Why a Simple Contact Form & Strong Call to Action Can Increase Your Conversions
September 16, 2008
As day two of our landing page blog series, we’ll learn why it’s important to keep your contact form simple and to always have a strong call-to-action. One of the more common occurrences we notice on a majority of landing pages is the lack of emphasis people put on their contact forms and call-to-action. I’ll begin with the contact form.
Contact form: The contact form is typically the gateway to allow people to submit their information to a company. This is the gateway for the consumer to initiate a conversion with your company. You need to keep your contact form simple. Keeping it simple will allow for minimal perceived risk to the end user. Follow the KISS rule, (keep it simple stupid). Risk to the end user could be the time it takes to fill out a long form. They could also be questioning whether they are going to get a phone call or email as well as when they’ll get a response. If the user feels uncomfortable with these unknowns, that is a perceived risk.
If you do the opposite, and have a long contact form with each field required, the user will/can get worried that it would take too much time to fill out the contact form and not get anything in return, or not know exactly what they’re getting in return. A good contact form will allow a user feel there is no risk in submitting their information.
Have only the absolutely needed fields be required. You can add a few more fields into your contact form to help quality or send certain requests to the correct person. But your contact form should never exceed the length of your browser. In other words, keep it above the fold.
My other tip on contact forms, don’t just say, “Fill out our contact form for a free quote
Tell people when, how, what to expect once they fill out the contact form. Will they get a call, an email, a package in the mail, what? That also reduces the risk a user may feel if they know how they’re going to be contacted and when.
Call-to-Action: We’ve said it over and over again, a strong call-to-action is one of the most important elements of your landing page. Why? You’re likely going to have a lot of great content on your landing page. Make it easy for your users to get to the end goal by calling out what you want them to do loud and clear.
A strong call-to-action is always located above the fold, but typically below the form. The button or link should be a strong color so people can see it easily. A strong call to action can help motivate customers from contact you.
Call to action examples:
- Call Now
- Order Now
- Buy Now
- Click Here
- Free Demo
- Click Here to Sign up
- Sign up today
- Free download
- Get Your Free Quote
- See all Products
- View all Product
- Click here to submit
- More Info Here
- Learn More Here
In conclusion, when you pair a simple contact form with a great call to action that is clear and defined, you’re well on your way to a higher converting landing page. Don’t forget to test your call to actions. Since some people react different to certain phrases, always test to see which one works best for your users.
Browse By Category
A Buyer Persona Based Approach to Mapping Your Customer Journey
Explore how a persona-based approach is used to enhance customer experience, improve targeting accuracy, and harness behavioral analytics to their business objectives.
The Rise of The No-Click Search Results
Searching for answers and data has never been easier thanks to the help of search engines. Here we’ll discuss the effect that no-click cost is having on ppc, including the growing popularity of voice search.
Becoming Allies With The Sales Team: A Lead Gen Solution
Collaborating with your client’s sales team can provide a treasure trove of insights. Explore how PPC tactics are utilized to help shorten the sales cycle and improve close rates!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Opportunities Tab: AdWords vs Bing, A Friendly Match-Up
Dive into AdWords and Bing opportunities tabs and see how they compare. This includes accessibility, features, and performance insights.
How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.