Increasing "contact us" form conversions is a very effective way to generate new leads for your business, yet it still represents a hurdle for many marketers. Your SEO strategy does a great job driving traffic to your website, where your visitors might poke around on various pages — but when they get to your contact page, instead of filling out your form, they bounce. It happens all too often. Use these tactics and be on your way to increasing "contact us" form conversions on your site.
1. Keep It Short
Lengthy forms are a turnoff to visitors, so ask for the least amount of information you need. It won't be hard to convince eager clients, but for the most part these days, asking for a phone number is like asking someone to marry you before you go on a date. Unless your business is call-based, avoid this field. If you need that additional information, it's better to entice your prospects to give it later.
2. Keep It Simple
It may not seem like a big deal, but make sure your form is ordered sensibly. For example, ask for first name/last name, not last name/first name. Filling out your form should require a minimum of shifting between keyboard and mouse, so be sure to take advantage of auto-formatting. It's also a good idea to offer multiple opportunities for contact, including a "contact us" form on every page, as well as on a sidebar or in the footer, to capture the visitors who don't think to find your menu tabs.
3. A/B Testing is Your Friend
Simply adding one word after the word "submit" on your CTA button can boost your conversion rates by as much as 320 percent, according to data reported on by Socialnomics — but there's no reason to stop there. By showing equal groups of visitors different forms and seeing which one converts the most (in other words, by conducting A/B testing), you can move beyond hunches and on to data-driven results. This is also a good time to test pages with a compelling reason to click: an eBook, coupon, etc.
4. Highlight Errors
Sometimes your visitor still gets it wrong. Make it easy for them to find errors they made or places they're missing information in your form by highlighting them. You may even want to make it so that the cursor automatically appears in the problem field. A small tip: make sure your form is mobile-friendly. This will help users fill out the form correctly the first time if they're on a mobile device.
5. Give Them Their Privacy
The fear of being spammed may dissuade your customers from contacting you. If you can't make it obvious on the form itself, your "thank you" page should reassure consumers that their privacy is a major concern, and include a link to your privacy policy. Also, don't clickbait people into visiting your landing page. While it will get people there, they're likely going to bounce after feeling mislead.
