How to Turn Your Contact Form into a Highly Converting Machine

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Optimising contact forms may lead to a marked improvement in the conversion rate of your website.

Have you been investing a lot of time and resources into digital marketing and search engine optimisation, but are still struggling to improve the conversion rate of your website?

You are not alone, according to the 2016 Econsultancy conversion rate optimisation report , only 22% of businesses are satisfied with their conversion rates.

The problem might be lying on your contact form, where one little mistake or design flaw can significantly reduce your website's ability to convert. That is why you should consider adopting the following measures to remedy the situation.

1) Make your Form Fields as Brief as Possible

The temptation of asking too much information for purposes of a quick and easy follow up will always be there, but having to fill out too many fields in a form can be off-putting to your potential customers.

Research findings from Unbounce indicate that asking for a phone number results in an average 5% dip in conversion rate, while asking a customer's age reduces the conversion rate by an average 3%.

Create a contact form with as few fields as possible and stick to necessary information only. You can always ask for more personal details along the way through alternative channels like email.

2) Track Analytics Data and Make Changes When Necessary

Use Google Analytics to see where your contact us page is failing. You should also set up a goal conversion funnel to get a clear picture of how many visitors arrive on the page and how many actually convert. Be sure to also track email registrations and downloads that come from the contact form.

3) Make Sure the Form is Well Designed

When it comes to web page design, forms always a take a back seat. The lack of attention to form design can however, kill the potential for conversions. It is therefore important to pay particular attention to styling. The font should not be hard-to-read and the page should be responsive. Good branding, header images and descriptions will ensure your contact form gets noticed. Test your form on different platforms like PCs and phones and tablets to see how it responds.

4) Provide Alternative Contact Details

In this fast-paced digital age, many visitors are so pressed for time that they would prefer to make a quick phone call instead of filling out a form and waiting for feedback. It is important that you provide alternative contact means like the 'call us now' and social media buttons, which will create much needed convenience for the whole cross section of your visitors.

5) Ask for a Business Email Address

Ensure that you specifically ask for work or business email addresses from visitors that land on your contact form. It has been proven that changing the label from 'email address' to 'business email address' can dramatically increase the number of professional email addresses you receive, which is really a great thing because it means that your email marketing initiatives will be more likely to arrive when your prospects are at work making business decisions.

Above all, do your own testing to see what really works for your business. You can achieve this by tracking your tweaks and conducting periodical A/B tests on your contact forms to discover features that perform better.

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