Back to blog

8 Sure-fire Ways to Increase Lead Form Conversions

We’ve all got one. The contact form is ubiquitous, and I challenge you to find a website without a contact form. According to a post by Search Engine Land, the average B2B form completion rate is 2.23% (form submissions to page views). The top 10% are converting at a rate of 11.7%. That’s 532% better conversion rate between the average and the best. Where does your conversion rate stand?

Here are eight ways you can improve your form conversion rate and increase leads from your contact form.
  1. Reduce the number of fields. Do you need to ask for a street address? Decrease the number of fields to the bare minimum you need. Naturally, this will depend on your own particular need. If you are asking for someone to subscribe to your enewsletter, do you need anything more than a first name and email address? I would say the answer is ‘no’ and you may not even need the first name. Research shows over and over that reducing the number of fields will improve the conversion rate and increase form submissions.

  2. Remove all optional fields. Think about it for a moment. Including optional fields is a strategy of hope. You are hoping the visitor will be generous and include additional information. If you don’t absolutely need the information, don’t add the field at all. If you do need the information, it’s OK to make the field mandatory.

  3. Don’t lose focus on the reason you are using a form. If you don’t do anything with the form data, don’t bother using a form at all. If it is a ‘contact us’ form, the purpose may be to make it easier for a prospect to connect with your sales team. If the form is a gate in front of a high-value piece of content, don’t use a form unless you have a plan for the collected data.

  4. Remove the phone number field. You probably think this one is crazy because it’s a contact us form. Many (maybe even most) people who use the form to request information do not want a phone call from your sales team. They just want the information. If you do require the phone number, they will often include a fake number. If your contact form follow-up process does include a phone call from the sales team, it is easy enough to find the number. Including a required phone number will often dissuade people from requesting information.

  5. Make the form look straightforward and easy. Making the form look simple and easy to complete is accomplished by numbers 1,2 and 4 above in addition to the layout and format. A simple layout and format can be achieved by limiting the text and limiting instructions. Make the fields open and inviting. Labels on the top of the field are best. Keep the form one column.

  6. Make the button text a command that inspires action. ‘Submit’ doesn’t let them know what happens next. The biggest fear we all have with forms is not knowing what happens when we press that ‘Submit’ button. Change the text to ‘Request a Call’ or ‘Request Contact’ or ‘Request Price.' Reaffirm the reason for the form, so they are comfortable with what happens next.

  7. Use a confirmation landing page and a confirmation email. Let them know that the form has been received and thank them for their request. As soon as they press the button, redirect them to a new landing page with a generous thank you statement. Include information about where they should call or email directly if the need is urgent. Additionally, send an email from the regional salesperson or other relevant person thanking for the request and, again, telling them what to expect. These emails can be easily automated. Above all, make sure you deliver on the promise. If you promise a follow-up contact within 24 hours, make sure it happens.

  8. Test, test, and test. Test all aspects of the form. Establish some KPIs so that you can track trends against a benchmark. Prove out these suggestions with your testing. Test the number of fields, the layout, the button text, colors, form placement on the page, etc. Test only one variable at a time. If you test one variable per month, you will have a highly optimized form within six months.

Here is an example of a highly optimized form that encompasses the 8 ideas. It’s simple, looks straightforward, and only uses required fields. The button uses the words ‘Send Message’ asking for a clear action by the viewer. Your form may require fewer fields. Remember to only ask for the information you need and will use.

how to increase form conversion rate

We all want website visitors to submit our contact form. The key to increasing conversions is to reduce friction. Reduce friction by using these eight ideas and your form conversion rate can only improve. What's in it for you? A flood of leads to your sales pipeline.