Whether you are using an online form builder like Formstack or you build your own online forms, there are some easy things that you can test to see what converts better. Below are three easy things that you can test on your online forms to test for better conversions.
Test #1: Linking vs Embedding
There are sometimes when linking to a hosted online form is inevitable, if you don't have access to your website or it is hard to make changes you may just need to link to a form that does not reside on your website. If you do have access to your site or CMS (Content Management System) try testing out what works better, embedding your form on your website or linking to a form.
Why this is a good test: This is a good test because trust is a key element in any online relationship. Whether it is a simple online survey or someone is purchasing something via an online order form they want to know that they information they give you is safe. Someone seeing a third-party link i.e. https://www.formstack.com/forms/123 vs seeing a form that is nicely embedded on your website can make all the difference. While the form embedded on your site is still hosted by a third-party (if using an online form builder) it looks and acts like it resides on your page, has your branding, and takes on the look and feel of your website. Online relationships, especially new ones are tenuous, do everything you can to make your customer or prospective customer feel like their information is safe, secure, and private.
Test #2: Length of your form
It probably seems obvious that a more compact form is better but it is surprising how many people who contact our support have really long forms. Usually the culprit is online contact forms or lead generation forms. Usually the thought is the more information we can collect the better. So people start down the path of "we definitely need a potential customers first and last name because that's what Highrise has in their lead fields, we definitely need an email address...and we should probably have their mailing address in case we want to send them something, and we want to see what industry they are in"...and on and on
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Why this is a good test: When you start adding features, software developers often call it "feature creep". When feature creep sets in, the product gets more cumbersome and more difficult to use. Avoid feature creep in your forms. Take the questions you want to ask in an online lead generation form and cut them in half...see how many more leads you get. Testing the length of your form allows you to see just how much information your users are willing to give you. If it's a lead generation form think of it as dating. You don't want to scare your date by over-sharing every little detail of your life, you want to hold some things back. Same with prospects to your site. Gather enough information to start a dialog, you'll have reason to go back to them and they won't feel like they just shared the world with you.