Increasing Form Conversions

[JamesBSEO]

This post is deleted!

[TRICORSystems]

I received better results on a site by making the form shorter. If it's a long form, perhaps visitors a put off by it.

[USHoleInOne]

I agree long forms are tough for people but I see yours is pretty short. I think I saw two locations on your home page for two areas to fill out the form.

I think you might want to write Free Contact Form and skip asking for the phone number. I think you make it not a requirement anyway. The second location for your form leads you to another page with locations but your contact form is all the way to the bottom. Really tough to find.

I

[SL_SEM]

I am going to assume the form you are talking about is the form on the right hand side, and the form on the bottom of the contact us page?

If so here are my initial thoughts.

1. Simplify the home page - Remove extraneous content, or move it down the page.
2. Make the form the primary piece in the middle of the page with the SEO content below it,
3. Give context as to why they should fill it out with 1 or 2 sentences and some bullet points right above the form
4. Then if they aren't sure why they should fill it out they can always scroll down to read more.
5. The call to action in the banner, takes you to a page that doesn't "get them started"
6. "Submit Details to see if you qualify" is your leading statement on the form see below for why this isn't great...
7. "Submit now for a free case review today" is another call to action which provides little context, and probably uses the wrong vocabulary for someone who is worried about their car... check out the info below

So here is what I was thinking when I read the text on the page:

If I am not so tech savvy I may be asking myself "What am I qualifying for? Why do you need my details? And what kind of information do you need as a "message?"

So as a dev for the site I would personalize that form by putting myself in the shoes of the user. Which means putting it into the context of someone who is looking for help.

So for example I might do the following.

Change the lead in text to "Tell us about your case so we can help you:" or something similar to that.

Then change the form fields to use text similar to what is below, and remove the captcha field and replace it with JS honeypot fields or something like that.

Your Name

Your Phone

Your Email

"What happened?" or even "Tells us all about the problems"

This way I am trying to appeal to them as a user who is going through trouble, and I am saying I am here to help, and that in order to help them they need to tell me what happened.

The other call to action in the main banner is also problematic in that goes to a contact us page that doesn't really "get them started."

When I get to that page I see the form on the right is still in the same spot, and I am probably ignoring it at that point as it hasn't changed from what I saw on the home page. Also I am reading in an F shaped pattern down the page so this is probably in the worst spot for me to notice it as the primary action.

So I would suggest killing the right hand column on the contact page, OR move the the form to the middle, give a longer explanation of what the user can expect, and why they should fill out the form, and then I would put the address, and phone number info below, or move it over to the right hand column.

Overall I would probably make that form the main piece on its own page (separate from "contact us"), and probably even make it the center piece of the home page assuming I surrounded it with the appropriate context to get the user to sign up.

Simplifying the home page, making it easier to read (larger font, better spacing, less content above the fold but have it focused on the form), and focusing on WHY they should give you the information, and that you recognize their frustration and are awesome at helping them will probably help.

I really think the landing page for your call to action needs to be that way as well. Hitting "lets get started" and then looking at a map as the main content is not going to get me to fill out the form.

Hope that helps

[JamesBSEO]

Hey Charles-

Thank you very much for the detailed answer. I'll definitely run with some of those ideas (although the client is very protective of content and a little afraid of change).

James

[SL_SEM]

Yeah I know how that goes.

If they are running PPC I would suggest building a landing page with those ideas in mind and testing one versus the other, or use Google WSO to try it out for organic if they don't.

That would let the numbers do the talking, and no one with a brain will turn down better numbers unless they are ego driven

Other than that the other thing I was thinking was that it is totally possible the traffic increase is not good traffic, but I wouldn't go there until I got the landing page issues under control. If you are worried about this though a good indicator is usually the bounce rate, and time on site/page (which can unfortunately be tied to the landing page experience as well).