Lesser-Known Facts about Form Design affecting Conversion Rates

August 12 2014

Forms are one of the deciding factors in boosting conversion rates. Sometimes, the websites includes a number of fields in the form and don’t even realize the need to ask the contact number. This is where they lack. A properly designed form counts!

Also, there are many questions that need to be answered:

  • Do conversion rates vary according to the industry?

  • Does form logic actually count?

  • Does number of form fields matter?

  • Is there any peak form submission time(s)?

  • What’s wrong with labeling a button as ‘Submit’?

Let’s take up all the questions one by one.


Number of Form Fields

The number of form fields does count a lot, but not exactly in the way, people think.
An ideal conversion optimization advice will recommend including as less fields as possible to increase the conversion rate. But, at the same time, the kind of form counts a lot. For instance, users filling out a form on the order page will get annoyed in filling in excessive fields, while a user registering for a contest will be happy to fill the array no matter how long it is.

In other terms, you need to compare the amount of information you are requesting to the information your customer is receiving from you. For example, if you are providing a trial service for a tool, asking for the annual salary of the consumer is just too foolish.

Impact of industries on conversion rate

Conversion rate does vary according to the industries with businesses and technology sector usually getting higher conversion rates. Although, the actual results depend on the marketing strategies adopted. You can use a form builder that can show you how to create forms that can boost your conversion rates.

Peak Form Submission Time(s)

Some of you must have heard about peak email sending times and social posting times. But have you heard about peak form submission times? Yes, they actually exist depending on what is getting submitted.

It is noted that usually the donations and event registrations are made at lunchtime while contest registrations are made at dinner time or later.

Form Logic

By form logic, we mean ‘if the user chooses X, show them field Y’. These are nothing but smart forms. These forms use a consumer’s action to determine what fields come subsequently. For example, if you are looking for SUV cars, the car pricing quotes will not include hatchback cars in the results.

Smart forms specifically show fields that are useful to the user’s inquiry. As such, many industries are making use of these smart forms to increase engagement and their conversion rates; basically, because they supply relevant and on-target information to the users, asking and providing answers pertaining to the user’s request.

The Submit Button

A properly labelled submit button can even double the conversion. Using words like “Submit Request” and “Register Now!” are preferable over plain “Submit”.

Submit Button

You just need to be clear as to what action the form is asking from your visitor. In fact, the better option would be to include a short note below the submit button that clearly states the next action (that would take place when the user clicks on the button). See the message given below:

When you submit this form, you’ll be forwarded to the payment processing page. You’ll have the option to review your order once again before the final payment.

These messages are really helpful and encourage the consumer to move forward in the process.

Wrapping Up

It’s quite evident, now, that keeping in mind all the above points is really important for any Web designer, developer or marketing professional looking to squeeze every last drop of conversion juice through their forms. A number of form fields, targeted industry type, form submission time, form logic and the submit button, all matter a lot.

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