Are your online forms maximizing conversions?

For companies that provide services or big-ticket goods, the lead generation form is a quintessential part of their small business website. These forms encourage consumers to take the next action along the sales funnel, converting a visitor into a potential lead.

Considering how important the online form is to lead generation, it’s surprising how few small business owners actually put time and effort into designing it. Just because consumers click through to a form page, that doesn’t guarantee they’ll take the time to fill it out. A poorly designed form that looks difficult or time-consuming to fill out can just as easily turn prospects away.

“Web forms are a transaction. You need to look at them as an exchange of information and value in exchange for something of value you promise in your offer. When you don’t look at it as an exchange you fail,” ClickZ explains. “Despite all the innovation we have seen online, there’s been very little innovation with forms. No one likes filling out forms online or offline.”

There tends to be three common issues with online forms: They fail to reduce fear, build trust and credibility or reinforce benefits, the news source suggests.

1. Failing to reduce fear

Fear in the context of filling out a form refers to intimidation and insecurity. Long forms look daunting – if consumers are interested in a product or service they want more information about it, and small businesses shouldn’t make it seem as if they have to do additional work to take the next step in the sales process.

Fear can also come from asking for too much information too soon in the sales funnel. Remember, these are prospective customers, not established ones. Forms shouldn’t be asking overly personal information, especially when they act as first form of contact. Only get relevant and pertinent information that will assist in making the sale or learning about customers. Don’t ask how much money visitors make or how many children they have unless it’s relevant.

2. Failing to build trust

The internet is unique in that consumers are doing business with an entity they have no physical connection with. A small business website could be tied to a legitimate company or it could be a front for an information stealing operation. It’s up to entrepreneurs to convince consumers they are the former and not the latter. Forms should be located on secure browsers to help establish the company’s credibility.

“If you’re collecting information for a lead-generation program, let visitors know what you’re going to do with that information. Remind them at the point of action that their privacy is valued, and let them know when and how you’ll respond to the lead. Studies have shown that leads lose their effectiveness by six times in the first hour of not being responded to,” ClickZ adds.

3. Failing to reinforce benefits

Incentives are always the best way to encourage consumers to take action. What do they get for taking the time to fill out the form? Small businesses should make this readily apparent – whether they get access to a newsletter, discounted services or a free quote, tell them up front.

Does your company use forms to generate leads or achieve other objectives along the sales funnel? Have you ever seriously considered the layout of these forms? Do you believe you could alter your forms to improve sales?

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