When creating a user-friendly design for your website, conversion optimization should be at top of mind. How do you keep visitors from leaving before completing forms and submitting their information?
Follow these six (of course) tips and tricks to keep visitors engaged and interested, and most importantly, get them to complete your forms.
Tip #1: Increase conversion rate with fewer form fields
Your forms should be simple. Eliminating unnecessary fields can directly affect your conversion rates. Ask the questions: What really are the “required” fields you need? Do you need their first and last name or does just their email work for your needs? Recent studies suggest that by simply reducing a contact page’s form fields from four down to three, conversion rates can increase by 50 percent.
Tip #2: Build trust with your users
Foster a feeling of confidence and security through clear articulation of what you’re asking for and why.
- Consider asking for sensitive information later in the info gathering process
- Set clear expectations for each field to avoid confusion and input errors (e.g. have ghost text already in the fields)
- Design a user-friendly web form without restrictions on input (asking for a dash in a phone number field could create unnecessary friction for the user)
- By simply adding a small line of text, such as “we don’t share your info”, somewhere on the form, you potentially could ease a pain point for many users and in turn, build trust
Tip #3: Help your visitors along the way by providing guidance within your form
This can be accomplished in many ways, but here are some suggestions to keep users from giving up halfway through completion.
- Include brief descriptions below the form fields for additional clarity
- Indicate the field you want the user to focus on
- Utilize ghost text (a less visible text) to suggest formatting
- Have tooltips to explain more involved steps in a process
Tip #4: Have consistency with your navigation
The longer the web form, the more the need for a consistent navigation along the way. Reducing the difficulty throughout the process helps to keep your visitors on track to completing your form. Oh, and BTW, it also inherently builds trust over time (bonus!).
Tip #5: Design for mobile first
Designing for mobile first will service an ever-growing portion of your users. In the world of responsive web design, this concept is referred to as progressive enhancement. With progressive enhancement, you cater to this growing sector of mobile users as well as provide a better desktop experience.
As mobile traffic becomes the majority for many websites, it’s increasingly important to make sure your design translates well. Designing your UX/UI from mobile up will help ensure you deliver the right content to the right device at the right time. You’re killing more than two birds with this stone…
Tip #6: Get feedback
It’s what user-centered design is all about. Feedback can come directly from the user, extrapolated from a survey, or gathered by using reporting tools that study behaviors and tendencies. Include user feedback in the design process until all needs are met. If the user wants a robot to slowly be built off to the side as they complete a web form, coming to life once the form is finally completed, then a robot they’ll get, dammit!
Designing simpler contact forms and reducing the friction users will experience can increase conversion rates. From layout and design choices to the utilization of help/ghost text, these methods, and others I’ve mentioned, all impact whether users will complete your form.
Your contact form is the main interface between your company and the rest of the planet. It needs to do what it’s been designed to do — get the conversation started.
Make your online form experience a better one, and higher conversions will surely follow.