How To Increase Form Submissions?

Form submissions, often overshadowed by flashy digital marketing elements like social media and video content, are vital to online business success. Their unique role highlights their importance in digital strategies, especially when your client wants to increase form submissions and phone calls, fostering deeper connections with website visitors. Achieving higher form submissions requires a balance of design and functionality, focusing on streamlined fields, conditional logic, and compelling CTAs.

What is form submission?

Form submission occurs when a user fills out and submits a form on your website, sending their input directly to your database or email. Forms can serve various purposes, such as newsletter subscriptions, feedback collection, contact inquiries, or product purchases.

Why increase form submissions?

Increasing form submissions is essential for businesses and organizations aiming to enhance their online presence and foster growth. Here’s why it matters and how it contributes to your success:

1. Improve customer engagement

Forms create a direct communication channel and can:

• Encourage Interaction: Invite users to share thoughts or feedback.

• Build Trust: Easy-to-use, transparent forms foster confidence.

• Facilitate Two-Way Communication: Respond to inquiries and provide tailored solutions.

2. Generate leads

Forms are effective tools for capturing potential customers by:

• Expanding Your Contact List: Each submission adds a new prospect.

• Qualifying Leads: Targeted questions identify genuinely interested leads.

• Nurturing Relationships: Use submissions for personalized communication and offers.

3. Collect valuable data

Forms provide data to drive strategy and innovation by:

• Gaining Insights: Understand customer preferences and behaviors.

• Improving Offerings: Tailor products or services to audience needs.

• Measuring Performance: Track form metrics to refine efforts.

How to design forms for higher submission rates?

Creating effective online forms is essential for capturing user information, generating leads, and driving conversions. A well-designed form can mean the difference between a user completing or abandoning the process. Here’s how you can design forms that encourage higher submission rates.

1. Keep forms short and straightforward

Lengthy and overly complex forms often discourage users. By focusing on the essentials, you can create forms that are quick and easy to complete. Ask only for the information that is absolutely necessary for the purpose of the form. If additional details are required, consider collecting them at a later stage.

2. Limit number of fields

Each additional field in a form increases the effort required by users. To maximize submission rates, keep the number of fields to a minimum. For instance, instead of asking for both first and last names, consider combining them into a single “Full Name” field, or evaluate whether a name is needed at all.

3. Use conditional logic

Conditional logic can significantly improve the user experience by only showing fields relevant to previous answers. This dynamic approach makes forms feel less overwhelming and more personalized, encouraging users to complete them.

4. Use clear and compelling call-to-actions (CTAs)

The submission button is critical. Craft CTAs that encourage action:

Use Action-Oriented Language

Replace “Submit” with phrases like:

• “Get My Free Ebook”

• “Sign Me Up”

• “Start My Free Trial”

Make CTAs Visually Striking

Make CTAs stand out with contrasting colors, bold fonts, and ample white space. Ensure buttons are large enough to be easily clicked.

5. Optimize forms for mobile users

Mobile-friendly forms improve user experience and reduce frustration.

Ensure Responsive Design

Responsive forms adjust to fit any screen size, ensuring fields and elements are well-positioned and legible.

Simplify Input for Touchscreens

Design for touchscreens with large, tappable buttons and minimal typing. Use dropdown menus, checkboxes, and autofill options. For dates, provide a calendar picker.

Importance of form placement on a website

Forms play a critical role in website user experience and conversions. Whether it’s for collecting leads, signing up users, or facilitating purchases, the placement of forms on a webpage can significantly impact their effectiveness. Strategic placement ensures forms are seen and used by visitors, driving higher engagement and better results.

1. Above the fold vs. below the fold

The choice between placing forms above or below the fold depends on your goals and user behavior. “Above the fold” means users see the form without scrolling, offering immediate visibility. “Below the fold” lets users engage with content first, building trust before prompting action. Balancing visibility and user intent is vital.

2. Higher visibility above the fold

Forms above the fold are seen instantly, which is effective for:

• Time-sensitive offers: Quick access for campaigns like discounts or event sign-ups.

• Single-purpose pages: Simplifies actions like newsletter subscriptions.

A clean design with clear calls-to-action ensures forms above the fold attract attention without overwhelming users.

3. On high-traffic pages

High-traffic pages, like homepages or popular blogs, are ideal for forms to:

• Capture a larger audience: Maximize lead generation with strategic placement.

• Increase engagement: Use forms for newsletters or free resource downloads.

A/B testing can refine form placement and design to improve engagement.

4. Landing pages

Landing pages are designed for conversions, so form placement here is critical:

• Position for impact: Above-the-fold placement works best for focused goals.

• Minimize distractions: Keep the design clutter-free to spotlight the form.

• Highlight benefits: Use a compelling value proposition to motivate users.

Well-placed forms on landing pages often lead to higher conversion rates.

5. Main product pages

On product pages, forms should assist user decisions. Examples include:

• Contact forms: For additional product information.

• Email capture forms: For updates or promotions.

• Checkout or inquiry forms: Simplify purchasing or inquiries.

Place forms near key product details or call-to-action buttons to ensure accessibility without disrupting the browsing experience.

Utilizing A/B testing to improve submissions

A/B testing is a powerful way to optimize user experiences and improve submissions. By experimenting with design elements, layouts, and placements, businesses can identify what resonates best with users. Here’s how to use A/B testing effectively:

1. Test different form designs

Form design greatly affects interaction and submission rates. Experiment with:

• Field Length and Type: Test shorter forms versus detailed ones, and vary dropdowns, radio buttons, and text fields.

