Website forms are the perfect way to get more information about prospective customers and get more leads, but not all forms are created equal. Here are a few things you can do to make your web forms convert.

10 tips to increase web form conversions

#1. Get the layout right

How your web form looks will have a direct impact on how effective it will be at getting people to convert. Sometimes, even the smallest detail can make a difference in whether or not someone fills out the form.

Never break up your form into multiple columns. Instead, make it easy to read by sticking with just one question per row. Also, don’t make your input fields too long. Match the length of your input fields to the length of your expected answers.

#2. Make sure it’s visible

Unsurprisingly, where your form is located on the page plays a big role in how many people will actually fill it out. If your form is hidden at the bottom of the page, for example, many of your visitors probably won’t even see it.

Your website form should be somewhere super visible where everyone who visits your page will see it. Preferably, the form should be placed above the fold on your page (the visible part of the page without scrolling) and made to stand out from other elements by surrounding it with white space.

#3. Avoid using too many fields

No one wants to have to write a novel to fill out a web form, or to have to spend more than a minute or two doing it. Having too many fields can make your form appear to be too time-consuming.

According to HubSpot, as the number of form fields increases, the conversion rate decreases. So, how many fields should you aim for? The sweet spot seems to be three to four fields, but in general, the fewer the fields, the better.

#4. Don’t use CAPTCHA

Getting spam from a website form is downright frustrating, and using a CAPTCHA is a very effective way to filter it out. However, it comes at a price — a lower conversion rate for your form.

Real-life people don’t love having to deal with CAPTCHAs, which is why some will just avoid filling out your form altogether. Since forms built in Marketing 360® Forms are embedded from Marketing 360, you get additional protection from spam without having to use a CAPTCHA.

#5. Choose the right color for your CTA

The color of your CTA (call to action) seems like a small thing that shouldn’t really impact much, but the reality is that it can make a huge difference in how many people actually fill out your form.

The color of your CTA should be in line with the rest of your branding, but it also needs to stand out and be obvious to visitors. For best results, test out different colors to figure out what works best for your page.

#6. Harness the power of social proof

Social proof is incredibly important these days. People want to know that they’re making the right choice, and they look to other consumers to guide them. Think about how popular reviews, testimonials and social influencing is!

You can harness the power of social proof to increase web form conversions. Including a phrase, like “More than 500 people have already signed up for our newsletter,” will help to encourage people who are unsure.

#7. Make it mobile-friendly

Most people have a smartphone in this day and age, which means that they no longer have to use a computer to access your website. Whatever device they choose to use, you need to make sure that they are able to seamlessly complete your form.

Your website forms, just like every other part of your website, need to be responsive and mobile friendly, so that all of your visitors have the same experience.

#8. Have a strong value proposition

No one is going to fill out a web form for the fun of it. They do so for a specific reason, whether that’s to request a contact from you or get an estimate, sign up for your newsletter, etc.

Let’s say you’re hoping to get signups for your monthly email newsletter. People need to know why they should sign up. Do you offer expert tips and advice? Will they be able to get exclusive offers and deals? Whatever the benefits of signing up, make that clear to your visitors.

#9. Tell users what to expect

Mysteries are great when you’re reading a book or watching a movie, but in real life, people are less than excited about being left in the dark.

Your visitors are going to want to know what to expect when they fill out your form. Something as simple as changing your “submit” button to say “Get a free quote!” can make a huge difference in the number of conversions you see.

#10. Don’t ask for too much

The more information you ask for, the more likely you are to get a low conversion rate on your web forms. Keeping it simple by just asking for the information you really need, like an email address, can help to increase conversions in a big way.

Also, make sure that you’re not overly picky about how the information is conveyed. For example, if you’re asking for a birthday and it’s formatted with forward slashes instead of dashes, you shouldn’t make them re-fill out the field.

Marketing 360 Forms makes it easy to build forms that embed directly into your website and seamlessly sync with the CRM. With Forms, you can collect emails, request reviews, accept donations and payments, get leads and so much more. See our plans and pricing.