Is your website driving customers away? When someone visits a website, just like when they visit a store, they don't want to be "bothered". Either they know exactly where to find what they're looking for, or they want the chance to browse, uninterrupted - but with help readily available should they need it. Shady web marketing tactics have, over the years, trained customers to be suspicious when they visit a site. Visitors know that you're watching, and they're scared that you're going to pounce. The fear is greatly amplified when they're on a web form page.
Why We Need Web Forms:
Web forms - contact us, sign up, register, tech support, etc. - are great from a business perspective because they allow businesses to accumulate customer data in order to:
- Increase customer base
- Nurture leads
- Grow communities
- Increase sales
From a customer perspective, web forms are how customers "talk" to companies online - web forms enable customers to:
- Participate and interact
- Create and maintain accounts
- Make purchases
In short, web forms are a critical component of any company's online presence. In order to maximize the potential and performance of a web form, a company must look at their form from a customer's perspective - the company must understand the customer's fear.
What Makes Them Scary:
According to Marketing Experiments, web forms create anxiety. Giving out personal information, especially online, is an anxiety-inducing experience. People generally guard their personal contact information very closely, and so the decision to provide such information is one of trust. Every time a person fills out a web form, they are trusting you to honor their privacy and their personal space. They hope that you won't bother them with a ceaseless parade of sales pitches. They want to know that you won't sell their personal information to other companies. They expect that your web form is secure, so that hackers can't steal contact information. It's hard to trust someone with all these details.
Moreover, some form fields generate more anxiety than others. For example, first name is not that "valuable" to a person - they're likely more willing to share that information with you. Email address, however, is more valuable - by providing their email address, a person knows for sure that you will be contacting them, and so they are, in essence, inviting you in to their overcrowded inbox. Phone number, that's the absolute most valuable. A phone call is a concrete interruption into real life. It interferes with a person's day. For this reason, there is a lot of anxiety around the phone number field. People are only willing to share such high-value information for very good reason, and in a situation in which there is the utmost trust between vendor and customer.
What You Can Do About It:
Studies show that in addition to the type of fields on your form, there are several other factors that impact form performance. For example, reducing the number of fields on a form can dramatically increase conversion rates. Likewise, where you place the form on the landing page, the language used in your "submit" button (hint: it should almost never be just "submit"), and how you label your fields all have an impact, too.Unbounce has put together a great infographic showing stats for each of these factors.
Optimizing your web forms to get the best results takes a lot of work, but if you want to stop scaring away your customers, take the time to thoroughly audit every form on your site. Remove unnecessary fields, and ensure that there is as little anxiety as possible. Also ask yourself: can you make your calls-to-action stronger, and more evident? Are your field labels easy to understand? Is your web form easy on the eyes, and in a good position on the landing page? Optimizing your web forms yields major dividends, including increased customer trust, improved conversion rates, and enriched customer relationships.
Feeling a little lost when it comes to your web forms? Let me help! I'll conduct a thorough audit of every web form on your site, and help you eliminate customer anxiety, build customer trust, and increase conversions. Improve your lead generation today - Contact Me