A research made by Lisa Margetis (designer at SingleHop) shows us how to create the best contact form that converts. It’s very surprising how the smallest and most subtle differences can have the biggest impact on sales and conversion.
You can also check our tutorial of how to create a Simple Responsive PHP contact form.
Here is the infographic:
Looks like the number of the fields is essential for the success of our marketing strategy. If we need more leads in general, we should reduce the number of fields we have. Maybe this is due to the fact that online users are always in a hurry. They want to fill in the form as quickly as possible and if the form has too many fields, users may opt out.
But if we offer something valuable and target only quality users that are really interested in our product or service, then we should add more relevant fields. As the author says:
It’s all about finding the right friction
The infographic also includes a survey about the most important form fields to include in your contact form. It appears that it’s almost compulsory to include name and email. It’s also good to add phone and lead source.
But don’t rely on statistics. Think which information is important for you to know and don’t add anything additional. Because one extra field can make the user refuse to subscribe.
Expedia gained $12 million in profit by removing just one redundant form field.
And don’t forget to build trust! Include your contact info (phone, address), endorsements and testimonials.
Change copy tense from Second person to First person
One company has a 90% conversion increase by changing the copy tense from Second person to First person. It does matter if you would say “Start my free trial” instead of “Start your free trial”.
You can also increase the CTR (click through rate) by changing the anchor of the submit button. It might say “Click here” or “Go”.
Benefit from Thank you page
Most people don’t take advantage of their “Thank you” page. Even I was making the same mistake before. Looks like 39% of users accept offers in a thank you page.
And why not? They have already shown interest in one of your products or services, why not to like another one. Use your thank you page to offer something more.
Look what Amazon.com does. If you buy an iPad tablet for example, they also offer you to buy chargers, cases, e-books and etc. That strategy definitely works and leads to more sales.
My final advice is to think twice. The contact form might be essential for the success of your business, so give it the necessary attention. Test, experiment, you can even ask some friends to fill in the form in front of you to check its usability.
If you don’t know how to create a contact form by using HTML5 and PHP, you can read this tutorial.