High-Conversion Forms


How to Successfully Design High-Conversion Forms

The purpose of designing forms is to generate leads. You want people to willingly provide you with their names and emails so that you can provide them with more information about your company and product(s), which will hopefully generate more sales. In order for your company to be successful, you need to create high-conversion forms. Since the introduction of the Canadian Anti-Spam Legislation (CASL), having these forms is even more crucial if you are to continue generating leads online. You want the highest percentage of website visitors to fill out the form and submit it as possible. Afterwards, you want the highest possible number of leads to convert to sales.

The design and content of a form are extremely important. Here are tips on how to create and design forms that will successfully result in high conversions.

- The first step is to think about why a visitor to your website would want to learn more about your offer in the first place. What do you have to offer them? Why would YOU be interested in learning more? What kind of layout would impress your? What’s in it for you to willingly submit your name and email?

- Once you’re able to answer these questions, you can think about the design itself. Experts would agree that keeping it simple is ideal. You’ll want an attractive design that will draw people in, but at the same time, you don’t want it to be overly flashy or overly long. The easier it is for users to fill out the form, the better. You don’t need to know everything about them right off the bat. All you really need is their contact information, as well as their permission to contact them.

- Consider the number of fields you will need. Ideally, there should be no more than five. In addition to their email, you might also want to know their website URL. Decide whether or not you want to have separate fields for first and last name, or if you even want them to provide their name at all. Once again, the fewer the fields, the higher the conversions. The more they have to fill out, the less likely they will want to.

- What can you offer? How much information are you willing give them access to without signing up? How much more information will provide them FOR signing up and after signing up? Don’t force them to provide their contact information simply for accessing your site. Let them decide whether or not they like what they see, and whether or not they want to know more. In other words, give them a preview of what they can expect if they sign up for your mailing list.

- You can turn the signup into a transaction by offering them something free in return, just for signing up. This establishes a reputation with them right away and can lead to higher conversions and more sales in the long run. People love getting free things, whether it’s an ebook download, report, or contest entry.

While there is no magic formula for creating and designing forms, you can still increase the conversion rate by offering your audience valuable information and not requesting too much information from them. Your best chance of making High-Conversion Forms is to use an attractive design with a minimal number of fields, and letting visitors know why the form is worth filling out.


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