As marketers, there are plenty of practical things you can do to increase conversions. Employing responsive design on your website, auditing your SEO techniques and ramping up your content marketing efforts are all good strategies. However, if you're ignoring your "contact us" form, you could be losing consumers right at the conversion finish line. Some experimentation and A/B testing may need to take place, but here are some simple ways for you to start increasing "contact us" form conversions.
1. Take a Look at Page Placement
We know that page design already has a huge impact on conversions as a whole. Graphics placement, banners and navigation all can affect what kind of impression your Web page makes on consumers, and the same holds true for forms. Try placing your "contact us" form near the top of the page, "above the fold," so that browsers won't have to scroll down to see it.
2. Get Creative With Your Submit Button
While you might not put a second thought into the wording used on the "submit" button of your form, a consumer sees a big decision — one they could be a little nervous about. According to Formstack, changing the submit button to something a bit more descriptive can have a big effect on conversion rates. In fact, simply changing "submit" to "submit registration" more than doubles conversion rates.
3. Keep Your Form Short and Sweet
Though you might want to get as much information as possible from potential purchasers, the fact is that consumers don't want to waste a lot of time on finding out more information about a product or service that they haven't 100 percent committed to yet. Stick to the basics to get that initial conversion, and then worry about getting more details after they've converted.
While it's easy to think of "contact us" forms as a rigid part of your website, nothing could be further from the truth. Tweaking things like form placement, content and length could help when it comes to increasing form conversions — and could make the difference with your next campaign.
