Attracting relevant traffic to your website is no easy task. But even if you have perfected your online marketing strategy and are getting a steady stream of engaged visitors to your site, the way people interact with your website’s enquiry form is no less important to get right.
You could be losing the very people you worked so hard to attract by not having an optimised enquiry form or the right funnel to that form. From the moment a potential user lands on your site, the user journey through to conversion begins.
This article was written by Sahar Dolev-Blitental, Marketing Executive at Pedalo Web Design. Pedalo is a full service web design and development agency with over 15 years of experience in creating beautiful websites that get results.
Optimising your website enquiry process
Here are Sahar’s eight tips for optimising your enquiry process and forms for improved conversions:
1. Emphasise your Call To Action (CTA) on every page
Your call to action should stand out to your target audience. The average user spends no more than 15 seconds on a page, so you really want to get their attention. The more your CTA stands out on your website, the more likely users are to click on it.
Choose a prominent position for your CTA, making sure it is easily accessible from every page on your website (as some users might land on an internal page as opposed to going through your homepage).
2. Reduce the number of clicks to the enquiry form
The fundamental point is that you save users time and effort, resulting in better conversions. Every click can cost you in drop offs. Removing excessive pages will make it simple for your users to reach your form and reduce obstacles.
Include only the information relevant to getting your users to sign up on your form, in a concise way.
3. Keep enquiry forms short and simple
In a case study to determine the most effective way to set up online registration forms, short forms (3-4 fields long) outperformed long ones by a landslide, garnering a conversion rate of 74.6% compared to only 50% from the longer form.
Only ask for fields that are absolutely necessary and make sure not to ask for the same field twice if your form has more than one step as this can avert users from registering.
4. Split up the enquiry form into parts for a more manageable experience
If a long form is split up into parts, it looks less intimidating. Users are more likely to continue filling out a form if they have already completed a section of it. If you show the user where they are in the form filling process, and how much more they have left to fill out, it will encourage them to complete it.
5. Use auto-fill and images wherever possible
The idea is to make the form as user friendly as possible, simpler to read and more aesthetically pleasing. Using auto-fill tools such as Address finder web forms (Crafty Clicks, for example) reduces time and effort, as well as input errors whilst filling out the form.
6. Reduce cognitive overload
If your form design is overwhelming, or you have too many elements on the page, this could distract the user form filling out your form. Branding is important, but keep the form design simple and stick to the necessary elements for the best results.
7. Reduce page loading speed
A one-second delay in page response can result in a 7% reduction in conversions (according to an article by KissMetrics). Make sure to test and optimise your page speed, and make revisions to your website if necessary.
8. Make your site mobile-friendly (responsive)
With mobile search overtaking desktop last year, it is more important than ever to make sure that your website is adapted to different devices, allowing potential users to register with ease from any device, even if they are on-the-go. Test your registration form on different devices to pinpoint and correct any issues that might come up.
Implementing these tips to optimise your registration process will result in higher conversions as well as increased user satisfaction. Always think about your website’s registration process from the user’s point of view.
Don’t be afraid to test, measure and tweak. And you can read more tips on improving your website’s performance on Pedalo’s blog.