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7 Tips to Create High-Converting Forms

7 Tips to Create High-Converting Forms


Forms are one of the most effective marketing tools that can be paired with other digital marketing strategies. Compared to your website, a form only has one goal in mind and that is to convert leads into actual paying customers. High-converting forms are crucial to either let prospects sign up to your newsletters or purchase your product or service. 


However, that doesn’t mean displaying a form on your landing page, emails, or website will surely convert users. Ask any website design bedford uk-based company and they'll tell you one thing. And that is to know how to whip up the most strategic and technical form that nudges prospects to enter their details and hit the call to action.


And marketers are left with a dilemma called the “Goldilocks syndrome.” You have to create the right balance to make sure your forms are neither long nor short. Because too long and you’ll have prospects clicking away from your web page. On the other hand, creating shorter forms might leave your prospects confused and uninterested. 


That said, ensure that you know how to create high-converting forms by reading these seven tips. 


To ensure that your form creation won’t go to waste, we’ve narrowed down seven tips that will guide you building high-converting forms that convert. 


1. Prioritize above-the-fold placement



Before the dawn of digital marketing and technology, people relied on newspapers for their daily news fix. When newspapers are displayed in a sidewalk vendor’s stand, the paper’s top part only shows. This was done to encourage passersby to stop and read the headline. And possibly, purchase the paper. And this is where the term “above the fold” started. 


To this day, we don’t only refer to above-the-fold in newspapers. Since marketers and entrepreneurs are moving their marketing strategies to digital channels, above-the-fold refers to the placement at the top part of your web page. It should be right under the website’s header and is approximately 1000 pixels in width and 600 pixels in height from the page’s top part. 


With this in mind, the same concept applies to forms. To make sure that you capture your audience’s attention, putting your form above-the-fold and complementing with captivating graphics is recommended. Did you 


The first content you put on your web page’s top part is the first visible information that attracts prospects. And with a cut-throat industry, this should be what marketers aim for to beat the competition. 


Moreover, another reason why you must place your form above the fold is that typically the content above-the-fold should help with your business goals. That said, if your goal is to augment your email list, then it’s just right to place your form at the top part. 


Take note, however, that Google penalizes brands that cram ads above the fold just so they get noticed. Some companies try to place a lot of ads, while pushing down the most crucial information below the fold. Although ads that are placed above the fold have a 73 percent viewability, this is a no-no in SEO and might cause our website traffic to decrease. 


Here’s a form from Uber. Although there is a perfect balance between texts and graphics, the form is situated above the fold so it’s more evident for audiences.


2. Limit the number of form fields



The number of form fields will depend on what level you want your prospects in your sales funnel. But I hate to break it to you, long forms with more than a handful form fields are not very fun to deal with. 


While you need to ensure you have all basic information about the prospect, try to eliminate the non-essential details. For instance, try to make your prospects fill out a form with these fields:


  • Name
  • Email
  • Phone number
  • Country
  • Street
  • City
  • State/Province
  • Zip code
  • Job title
  • Company
  • Industry
  • Profession


If you ask me, I really wouldn’t bother inputting all these details just for signing up to a newsletter. As mentioned, the number of form fields will depend on your offer’s goal with regard to your marketing funnel:


  • Top of the funnel. When you want to get leads into the first level of the funnel, you may eliminate too many form fields. Since you’re still nurturing your leads, make sure you use only a few form fields that will get their important details. Shorter forms mean leads don’t have to enter many details and can encourage them to push through with the sign-up. The name and email address are recommended. 
  • Middle of the funnel. When pushing leads down to the middle of the sales funnel, you want to offer them a snippet of what they can get from your products or services. Therefore, using medium-length forms is suitable to not scare your leads away. 
  • Bottom of the funnel. Your leads at this stage are deliberating on buying the products or services or not. After they’ve gotten to know what the features and benefits are, this is the most crucial decision-making process. It’s acceptable to use long forms for this stage. Apart from the basic details, your forms may include business emails, designation, company, etc. to verify if the buyer is qualified. 


Overall, determine how many form fields you need by assessing where your offer leads your prospects in your sales funnel. Page Zero Media’s VP recommends a go-to number of five when it comes to landing page forms. Tag three fields are “required” while the others can be optional. The name, email address, and phone number are required, while the city and state are optional. 


Here’s a perfect example from Marketo. The form only has five fields and one being a drop-down menu. It’s pleasing to the eyes because of the limited number and will surely add to the user experience.


3. Use multi-step forms for higher conversions



There are two types of forms. One is multi-step forms and the other is single step forms. And many businesses have attested the effectivity of the former compared to the latter. Let’s dig deeper into what each type entails:


Single-Step Forms


This type of form is the most commonly used form in digital marketing. Single-step forms refer to subscription forms, contact forms, or any form that gathers the leads’ basic information. Single-step forms are typically built for conversions as well. After all, there is no need to ask for a myriad of information when all you want is for your prospect to sign up for your newsletter. 


