How can you optimize forms for conversions?

2 Reduce the number of fields

One of the main reasons why users abandon forms is that they are too long or ask for too much information. To avoid this, you should reduce the number of fields to the minimum necessary to achieve your goal. You can also use conditional logic to show or hide fields based on user input, or split your form into multiple steps to make it more manageable. Additionally, you should label your fields clearly and indicate which ones are required and which ones are optional.

3 Use clear and compelling copy

The copy of your form should communicate the value and benefits of completing it, and persuade your users to take action. You should use clear and concise language, avoid jargon and technical terms, and address your users' pain points and objections. You should also write engaging headlines, subheadings, and call-to-action buttons that convey urgency and relevance. Moreover, you should use positive and action-oriented words, and avoid negative or passive ones.

4 Optimize for mobile devices

More and more users are accessing the web from their mobile devices, so you need to make sure that your forms are responsive and adaptable to different screen sizes and orientations. You should use mobile-friendly design elements, such as large buttons, dropdown menus, checkboxes, and radio buttons, and avoid elements that require typing or scrolling, such as text fields, sliders, and captchas. You should also test your forms on various devices and browsers to ensure that they work properly and look appealing.

5 Add social proof and trust signals

Another way to boost your form conversions is to add social proof and trust signals to your form page. Social proof is the evidence that other people have used and liked your product or service, such as testimonials, reviews, ratings, or case studies. Trust signals are the indicators that your website is safe and credible, such as security badges, logos, certificates, or guarantees. These elements can help you build trust and credibility with your users, and overcome their doubts and fears.

6 Test and analyze your results

Finally, you should test and analyze your form performance to identify what works and what doesn't, and make data-driven decisions to improve your conversion rate. You can use tools such as Google Analytics, Hotjar, or Optimizely to track and measure your form metrics, such as completion rate, abandonment rate, error rate, or time spent on form. You can also use tools such as Google Optimize, Unbounce, or VWO to run A/B tests or multivariate tests to compare different versions of your form and see which one performs better.