Are you tired of stagnant form conversion rates? Leads slipping away and skyrocketing cost per acquisition? Good news: with a few tips and well-designed forms, you can significantly increase your conversion rates. Here are the strategies we’ve identified.
Form conversion rate and number of fields: the first step!
It may seem counterintuitive, but reducing the number of fields on your form can increase your conversion rate by nearly half! For example, simply reducing the number of fields from 4 to 3 can increase your conversion rate by nearly 50%, according to data from Quicksprout. Asking for a phone number isn’t necessarily a good idea either. Faced with telemarketing spam, many visitors are reluctant to provide their number or give a fake one.
Why reduce the number of fields on your form? In fact, the more fields there are, the more hesitant the prospect becomes. The goal, therefore, is to capture the essential information while the visitor is still engaged. Additional information can be gathered later, via email or during a qualification call.
The method? Start by reviewing your forms and removing any fields that aren't directly used to qualify the lead. Sometimes, contacting them by email is enough to get started.
Is switching to a multi-step process a good idea?
According to HubSpot, only 40% of marketers use multi-step forms. Yet their conversion rate is 86% higher. The numbers speak for themselves.
Why does it work? Instead of seeing a form with ten fields all at once, the visitor moves through the questions one by one. By grouping the questions by topic and displaying a progress bar, the visitor can better track their progress and is more likely to engage. Once they’ve answered the first question, the engagement effect takes over: they’ve invested time, so they’ll see it through to the end.
Multi-page forms convert visitors more effectively—the conversion rate is as high as 1 to 3—without changing traffic or the budget.
Blastform lets you create multi-step forms with customizable transitions between each question. The experience is seamless for the prospect, and setup takes no more than a few minutes.
How can we improve the wording of the CTA button?
Do you always end your forms with the “Submit” call to action? Stop right there! It’s vague and doesn’t tell the prospect what they’ll receive. Tests conducted by several growth teams confirm this: customizing the button text consistently increases click-through rates.
Concrete examples that work better than “Submit”: “Get my quote,” “Access my account,” “Start my free audit.” The prospect knows what to expect, and clicking becomes less risky.
Key takeaway: The button should highlight the immediate benefit.
What is the benefit of continuously testing forms?
According to Hubsport, marketers who conduct A/B testing on their forms see conversion rates that are, on average, 10% higher than those who do not test. A form is a powerful conversion driver: the order of the questions, the wording of the labels, the color of the button, whether or not there’s a phone number field—each of these factors influences the results. And to find out which fields and wording work best, nothing beats A/B testing.
Blastform’s native A/B testing allows you to run multiple versions of the same form in parallel, compare completion rates, and identify which version converts best. The associated versioning ensures that you can revert to a previous version at any time if a test goes wrong. This provides real peace of mind, which teams that run campaigns on an ongoing basis particularly appreciate.
Form Conversion Rates: How Can You Boost Trust?
Sometimes, it’s not a matter of structure or wording, but a matter of trust. A form with no mention of a privacy policy, no visible GDPR compliance, and no security indicators breeds mistrust. Visitors wonder what you’re going to do with their data.
Incorporating reassurance elements directly into the form helps overcome this silent barrier. A brief note about privacy, a compliance seal, or sometimes a customer testimonial: these cues change perceptions without weighing down the experience.
On Blastform, GDPR compliance is built right into every form. Explicit consent is included by default, with no additional configuration required.
Should we optimize the form or optimize its context?
Conversion also depends on where the form appears, when it is displayed, and what surrounds it. A well-designed form placed in the wrong spot on a page will not convert.
Blastform’s flexible placement feature lets you test different positions on the same page, or place the form directly where user intent is strongest: below a benefits section, above the fold, or at the end of an article. This is a setting that’s often overlooked, even though it can make just as much of a difference as the form’s structure itself.
Increasing your conversion rate by 40% is the result of a method and a few tips that are entirely achievable with your current forms. Want to test these optimizations on your own forms? Request a free demo at blastform.io.
