How is your Contact Us form designed?
When a visitor starts a form, there is intent behind their action. They want to complete the form to achieve another goal, and that goal in most cases is one that will both benefit the visitor and your business. If they begin the form and then abandon it without submitting it, something has gone wrong. Something has overcome their original intention; some negative experience has eroded their sense of purpose. It is your responsibility to eliminate the triggers that cause visitors to leave your form.
The most important element of any landing page is the conversion goal. When constructing your landing page form, think of the following seven best practices.
Only Ask for Information You MUST Have
Landing page forms are one of the most important parts of a landing page, but so many advertisers get them wrong. Too long, and you risk deterring prospective customers from converting. Too short, and you may not gather the information you need to qualify visitors as worthwhile leads or data entry requires a strict format (Shewan, 2015).
Sometimes, you’ve just got to stop and admire a landing page for being beautiful. Using high-resolution photography and lots of white space, H.BLOOM’s landing page is a pleasure to look at. Besides its beauty, the page has some great conversions elements: an above-the-fold form, clear and concise description of what’ll happen when you fill out the form, and even the bright orange “Submit” button (Soskey, 2015).
Don’t Be Afraid of White Space
Whitespace is blank space used strategically on your page to make certain areas standout. Place whitespace around features like your heading, lead-capture form, and CTA (Call To Action) button to give them room to breathe. This will make your page very clean, and force potential leads to focus on what’s important.
Spend Time Crafting the CTA
Web surfers encounter forms every day, but chances are they hardly think twice about them so think about your call to action. What brought them to your site? Why do they need to contact your business for more information?
Use Radio Buttons to Minimize Typing
Make it easy for people to convert by including radio buttons. Radio buttons work very well for situations in which there are only a few options, or entering the data manually would be tedious for the user (Shewan, 2015).
Use Directional Visual Cues
The most important aspect of your landing page design is to focus the visitor’s attention on the conversion area. Call attention to your most important page elements by using strangely placed and angled arrows. Tie a sequence of arrows together to define a path for the visitor to follow, ending at your CTA (Gardner, 2012).
Design Your Landing Page Forms for Mobile
First, understand when and why your users use your form on mobile devices. Second, identify the primary content or fields for the tasks.
Remember web access from mobile devices could be constrained by various factors: (1) the use environment where the user could be in a busy and crowded place. Sun or light reflection might be an issue or users may be multitasking and under time pressure; (2) the network (slow or an unstable connection); and (3) and the device itself (small screen) (Tan, 2011).
Your mobile form can be a completely different version of your desktop form just simpler and a cleaner interface.
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