visit your website.  

Contact forms on your website offer convenience, help with marketing automation and information gathering, and make sure that your databases are filled with good-fit contacts who have opted in.

Whether you are looking at implementing a brand new contact form or updating an existing one, this infographic by 123FormBuilder has some great tips on how to get your form conversion rates up and delight your customers all at the same time.  

Visitors are looking for human connection

Consumers love to know that on the other side of that contact or conversion form that there is a real live person who cares about them. 

Add some content around the form that is unique to your business and really educates the user about what they can expect if they choose to hit that submit button.

Will they get a response within 24 hours? Or two business days? 

What happens next? Will they get a follow-up call or email? 

Adding a video alongside your form gives you an amazing opportunity to do all of the above. When a user can associate a face with a company it helps build trust — even before they hit the submit button.

Check out this great example of the River Pools contact page. Note the human-to-human connection established by the video. Once you've watched it, you know just what to expect. Additionally, the fact that the company has anticipated your concerns suggests they are in-tune with their customers' needs.

If you want even more tips and examples of videos dive into this article

UX matters

User experience is something that should always be top of mind when creating or updating a form. 

Here are some simple guidelines to follow that can make all the difference when a user is deciding to hit submit or abandon your page:

  • Keep form fields succinct and simple. Only ask for the information you absolutely need and make sure related fields are grouped accordingly. HubSpot recommends around five fields, but that number can go up or down depending on the value the form provides. 
  • Include help text and labels. If fields should be formatted a certain way, let the user know. For example, a phone field may use this format, (XXX) XXX-XXXX. The user should not have to guess and then receive an error after they hit the submit button.
  • Your form should be easy to find. This may seem obvious, but your contact page should be in a prominent position in your site navigation and the page should have the form front and center. You do not want a user to have to dig through your website to find your contact form or have to scroll down on the page in order to fill it out. 
  • Make sure your form is mobile-friendly. The form should be just as simple and clean on mobile as it is on desktop, if not more so. The fields and buttons on mobile need to allow a person to easily input and submit with their fingers. 

How else can you stand out? 

After focusing on all of the points already discussed, there is still more you can do. 

Consider adding social proof to your page by adding partner logos or client testimonials. If someone is unsure about getting in touch with you, the credibility can help tip them in your favor. 

You can also give a quick link to an FAQ page or possibly include some of your most common FAQs directly on the page itself. This can benefit both you and your consumer by potentially getting ahead of some of their questions and concerns. 

Lastly, providing a physical address on your page can help build trust with a user and make them feel more secure about converting.

If you want even more examples check out some of our favorite contact pages here, and see the full checklist in the infographic below. 

Infographic-The-Ultimate Contact-Form-Checklist-for-2020 (1)


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