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10 Form Optimization Tips to Get Better Conversions

So you’ve designed a fantastic landing page to advertise a unique deal. To convert your diligent effort into leads, you’ll require form conversion.

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Your visitors’ experience will be influenced by the placement of your forms, their layout, and the language you use in your call to action. If you get these components correct, you can expand your lists.

Table of Contents

What is a form conversion?

When a visitor successfully submits a form on your website, this is known as form conversion. To sign up for a newsletter, receive a special offer, or make a transaction, use this form. The initial, crucial stage in creating your list of leads is form conversion.

2% to 5% is considered to be a “excellent” conversion rate, according to CRO platform provider Adoric. Only 22% of businesses, according to Hubspot study from 2020, were pleased with their conversion rates. With a 15% conversion rate in 2020, email collection forms were the best tool for converting clients.

10 Tips to Optimize Form Conversion

You must update both your webpage and the form itself if you want to improve your underperforming lead-generation forms. Start by following these 10 pointers to improve form conversion.

Move your form above the fold

On your landing page, conversion forms should be visible above the fold. Visitors shouldn’t have to scroll down the page to see your form, to put it another way. You don’t need to look hard to find your offer. Your lead creation process will become more frictionless if you do this.

For instance, visitors to the landing page below immediately understand that they must complete the free trial form.

Make the headline a CTA (Call-To-Action)

Make your title a call-to-action to persuade visitors to fill out your form. This clearly explains to your visitors what they will receive after signing up. For instance, the call-to-action on the form below reads, “Start Your Free Trial Now.” The message is then reiterated in the button at the bottom of the form with a similar call to action.

If you’re unclear of what to put in your form headline, have a look at the list below.

  • To Receive Your Free [OFFER]
  • Enroll in [OFFER]
  • Register right away for [WEBINAR/EVENT]!
  • Yes, Please Accept My [OFFER]
  • Get the [OFFER] now.
  • Request Your [OFFER]
  • Reserving a seat for [WEBINAR/EVENT]

Include the right fields

Use the Goldilocks approach when constructing your form fields and look for the ideal quantity. A lengthy form will intimidate users and deter them from completing it. Shorter forms can yet result in a large number of submissions, but your leads might be of poor quality. Find the ideal number of fields to generate high-quality leads without frightening off potential customers.

Your form’s length is determined by two things. The stage of your buying cycle known as offers. You could only want to ask for first name, last name, and email if you’re offering a free checklist or infographic. More comprehensive lead magnets, such as a whitepaper or ebook, however, show that prospects are further along in their research. In these circumstances, request additional specific information. the quantity of leads you produce. 

Add more fields to your forms if your sales staff needs to sort through a lot of leads. This will help your reps better qualify each lead and decide which ones are worth calling. Even though more fields could result in fewer leads, these leads frequently have higher quality.

Make the required fields noticeable

If you’re still concerned about the length of your form, decide which information is absolutely necessary and which is optional. For instance, Nauto, a provider of fleet safety software, created the form below to obtain sales-qualified leads. They feature mandatory fields for the job title, fleet size of the company, and major vehicle type in addition to the standard form fields.

There are fewer but better leads as a result of this mandatory information. In other words, their sales representatives will utilize their time well to close these prospects. Required fields are normally shown with an asterisk (*). No asterisk will be present in optional fields.

Hide completed fields

The conversion forms on HubSpot are lengthy for first-time visitors. We have a lot of leads, so we need more form fields to assess the quality of the leads. This enables us to rotate the leads to the appropriate salespeople. However, we only display these additional fields to new visitors. Have you noticed the form difference?

By enabling smart form fields, we achieved this. When a contact signs up for an offer for the first time, you can collect their information with the use of smart form fields. What’s best? Because you may generate questions specifically for a group of your audience, they improve the user experience for visitors.

Optimize your submit button

We discovered that “Submit” buttons had lower conversion rates after analyzing the landing pages of over 40,000 HubSpot users. Meaning that missed opportunities will result from the submission button’s default text. Your submit button provides one more opportunity to persuade visitors to complete those last few fields. Change the language of this button to reflect your offer for higher conversion rates.

Here are some examples.

  • Obtain This Book
  • See the Demo.
  • Show Me This Slide Show
  • Request Your Coupon
  • Claim Your Seat

Each of these calls to action is more appealing than “submit.”

Do an A/B Test

It’s not optimal to pick a CTA color at random. You can make a more educated judgment by using an A/B test. Performable first experimented with red and green CTA buttons. What did they discover? The red button has a 21% higher conversion rate than the green button. Picture Source Pro tip: Choosing a CTA color starts with understanding color psychology. However, do A/B tests to identify the hue with the highest conversion rates if you truly want to learn what color resonates.

Guarantee Privacy

You must link to your privacy statement in accordance with the laws of the United States, the European Union, Canada, and Australia. A privacy statement not only allays visitors’ concerns, but it also gives you credibility. Your conversion rate may go up as a result. You can include a snippet and a link to your privacy statement in your form before the submit button. This is how it appears on our forms. Picture Source If you’re unsure of what should be on your privacy page, look at HubSpot’s privacy statement for some inspiration. One of the most popular pages on our website is this one since visitors want to know how we’ll use their contact information.

Use the right layout

Understanding human behavior is necessary to choose the best form layout. The greatest forms make filling them out easy for prospective leads. Here are some tips for improving the design of your form. Put form labels in front of the appropriate input fields. A form should not be divided into more than one column. Ask just one query each row. Match the input field size to the anticipated length of the response. Let’s use the form below to apply these best practices.

The lengths of the input fields are perfect for both first and last names. The email field, however, is not optimized because most business emails are not very long.

Consider multi-page forms

Maybe you need to collect more user information to find quality leads. A long, one-page form can deter potential customers. Instead, you may design a form that has numerous pages to help the user experience. Let’s examine the form below as an illustration. The visitor’s name is all that is required on the first page. The person’s contact information is collected on the second page, and business-related information is collected on the third. The size of the business is requested on the last page. 

The form has more questions on each page than the one before it. The visitor isn’t overwhelmed by the amount of information they need to submit, though, because there are many, simple processes.

Getting started

Requesting information isn’t sufficient on its own. To generate leads, your forms must offer a simple user experience. Additionally, you’ll need appealing offers supported by excellent design and the appropriate content. It will take time to become an expert in form conversion. Keep in mind that improving your conversion rate will require some trial and error. 

Try out several positions and messages to see what resonates. Keep a record of the best practices that are effective for your organization especially.


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