Your website is the calling card to your business and the contact form is the gateway your potential customers, employees, business opportunity or anyone visiting your site uses to get in touch with you. If this experience is overly complicated and requests unnecessary information from the user you can expect minimal or no conversion rates. A contact page designed to engage the user and simplify the process can improve conversion rates. This can results in users subscribing to your site, requesting information and purchasing your products and services.
What is a Conversion Rate?
The conversion rate measures the number of people who fill out the form and submit from the total number of people who see the form. The data can be calculated by Google Analytics. It gets the conversion rates by dividing the number of submission with the number of unique visitors on your contact form page. If for instance you have 2000 visitors last month and 1200 people submitted the contact form you would be very happy because your conversion rate would be 60%.
Simplify the Form
When you design your contact form ask yourself “What is the information I need without inconveniencing the user?” You might think you are providing more service by asking or in some instances demanding additional information, but this is not the case when it comes to online users. If you have a contact form with only three fields you will have a better chance of a user filling it out and clicking submit. These three fields are the name, email and comment. If you really think about it you don’t need anything else. If you respond to the question or comment the user is requesting you have a great chance of retaining the customer for the long term.
Make the Form Accessible
When you design your website the first thing you should do is to make sure all the links on your site work properly. If a user clicks on the contact link and he or she is directed to the privacy page your chances of a conversion is reduced dramatically. Once you have the link working properly place it in the left or right side column above the fold. This makes it more visible and if the users find your content engaging they might fill out the contact form. It should be noted the right side has a five to 10 % higher conversion rate.
Provide Hints and Instructions
If your contact form is long or requires specific information have tooltips along side each field explaining what is required. This type of help and instruction helps the user fill out the form properly and gets you the right information.
Make it Visually Appealing
When you design your contact form try to have some of the theme from your site represented in your contact form page. The colors and styles should be used in a more conservative manner so it doesn’t take attention away from the form. Try to find the right balance and don’t be afraid to try different forms until you find one that achieves the best results.
Another way you can differentiate your form is by personalizing your submit button with different words or designs on the button.
More and more people are using mobile phones and tablets as their computing device. Make your entire website mobile friendly. You have to remember it takes more time to fill out a form on your mobile device than it does a laptop or a desktop. By limiting the form to three fields you will have more opportunities to get conversion rates from mobile users.
The Follow Up
Before you create your contact form know what you are going to do with the information and how you will proceed in engaging the user to the next phase. Whether you are selling a product, service or asking for more information make it available as soon as the user submits the form. Automating the first response will keep the user engaged and give you the chance to move the relationship forward.
A website is designed to get the attention of your visitors so they can purchase, join or participate in what you are offering. A contact page is one of many tools you can use to keep track of your customers needs and demands. By using it the right way you can increase the conversion rate and retain the customers you have.