Forms, forms everywhere. You’ll almost be hard pressed to find a website out there without some kind of form. They’re one of the most common elements on websites today. And with good reason.
They give you the perfect way to capture customer information. And with customer information, you can increase your marketing effort, increase conversions, and, more importantly, increase revenue.
But what types of forms are there? What are they used for and best practices to increase their conversion rates? Let’s take a look.
There are a myriad of forms you can choose from for your website. This choice will ultimately depend on the purpose you want to use it for. You may, for instance, have a HubSpot CMS site connected to the HubSpot CRM and you want to capture customer details. You may have a web form on your HubSpot site to register interest in an event or webinar. These are all just possibilities and the options are endless. Let’s take a look some of the different types of forms and their uses.
Contact forms allow your customers and prospective leads to contact you. This can be to ask a question, ask for a refund, report an issue, or even just give you a compliment. Contact forms usually appear on a separate page of your site.
These forms usually contain fields to let customers enter their name, surname, contact information and order number. They can also contain drop-down fields where a customer can specify exactly what their query is about.
Lead Generation Form
Lead generation forms are what you want when you want your website visitors to turn into leads. They can be used to build a mailing list or give away a sample product and they form an integral part of any sales funnel.
They, generally, have fields for name, company, email address, and phone number. They could also have username and password fields if you require that customers make return visits to the site.
As the name suggests, these forms allow your website visitors to place orders. These can be orders for anything, from products, services, courses, books, basically anything you can imagine.
Order forms are detailed and can contain fields for much more information than the other types of forms. In addition to fields for name, surname, address, and contact information. In addition, and because they allow customers to make payments they may include checkout fields. These include fields for credit card information, shipping, and billing information.
Registration forms allow customers to register for your service. Fields on these typically include name, surname, username, password, and contact information. These forms can be found on many sites like social media sites, ecommerce stores, forums, and the like.
Survey forms can help businesses obtain valuable information about their customers. They can learn how customers experience their product or services. By knowing this, businesses can improve their products, services, or future interactions. These forms can be multiple choice, fill-in, or long-form forms.
How to Improve Conversions on Forms?
Now that you’ve seen the different types of forms and why you use them, you’ll want to know how to optimize them and increase their conversion rate. Some guidelines to improve the conversions on your forms are:
- Reduce the number of fields.
- Remove all optional fields.
- Focus on the reason why you’re using the form.
- Remove the phone number field.
- Make the form look straightforward and easy.
- Make the button text something that inspires an action.
- Use a confirmation email and a confirmation email.
- Test different settings.
These guidelines are all aimed at making forms less complicated, and less intimidating to complete. It’s proven that forms that are less complicated and less intimidating have higher conversion rates.
Thus, if you reduce the number of fields to only those strictly necessary for the type of form you’re using. When you have all the fields you need, you can tweak the button text, colors, and field positioning. By doing this, you’ll optimize your form and improve its conversion rate.
But how do you know if what you’re doing on your web form is working. That’s where testing, more specifically A/B testing, comes in handy. By having two versions of the form and seeing which one performs better will give you guidance on how to improve your forms’ conversions.
Something that can greatly help conversions is the use of multi-step forms when your forms has lots of fields. These forms break up longer forms over several forms which makes it less intimidating to complete. In contrast, single-step forms have minimal field that require little information.
Think, for instance, of a registration form that requires far more than regular forms. By breaking this form up into various forms, the process is less complicated, and users will be more likely to complete it. Besides, users become more invested in the process as they go along. This also leads to increased conversions.
Larmahil has two options available when it comes to multi-step forms. Its multi-step form module can convert any HubSpot form into a multi-step form. With the multiform module you can also change a single-step form to a multi-step form, but with a simple difference. With the multi-step form, the fields are broken up over more forms and the user submits the end of the form. With the multiform module, the user saves the information at each step during the multi-step process.
No matter which you choose, these two modules can help optimize your forms and increase your conversions.
There you have it. Now you know the different form types, why they’re used and ways to optimize them for more conversions. You’ll appreciate why, when it comes to webform developers, HubSpot developers should use the right type of form for the purpose, the right tools, and the right optimization to create the perfect forms.