If your web site is designed to generate enquiries or leads rather than online sales, some very simple changes to your forms can yield huge increases in your conversion ratio (the ratio of visitors to enquiries).
These changes are 100% proven - we have implemented them several times and the improvement is always immediate and significant!
It assumes that you have a single enquiry form which you link to from each page containing a call-to-action or proposition. And probably from the header or top menu.
Changes to your enquiry form to improve conversions
Increase the size of the Contact us button or menu by 100%. Make it very visible and if your pages are sometimes long - add another one near the bottom of the page
On the form itself, make sure that all of the form is visible without scrolling including the send or submit button. This is because people will be reluctant to start filling in a form with no visible end - and most people do not scroll on web pages unless they are very interested. This is called keeping the form 'above the fold'
Reduce the information requested to the absolute bare minimum. Name, email and phone number plus a box for them to type in should be enough. The rest you can get once you respond to them. You do not need to capture any information that you can get by asking them
Note: making phone number optional will increase conversion ratio but it's probably not worth it - you will need to call them back
If you can, call them back within 15 minutes. Many users will have enquired to multiple potential suppliers - the first one to respond sets the agenda!
Move all non-form elements underneath the form or onto a different page - like address, etc.
Have a visible link to your Privacy and Contact Policy. It won't get read often but it reassures
There are a number of further changes that make a big difference - but these represent the 'low hanging fruit' of conversion improvement.
The Chilli Digital "101 Online Marketing actions you should take before your business dies" is designed to help you get started with SEO, Email Marketing, Web site management, Social Networks and Digital Asset Optimisation. It is also available via the Chilli Digital Twitter feed and via Facebook. If you want to get serious about Online Marketing, contact Chilli Digital via 020 8241 8818. If the line is busy please try again later.
