Are you struggling to improve your web conversion rates? While you might have spent countless hours perfecting your ads, landing pages, and follow-up emails, it’s easy to overlook the impact that your web form performance can have. In fact, optimizing your web forms can be a game-changer for your conversion rates. In this post, we’ll discuss the various elements of a form that you can A/B test to continually improve your web conversion rates.
Form Length
Test the length of your form, and try to find the sweet spot between collecting enough information from your users and keeping the form short enough to avoid abandonment. This is a delicate balancing act as you will want to ensure you are getting the right data for your sales team to act on, so make sure to discuss with them what they really need. You can split test short forms against longer ones with more fields to see which performs better. You can also experiment with the order of the fields.
Field Labels
Test the wording of your field labels to see if changes in language make a difference in how users perceive the questions being asked. Small changes like using different phrases, rewording questions, or changing the tone can have a big impact.
Call-to-Action (CTA)
Test different types of CTAs, such as "Download now" versus "Get my free guide," to see which ones have the most impact. You can also experiment with the placement, size, and color of your CTA buttons.
Images & Videos
Test the impact of images and videos within your form messaging as these can help to increase engagement and conversions. You can experiment with different types of media, placement, and size to see what works best.
Social Proof
Test the inclusion of social proof within your form messaging. Test including customer reviews or logos of well-known brands, to see if it helps to increase trust and conversions. You can experiment with different types and placement of social proof elements.
Error Messaging
The messaging used to indicate an error in the form can also impact completion rates. Test different error messaging options to see which ones are most effective at helping users correct errors and successfully submit the form.
Field Placeholders
Field placeholders can provide guidance and context to the user, which can be especially helpful for longer or more complex forms. Test different field placeholders to see which ones are most effective at reducing confusion and increasing completion rates.
Field Types
Test different types of fields, such as radio buttons, dropdown menus, and text fields, to determine which ones encourage more user engagement and completion.
Confirmation Messaging
The messaging displayed after the form is submitted can impact the user experience and can also encourage them to take additional actions. Test different confirmation messaging options to see which ones are most effective at encouraging further engagement.
Form Layout
Test different layouts for your form, such as placing all fields on one page versus breaking the form into multiple steps. You can also test variations on the layout, such as putting the form in a pop-up or embedding it within the page.
Progressive Profiling
Instead of asking for all the information upfront, consider gradually asking for more information over time. Test out different progressions of questions and see how they affect completion rates and lead quality.
Messaging
The introduction message on your form can play a crucial role in setting expectations and encouraging users to complete the form. Use this space to remind people of the value proposition and make it a worthwhile exchange for their data. Test different messaging options to see which ones resonate best with your audience and encourage the highest completion rates. Consider using language that communicates the benefits of completing the form, such as "Please complete the form to receive your free guide" or "Fill out the form to get exclusive access to our latest content." Keep in mind that the messaging should be concise and easy to understand, while also effectively communicating the value of filling out the form.
Improving your web form conversion rates is a continuous process that requires careful consideration of several elements. By A/B testing different variations of your forms, you can discover which changes lead to better user experience and increased conversions. Don’t miss out on the opportunity to optimize your forms and boost your conversion rates. Get in touch with us at Formulayt to learn how our platform can help you run effective A/B tests and make data-driven decisions that enhance your user experience.