8 sure-fire ways to increase lead form conversions

We all have one. The contact form is omnipresent, and I defy you to find a website that does not have one. The average B2B form completion rate is 2.23 percent, according to a post on Search Engine Land (form submissions to page views).

The wealthiest 10% of the population converts at a rate of 11.7 percent. Between the average and the best, the conversion rate is 532 percent higher. What is your current conversion rate?


Reducing the amount of fields is a good idea. Is it necessary to inquire for a street address? Reduce the amount of fields to the absolute minimum. Naturally, this will be determined by your specific requirements. Do you require anything more than a first name and email address in order for someone to subscribe to your enewsletter? No, I don’t think so, and you might not even need the first name. Reducing the amount of fields on a form improves the conversion rate and increases form submissions, according to research.

All optional fields should be removed. Consider that for a moment. Including optional fields is a hopeful strategy. You’re expecting the visitor would be generous and provide further details. If the information isn’t absolutely necessary, don’t include it. It’s fine to make a field necessary if you really need the information.

Don’t lose sight of why you’re filling out a form. Don’t use a form if you’re not going to do anything with the information it collects. If it’s a “contact us” form, the goal can be to make it easy for a prospect to reach out to your sales team. If the form is a gate in front of a high-value piece of content, don’t use it unless you’ve thought about what you’ll do with the information you collect.

The phone number field should be removed. Because it’s a contact form, you’re probably thinking it’s insane. Many (if not all) consumers who fill out the form to request information do not want to be contacted by your sales team. They simply want to know what’s going on. If you really need the phone number, they’ll usually give you a bogus one.

It’s simple to locate the phone number if your contact form follow-up process includes a phone call from the sales team. People are typically deterred from obtaining information if they are obliged to provide a phone number.

Make the form appear simple and uncomplicated. Numbers 1,2, and 4 above, as well as the layout and format, help to make the form appear straightforward and easy to fill out.

By keeping the text and directions to a minimum, a basic layout and structure can be accomplished. Make the fields welcoming and open. The best labels are those at the top of the field. Maintain a single column in the form.

Make the button text a command that encourages people to take action. ‘Submit’ does not inform them of what will happen next. The biggest worry we all have when it comes to forms is not knowing what will happen once we hit the “Submit” button. ‘Request a Call,’ ‘Request Contact,’ or ‘Request Price’ should be the text. Reiterate the reason for the form so that they are prepared for what comes next.

Make use of a confirmation landing page and an email confirmation. Thank them for their request and inform them that the form has been received. Redirect them to a new landing page with a substantial thank you statement as soon as they push the button.

Include contact information for them to call or email directly if the situation is urgent. Send an email from the regional salesperson or another relevant person thanking them for their request and letting them know what to expect. These emails are simple to automate. Above all, be certain you follow through on your pledge. If you say you’ll contact them within 24 hours, be sure you follow through.

Test, test, and test some more. All aspects of the form should be tested. Establish some key performance indicators (KPIs) so you can compare trends to a standard. Use your testing to back up these suggestions. The amount of fields, the layout, the button wording, colors, and the form’s location on the page, among other things, should all be tested. Only one variable should be tested at a time. Within six months, if you test one variable per month, you will have a highly optimized form.

Here’s an example of a well-optimized form that incorporates all eight concepts. It’s clear, simple, and only uses essential information. The words ‘Send Message’ are used on the button, and the viewer is asked to do a specific action. It’s possible that your form will have fewer fields. Keep in mind that you should only request information that you require and will use.

how to boost the number of people who fill out a form

We all want visitors to our websites to fill out our contact form. Reduced friction is the key to increasing conversions. Reduce friction with these eight suggestions, and your form conversion rate will skyrocket. What are the benefits to you? Your sales pipeline will be flooded with leads.

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