Lots of people know what SEO (search engine optimization) is, if not how to do it. But many people haven’t heard of Conversion Optimization. This is simply the method of optimizing the user experience on your website to achieve the result of more conversions.
To go into further detail, you may first need to know what a conversion is. A conversion (at least in terms of websites) is when someone comes to your website and completes the action you want them to complete. Different sites may have different goals, but if you identify a specific goal, and a user completes that goal, then that is considered a conversion.
For many websites, a conversion would be a lead created through an online form. If you offer services, then ideally, your website is a place where someone can find more about your services, and then contact you about those services. Often, that contact is via a contact form.
So, how can you optimize your form for conversions? There are a number of options, and here I have listed a few. I have tested many of these out myself and found them all to be effective.
- Fewer form fields: The fewer fields someone has to fill out, the more inclined they will be to finish filling out the form. Studies have shown that not including a phone number field can increase conversions by 5%.
- Change your submit button text: Using “Submit” is one of the worst words you can use on your form. Be clear about what your form submission is going to do. Use terms such as “Submit Registration” that clearly spell out what clicking is going to do. One of my favorites is: “Send me more information!”
- Don’t ask for much personal information: People are hesitant to give it it out. If you don’t need to call someone, don’t ask for their phone number (or at least make it optional.)
- Customize the form: Make it match your site. It shouldn’t be generic, and don’t use an outside form generating service if it puts a “generated by blank forms.com” type of message on it. People want to know that 3rd parties aren’t going to be seeing their information. Having a branded form creates more trust with the consumer.
- Have a privacy policy: Put a note near the submission button telling people how you will use their information.
- Offer something to them for completing the form: Is one of your goals to get people to sign up for your newsletter or blog feed? Offer them a gift. Even if it’s just a PDF download or ebook. People like getting things for free.
One of the things to keep in mind is that you have to test different conversion tricks and see how they work with your audience. Make changes, and wait and see if they work. If not, make more changes and wait. Trial and error is the best way to evaluate what’s going to make a difference in your form conversions.
For more information about forms and conversion rates, check out the annual 2014 Form Conversion Report from FormStack
Want us to help you build your online forms or help you with conversion optimization? We can do that too!
Amy Masson
Amy is the co-owner, developer, and website strategist for Sumy Designs. She's been making websites with WordPress since 2006 and is passionate about making sure websites are as functional as they are beautiful.