Also, Neil Patel increased his conversion rates by 26 percent by using single-step forms. However, be careful not to overdo it though. Try to limit form fields to less than four when using single-step forms. 


Multi-Step Forms


Multi-step forms are undeniably more effective than single-step forms. Multi-step forms are more crucial as they have more form fields. Typically, they are longer compared to its single-step counterpart.


However, marketers should know that using multi-step forms are suitable for leads that are way down the top of the sales funnel. Since most prospects that are sent further down the funnel are halfheartedly committed, it won’t be difficult to let them fill out longer, more complex forms.


In fact, a company proved that 14 percent more people finished filling out multi-step forms than single-step forms. The only time you should be wary of using this form type is when you’re generating brand new leads. If you’re in the nurturing stage, you must not inundate your prospects with too much information gathering. 


Although prospects would have to go through a myriad of steps, the layout, number of form fields on each step, and drop-down menus help make it easier to fill out. 


4. Use action verbs for headlines



Action verbs are excellent for high-converting headlines. Of course, you have to make sure your headline sticks out like a sore thumb. Make the headlines easy to understand and captivating. It must be something that will make prospects stop and scrutinize your offering. 


Apart from creating compelling headlines, make sure that you integrate an action verb or two in the headings. This will subconsciously urge leads to act and will help lead their eyes down to the form and call to action. 


Some examples of headlines with action verbs are:


  • DOWNLOAD now if you want to increase your email list
  • REGISTER for a free video course
  • CLAIM your free eBook
  • GRAB our limited edition products 


While you won’t be limited to these headlines for your forms, ensure that they answer to your audience’s pain points. Showcase the benefits. Better yet, write something provocative, funny, witty, or anything that captures attention. 


Here’s Hire’s no-frills headline that starts with the word “Register.” The headline is straight to the point and can grab user attention.


5. Include a compelling CTA



Your call to action (CTA) must be compelling enough to persuade your prospects to sign up. While action words are recommended for calls to action, it doesn’t hurt if you go against the grain and create something unique and personalized. Here are some tips to create excellent call-to-action buttons:


  • They should be action-oriented
  • It must clearly describe what will happen after prospects click on the button
  • Avoid vague words, go straight to the point
  • Place call to action above the fold for visibility
  • Make your call-to-action button evident
  • Enclose in a bright or contrasting color


Once you know start whipping up your forms, you’ll know which calls to action generate sales and leads. You may also start testing your CTA by trying various ones in different advertising channels. This will allow you to determine which types of audiences react to a particular CTA. From there, you can diversify your CTA on various forms to make them more effective. 


This Constant Contact’s CTA is efficient because it starts with an action verb “Try.” Plus, it combines another enticing word which is “free.” Lastly, it’s in a bright yellow color which is very eye-catching.


6. Showcase social proof



Social proof has something to do with us being animals. As humans, we work in a pack, a community, a group, or organization. We have to belong to something to not be left out. That said, our behavior and choices are also influenced partly by other people’s words, experiences, and testimonials. 


And this is where social proof will be beneficial for high-converting forms. When designing your website from scratch, web developers consider social proof as an influential element for visitors who land on your site.


The same way works for high-converting forms. Did you know that 92 percent of consumers would prefer to trust non-paid recommendations than other advertising channels? This proves how social proof like testimonials, case studies, ratings, or even your company milestone is extremely crucial for credibility. 


For a financial company like Lending Club, the best way to show social proof is to showcase positive results from clients. Here’s an example.


7. A/B test regularly



A/B testing involves varying your forms to ensure that everything you publish will garner high conversions. This requires analytics, tracking, and making some tweaks on your forms from time to time. According to WordStream, 61 percent of companies run more or less five landing pages forms monthly. 


By A/B testing forms, you can increase sales, understand your audience more, increase conversion rates, and get more engagement. 


When A/B testing, change one element at a time instead of a couple simultaneously. This tactic will enable you to know which one contributed to great results. Here are a couple of elements you can tweak:


  • Layout. Interchange the placements of copy, graphics, forms, etc.
  • Offer. Try offering freebies or discounts and see which one makes your audience tick
  • Copy. Try out various verbs, words, and phrases and experiment with industry jargon
  • CTA. Change up the call-to-action words, background color, font style, etc.
  • Product descriptions. See which one works, a paragraph or bullet-style texts
  • Graphics. Diversify your graphics. Try using images or videos and assess results


Final Words



You can ask any digital marketing agency and they’ll tell you one thing – forms can rake in sales. If you’re still on the fence about creating high-converting forms, care to check your competitors and they’re probably already way ahead. So sit down with the marketing department and start building the most compelling forms anyone has ever seen. 





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