4 Ways to Skyrocket Your Form Conversions

Are you interested in turning more website visitors into subscribers? If so, you’re not alone. Business leaders and marketing teams work hard to generate leads and work even harder to turn prospects into loyal customers.

You may be surprised to learn that across all industries, the average conversion rate is 2.35%. One of the best ways to get more conversions is to strategically boost your form conversions. You need a list packed with high-quality leads if you want to grow your brand.

Building a robust lead list starts with your contact form. If consumers are not signing up for emails, participating in surveys, and registering for events, getting more sales will prove challenging.

Today, we will go over several tips and tricks you can use to secure more subscribers with your forms. Our goal is to help you take everything from your email signup forms and surveys to the next level.

Ready? Let’s begin!

Set Clear Expectations

The first topic we want to talk about is setting clear expectations. Have you ever visited a website that wanted you to sign up but didn’t explain what you stood to gain by handing over your email address and name? If so, you likely left their site and didn’t bother signing up for future emails.

You never want your visitors in this position. Instead, you should establish clear expectations on why visitors should want to fill out your form. There are varying reasons why a consumer might make the leap from visitor to subscriber. The more you know about your target audience, the more opportunities you will have to impress new visitors.

For instance, if your customers are looking for a specific product or service from your storefront, a popup with an exclusive discount in exchange for a subscription could be just the thing a visitor needs to see to subscribe.

Similarly, you can create lead magnets that add value to the lives of your customers. Lead magnets are premium pieces of content, like ebooks, infographics, and free online courses. In this case, the expectation for the user is typically a specific piece of information or topic within the magnet. If you want to continue building trust after a user subscribes, don’t forget to schedule your magnet to go out as soon as the visitor clicks the subscribe button.

Optimize Placement and Layout

The placement and layout of your form can have a dramatic impact on your conversions. Small changes can yield significant results. For example, removing links from your landing pages with contact forms can nearly double your conversion rate.

It’s believed that minimizing distractions leads to more signups because it limits what users can do once they make it to your landing page. But that’s far from the only way you can fine-tune your form placement.

We also suggest including your forms above the fold. In other words, users shouldn’t have to scroll to see your subscription offer. When your form is above the fold, it has a 68% chance of getting noticed by a visitor. Now, consider that the average rate for below-the-fold forms is 40%, and it’s easy to see how placement can directly impact engagement.

Display Social Proof

Next, let’s talk about the power of social proof. In marketing, social proof is the tendency of a consumer to engage with a brand because they see trust signals from other customers and businesses. For example, when visitors see that other customers had positive experiences with your product or service, they are more likely to subscribe to your email list.

There are several ways you can display social proof on your forms. We recommend adding a trust badge so consumers can see that other reputable brands have faith in your company. You’re likely familiar with trust badges from well-known security companies, including Norton and McAfee.

Research shows that adding trust badges results in an average increase of 42%! In other words, it’s possible to get almost 50% more registrations by strategically showing trust badges.

You can also add social proof to your form by showing user reviews and key statistics close to your form. A new visitor is more likely to enter their contact information if they see that 5,000 other people have signed up for your email list.

Experiment with Split Tests

Split tests are also an excellent way to get more form conversions. Split testing also goes by the name A/B testing. This strategy involves changing small elements of your contact form to make it more engaging and visible.

Research shows that split testing emails can lead to a 49% rise in conversions, and that number is very close to what you can expect after you spend some time testing.

We recommend picking one part of your form you want to improve. Now, decide on the change you want to make and show 50% of your audience one version of your form. The next step requires you to wait at least two weeks so you can gather enough data on user behavior. You want to make changes that are based on measurable data, not split-second observations.

If you see that your test resulted in more signups, you can assume that this change will result in more subscriptions across your website. Once you decide on a change, you can move to the next design element or continue measuring your progress once your split test becomes the standardized version of the form.

Conclusion

It takes time and patience to skyrocket your form conversions. Pick one or more of our tips that you think will help your brand grow, and implement them on your website. You may have to make adjustments along the way, but if you make an effort to continuously improve engagement on your form, you will see positive results.