Increase email signups and convert traffic to leads.
Decide a goal for your form and identify what kind of information you need to collect from web visitors.
A few reasons you might want to create a web form for your visitors include:
- Collecting email newsletter sign-ups.
- Creating a user-friendly checkout process for ecommerce.
- Scheduling reservations or appointments.
- Requesting a quote or product demo.
- Providing a contact form for users to send your team a message.
- Collecting an email address in exchange for a special discount or a free download.
- Conducting a customer satisfaction survey.
Figure out what information you need to collect from the user. For example, an email subscription signup would only require one email address field. An online checkout form would require more information, such as the customer’s name, email, phone number, and payment details.
Decide whether you need a one-page or multi-step form based on the amount of information you need to collect.
It’s best to keep the layout of your form as simple as possible, so it doesn’t appear overwhelming or complicated to the user:
- A one-page form is ideal for short simple forms, such as a lead capture that just requires an email address to access your special offer.
- A multi-step form is useful when you need to include several text fields that can be broken up into different steps that will be displayed on different pages of the form. Breaking up longer forms like this into sequential views will help streamline the process for the user and make it less intimidating to complete.
For example, a checkout page might begin with a form for the user to fill out their name and contact information, then proceed to another page to fill out their billing info, and another page for their shipping info.
Select a form-building tool that has all the features you need.
- Easy integration with your CMS, CRM, and email marketing software.
- Functionality with web browsers’ auto-fill features.
- Compatible with your payment processing service.
- Easy-to-use creation and design process.
- Customizable layout and design.
- Supports automatic email responses.
Some examples of form builders include:
- HubSpot Online Form Builder.
If your team has a web developer, you might also opt for having them further customize your form with HTML and CSS, or create one from scratch.
Consider design elements that will help generate more conversions, such as a clear and bold title, a simple layout with only the necessary fields, contrasting colors, and inline field names.
Each of these elements can lead to more conversions:
- Clear, bold title: This draws attention to the form and instantly communicates what the user can gain from completing it.
- Simple layout with only the necessary fields: This helps avoid cluttering the form or making it appear overwhelming to complete.
- Contrasting colors: This can help draw attention to the form.
- Inline field names: This eliminates any confusion as to what each text field is asking for.
Use actionable and benefit-oriented copywriting leading up to the form and in its title and action button.
Using persuasive language that clearly and concisely illustrates what the user will get out of the interaction can help boost your conversion rate.
For example, an action button that says Sign up doesn’t illustrate any benefit for the user. Instead, you can write something like Get started today for free, which clearly describes the value the user will receive.
Make the form mobile-friendly by keeping the layout to a single column, enabling autofill capabilities, and using large text and action buttons.
This will ensure your form is easy to complete, regardless of the type of device your users are viewing it on. Reducing the amount of friction that users face when interacting with your form will create easier navigation and user experience, leading to more completed forms and generated leads.
Place your form above the fold on a web page. You can also consider using a heatmap tool to discover where the best placement for the form is, based on what areas users pay attention to most on that page.
Placing something above the fold means the viewer doesn’t have to scroll to find it, it appears near the top of the web page when they land on it. Use a heatmap tool like Crazy Egg, Hotjar, Clicktale, or Mouseflow.
Conduct A/B tests to adjust the design and functionality of your form, to further optimize your results and increase conversions.
By testing different variations of your form directly on your web visitors, you can identify what truly works best for your audience and make improvements that are tailored to create the best user experience for them.