Have a form that, for some reason, is not generating as many leads as you would have hoped? Have no fear, follow these two steps to fix a form, quickly and efficiently.
Step 1: Diagnosis Why Your Traffic Is Not Converting
This is easier than many marketers think it is.
In meetings you will hear “the form is too long” or “the form needs to be on the left side and not the right” and yes, those are good assumptions but to get to the bottom of the problem, we cannot assume. (Trust me, I’ve assumed)
So, how do we diagnosis issue?
Simple. You ask.
For those who are browsing your page and bouncing without giving you any contact information, you can ask these users one simple question on exit intent.
This can be done by programming a pop-up right as the user is indicating they are about to leave the page or screen. Companies that offer these type of pop-ups include OptinMonster, Qualtrics, Trendemon. You’d be surprised by how many people will answer your question before they leave.
What is the question to ask? Well, to figure out what has stopped them from moving forward with your form, ask them this question:
“Is there anything preventing you from signing up at this point?”
And be sure to leave the question open-ended.
Here is an example from ZonkaFeedback.com:
Next, you will create one more survey. This will be for the audience that did complete your form. Some of the best information you can receive to diagnosis any form issues is actually from those who went ahead and completed the form.
You will ask them this question:
“What’s the one thing that nearly stopped you from completing the sign-up?”
Now with this information, you will begin to prioritize step 2, which is testing.
Step 2: Test Your Findings To Enhance Lead Generation
After you have gathered your findings from both your users and those that have bounced, you will now prioritize testing.
Being persistent in your testing will payoff. Utilize simple A/B testing with your form changes. Be sure to only test one initiative at a time.
For example, if you found customers were bouncing because they were not feeling comfortable putting in their company information, try testing the removal of this field or even moving it further down to form. Moving the field further down the forms gets the user to move into a deeper stage of commitment and will more likely fill out the complete form.