• Input Labels and Instructions: Compare inline labels with those above fields and try concise versus detailed instructions.

• CTA Button Design: Evaluate different shapes, sizes, and wordings, such as “Submit” versus “Get Started.”

2. Change layout

Form layout influences user perception. Test:

• Single-Column vs. Multi-Column: Single-column forms may be simpler, while multi-column designs save space.

• Field Grouping: Organize related fields together for clarity.

• Alignment: Test left-aligned versus center-aligned forms to suit user preferences.

3. Alter color schemes

Colors affect behavior and perception. Experiment with:

• Background and Text Colour: Ensure good contrast for readability and test light versus dark themes.

• CTA Button Colour: Try colors like green, blue, or red to see which gets more clicks.

• Highlighting Required Fields: Use color to clearly mark mandatory fields.

4. Test different placements

Form placement is crucial for visibility and interaction.

Sidebar vs. Main Content

• Sidebar: Subtle and ideal for supplementary offers.

• Main Content: More prominent, suitable for primary CTAs.

End of Content vs. Popup

• End of Content: Encourages action from engaged users.

• Popup: Highly visible but potentially intrusive. Test timed or exit-intent popups.

Leveraging incentives to increase submissions

Increasing submissions can be challenging, but the right incentives can significantly boost participation. By offering value in exchange for a submission, you encourage engagement and build connections. Here are effective strategies to achieve this.

Offer discounts or freebies

Discounts or freebies are excellent motivators for submissions. A well-planned incentive can drive immediate action.

Immediate Discounts for Submission

Providing an instant discount, such as 10% off for filling out a form or signing up, works well for e-commerce or product-based businesses, offering immediate value to customers.

Entry Into a Prize Draw

Running a prize draw adds excitement and competition. Submissions serve as entries for a chance to win high-value prizes like gadgets or experiences. Ensure transparency about odds and draw dates to maintain trust.

Provide valuable content or resources

For information-focused businesses, offering valuable content attracts genuinely interested individuals and creates a more qualified audience.

Ebooks

Ebooks addressing common problems or offering expert insights are highly effective. For example, a marketing consultancy could share a guide titled, "Top 10 Strategies to Boost Your Online Presence." Quality content enhances your brand’s credibility.

Exclusive Videos

Exclusive videos, such as tutorials or expert interviews, are engaging incentives. A fitness brand might provide special workout routines accessible only after submission. Visual content captures attention and drives conversions.

Ensuring form security to build trust

Form security is paramount to establishing trust with your users. Whether collecting sensitive information like payment details or basic contact data, prioritizing security not only protects your users but also enhances your credibility. Here’s how you can ensure your forms are secure:

1. Use SSL certificates

An SSL (Secure Sockets Layer) certificate encrypts the connection between the user’s browser and the server, protecting data from interception. Websites with SSL certificates display "https" in their URLs and a padlock icon.

Benefits of SSL Certificates:

• Data Protection: Safeguards sensitive data like credit card numbers and login credentials.

• User Trust: Signals that the website prioritizes security.

• SEO Boost: Improves search engine rankings.

2. Encrypt data in transit

Encrypting data in transit adds another layer of security, encoding information to make it readable only by authorized parties. Robust protocols like TLS (Transport Layer Security) protect data during transmission.

Steps to Ensure Data Encryption:

• Use modern standards like AES (Advanced Encryption Standard) with 256-bit keys.

• Disable outdated protocols like SSL 3.0 and TLS 1.0.

• Employ end-to-end encryption for highly sensitive forms.

3. Display security badges

Security badges provide visual reassurance to users that your website and forms are secure. These badges, often from trusted security services, demonstrate your commitment to safety.

Types of Security Badges:

• SSL Badges: Highlight encrypted connections.

• Payment Security Badges: Show PCI DSS compliance for e-commerce.

• Third-Party Verified Badges: From services like McAfee Secure or Norton Secured.

4. Trusted security brands

Partnering with recognised security brands enhances your website’s credibility. Familiar logos from reputable companies reassure users of your site’s integrity.

Leading Security Brands:

• Norton Secured: Known for high security standards.

• McAfee Secure: Offers comprehensive protection.

• Comodo: Specializes in SSL certificates and trust solutions.

• Trustwave: Provides PCI compliance and advanced security services.

Showcasing these partnerships can significantly boost user confidence.

Analyzing form submission data

Understanding how users interact with forms is key to improving their performance and driving better results. By leveraging analytics, you can identify areas of improvement, reduce drop-offs, and boost conversion rates. Here's how you can analyze form submission data effectively:

1. Use analytics to track form performance

Track key metrics like submissions, time spent, and bounce rates to assess form performance. Tools like Google Analytics or Hotjar can help pinpoint strengths and weaknesses.

2. Conversion rates

Conversion rates measure the percentage of users who submit a form after viewing it. Improve this by:

• Ensuring the form’s purpose is clear.

• Using a clean design.

• Offering incentives for completion.

3. Abandonment rates

Abandonment rates show how many users start but don’t finish a form. High rates often signal issues like length, design, or complexity. Simplify forms to address these issues.

4. Identify and fix drop-off points

Use tools like heatmaps to identify where users abandon forms. Target problem areas by:

• Clarifying or removing confusing questions.

• Ensuring mobile-friendliness.

• Breaking long forms into manageable sections.

5. Simplify complex questions

Simpler questions enhance user experience. Use clear, conversational language, avoid jargon, and provide tooltips if needed.

6. Adjust form length

Shorter forms reduce user fatigue and boost completion rates. Prioritize essential fields, use progress indicators for multi-step forms, and test different lengths.