How to create an effective contact collection form: everything you wanted to know but were afraid to ask

Original author: Sheris Jacob
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Welcome to Blog. We continue the series of articles useful to site owners. Subscription forms or contact collection forms are a kind of connecting link between the site owner and his potential customers. Moreover, they work both for those visitors to the site who are seriously planning to buy something, and for those who have come in, looked, and already wanted to leave. Properly executed subscription forms may interest even a skeptical user. But what are these effective forms of contact collection? And how to determine the level of those that you use on your site? First of all, it is worth asking the visitors themselves. In this regard, we publish an article by Sheris Jacob, based on a large-scale study of contact collection forms, in which more than 400 thousand site visitors were interviewed. How to increase the conversion of the site using different types of forms to fill out?

There has been so much talk about how the right form of contact collection can make conversion rates soar.
“There must be X fields in the form, but don’t even think about asking for a phone number” - guys, these are not the secrets of a successful pickup.
“Oh, and don't forget that the call to action button should never say“ Submit an application , ”thank you cap, this is a very useful tip.

Although such recommendations are given solely with good intentions, they nevertheless do not address many important issues, for example:

- Does the conversion rate depend on the field of activity?
- Does the contact collection form obey any logic? (Say, if the user performs action X, show them the Y field)
- Does the contact collection form have a rush hour in terms of the number of applications sent?
- What should be the text on the call to action button?

As it turned out, these burning issues worry a lot of people. FormStack published the 2014 Contact Collection Form Conversion Report , full of beautiful ratings and interesting finds, which presents the results of a survey of more than 400 thousand users.

What is the result of the report?

In this article we will go through all the main points of the report, some of them may not seem very surprising, but others can completely change your idea of ​​the effective design of the contact collection form and how to make it effective.

Let's look at the problem from all sides, starting with a question familiar to everyone:

Is the number of fields in the contact collection form really important?

The study answers this question this way: Yes, but not in the sense in which you think ...
All the tips for optimizing conversion say that the fewer fields in the contact collection form, the higher the conversion rate, and this, for your information, is clean true. But you see what’s the matter: the type of contact collection form is just as important as the number of fields on it.

According to a study by FormStack, only 6% of users fill out 19 (!) Fields (these are the average numbers for this type of form) on the order page. However, people who apply for participation in the competition will do anything for this - the conversion rate for this contact collection form is 28%, this is the proportion of users who fill out forms from 10 fields (the average for the application form for participation in the competition). Surveys also boast a high rate: with an average number of fields in the form equal to 21, the conversion is 21%!

Conversion optimization specialists need to carefully weigh whether the amount of information you want to request from a potential client matches the amount of information that it receives from you. For example, I want to try the demo version of an Oracle product. Just take a look at the form I will need to fill out for this.

This is just a demo! Why do you need to know how much money I earn? Ok, forget what I asked.

Does the conversion rate depend on the field of activity?

These studies state: yes, but some facts contradict each other.
I am often asked the question: “What conversion rate can be considered good?”, And, as you can see from the diagram below, the answer to this question depends on which industry your business belongs to.

But even from this rating, you can see that some data conflict with each other. They referred to the MarketingSherpa report, which indicated a significantly lower conversion rate - only 2% - for non-profit organizations, while the results of FormStack clients (a service that specializes in creating contact collection forms) were more impressive - their conversion rate was 21 % You may not agree with this, but the final result will depend not so much on the company that conducts the survey, but on the sample of respondents.

Does the contact collection form have rush hour?

We all heard that there is “rush hour” for sending emails and for reposting on social networks ... but what about filling out a subscription form or collecting contacts? Is there any period of peak load on it?

These studies state: Yes, and this period depends on what exactly the application is submitted for.
As it turned out, people fill out questionnaires in the late morning, and “leave your contacts for anything” forms in the evening. During and after lunch is the best time to raise funds and register for events, and applications for participation in competitions are submitted most of all in the middle of the day, when there is a decline in work activity, and after dinner.

Who would have thought?

The logic of contact collection forms = Proper thinking

The so-called “smart contact collection forms” by the actions of a potential client determine which fields to fill in should be shown to him and when. For example, if you were looking for a four-door sedan, your offer would not include a two-door option, and vice versa. Smart forms show only fields that correspond to the user's request, and it turns out that they are gaining momentum in many market segments:

Now, the thesis is from the series “Results that did not surprise anyone”: smart forms increase conversion rates and the number of attracted customers, because they are targeted to a user’s request, which means they ask only questions that are relevant to him, which he agrees to answer without problems.

Call to Action Button: Popularity vs. Conversion increase

People do not necessarily click on what they like - at least, these are the results of the study. In the words “Application Form”, of course, there is a lot of love and tenderness, as well as in the words “Apply” and “Subscribe”. But is that really all you want to say to potential customers?
The results of the study say: No, a clear wording on the button in the form of contact collection leads to a double conversion!

In the left column are the most popular call to action buttons on contact collection forms, and on the right are the most conversion ones.

When you add the word "... now!" To the good old "Register" - You get an increase in conversion by one and a half times, judging by the study.

Always accurately state the action that the visitor of your site should perform, and even better - drop a line of a call-to-action button a couple of lines about what will happen when the visitor clicks on the button, for example: “When you submit this application, you will be redirected to the page where payment will be made. Before finalizing your order, you will still have the opportunity to double-check all the data. ” This will help you to avoid any discrepancies between the expectations of the person filling out the form and what will happen after the data is sent.

What's next?

The FormStack report includes a lot of other information that was not included in this material, including the most suitable for attracting customers in social networks of the time, and even effective emails confirming registration. It is worth reading for web designers, developers, marketers who are trying to squeeze the maximum conversion rate from their contact collection forms.

Only registered users can participate in the survey. Please come in.

In your opinion, what does the conversion of the contact collection form depend on in the first place?

  • 64.7% of the number of fields to fill 55
  • 44.7% of the type of form (survey, subscription, tender application, etc.) 38
  • 14.1% of the text on the call to action button 12
  • 34.1% of the market segment of business 29

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