Contact Us Forms Best Practices For Increasing Conversions

Published on
March 30, 2022
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Introduction: How a Contact Form can Help You Reach Your Goals

A contact form is a page or widget on a website that provides users with a quick, convenient way to communicate with a website owner. A contact form is typically located on a company's website and drives potential customers to a call to action.

Did you know that nearly 68% of forms get abandoned before being submitted? This is often because websites don't follow contact us forms best practices.

Contact forms have different calls to action depending on what a business wants its visitors to do, such as booking a demo, finding out more, or requesting a quote for products and services. They're often the primary way websites start conversations with their target customers and allow companies to "capture leads" for their sales teams.

What does this mean for your business? For telecommunications and IT asset recovery companies and resellers, you're missing out on potential leads who might have equipment to sell or service they need completed - leading to lost revenue.

This blog will provide a complete guide to contact us forms best practices for increasing conversions for your website, focusing on telecoms and IT asset recovery and recycling companies.

If you'd like to learn more about increasing leads and conversions to your website, please contact the RECOVAR Team or fill out the contact form below!

What is a Contact Form and Form Abandonment?

What does contact form mean? A contact form is a page or widget on a website that provides users an immediate, convenient way to communicate with a website owner. It can be used for various purposes, from communicating with the website owner to submitting inquiries or requesting information. A contact form submission will often come through to your CRM system or even your inbox as an email, depending upon the system you have in place.

Despite contact forms being one of the most common ways for websites to capture leads, most websites do it wrong. Ineffective contact forms may lead to form abandonment. Form abandonment is where the lead fills in part of the form before leaving the page and submitting their information. Ineffective forms may also lead to incorrect or inadequate information being submitted, leading to a poor customer experience and tedious back-and-forth emails to get a deal in place.

Why does form abandonment happen?

Form abandonment can happen for one or many different reasons. We have provided some reasons why your website may have a high number of form abandonment below:

  • Asking for too much information: Did you know that asking for someone's address can reduce conversion rates by 4%? Expect people to leave your website if you ask for too much information.
  • Not showing the user their progress: If your form is long and you don't show the user how far they're from completion, either via the number of questions or pages left, they're likely to get disheartened and quit.
  • Not providing templates: If you need an asset list or inventory from a lead, but you don't provide them with an easy-to-use template, they're likely to go to a competitor which fulfils their needs.

9 Contact Us Forms Best Practices

The contact form is an integral part of any website, and it is the first point of contact for your potential customers to complete a call to action. Below we have included nine contact us best practices that outline the best way to say contact me on your website.

1. Use Clear CTAs

What do you want from your lead? Do you want them to request a quote, book a demo or send an enquiry?

Whatever your call to action is, make it extremely clear, so your lead knows what to expect. If your CTA is "Get In Touch" or "Contact Us", you're likely missing out on conversions by being too vague.

2. Only Ask For Information You Need

You don't need to know their second name, company name, address or country - if they're submitting a form, they must be interested in your product or service, so ONLY ask for the information you need to follow up on that lead.

Usually, this will be their email, which already contains their name and company, but it may also be their phone number.

With the power of LinkedIn, you can find out someone's location, second name and even phone number - so don't risk form abandonment by asking for too much information.

3. Allowing Flexibility? Expect Unstandardised Data

Some companies, such as IT and telecommunications asset recovery companies and resellers, may need an asset list to quote and plan a job appropriately. If so, and you're allowing the user as much flexibility as possible, then expect unstandardised information and inventories that lead to manual work further down the line.

This is a problem RECOVAR is looking to solve through our contact form solution - a contact form optimised for conversions that give you the information you need to convert a lead quickly. Furthermore, completed forms automatically transfer to your RECOVAR dashboard - providing an all-in-one lead generation and asset recovery solution.

Want to find out more? Book a live demo with the RECOVAR Team today to learn about our product and support options.

4. Create Curiosity

If your customer requests a quote, some contact forms will allow you to create curiosity by showing a blurred figure that they have to enter their email address to reveal.

These contact forms are typically in the form of a calculator, which may not apply to all websites, but the practice of creating curiosity is a great way to improve your website conversion rates.

Contact Us Form Best Practices - Create Curiosity with a quote
Creating curiosity via a blurred quote example

5. Add input validation

Have you ever filled in a contact form and pressed submit, only to be told you entered the information or format wrong?

User experience (UI) is vital on websites, and ensuring leads can quickly enter the correct information is crucial - otherwise, they're likely to get frustrated and go to a competitor.

Input validation may be in the form of highlighting an incorrect email (as shown below) and helps the user input the correct information the first time.

Contact Us Form Best Practices - Input Validation on RECOVAR's Web Dashboard
Contact Us Form Best Practices Example - Adding Input Validation

6. Add partial entry capture

Even if you follow all of the best practices and watch all of the optimisation videos on YouTube, leads will still abandon your form before submitting - this leads to lost revenue for your business as you miss out on the ability to chase a lead while they're interested.

Partial entry capture in a contact form collects the information inputted, even if the form isn't submitted. If "Input your email" is the first field on your contact form, when a lead fills this in and then abandons the form, partial entry capture tools will mean you can still contact them.

Picture this; if 68% of forms are abandoned, partial entry capture could triple the number of leads you're capturing through contact forms.

7. Improve your website's page speed

If your website is slow, leads are less likely to get onto your page in the first place to submit their personal information. Google prioritises webpage speed when ranking your website, so be sure to assess what is slowing your website down and optimise it to increase conversions.

Additionally, websites with a poor user experience that lag during an interaction are also likely to put off a potential customer, so ensure you lay the right foundations for your contact forms.

8. Optimise the copy

Your website copy will be the core text that tells a potential lead about your website, explaining what you do and what you offer. The copy is on your home page, the about page, your product and service pages, and most of your website's other top-level pages.

If your website copy doesn't tell your target customer what your value add is, you're not optimising for contact form conversions.

A common mistake for businesses is that they use their own lingo, not the lingo and terms used by their customers. To solve this, ask your customers and target customers how they would describe your offering – this provides feedback you can use to optimise your copy.

9. Ensure your site is mobile responsive

Mobile devices now account for over 50% of web traffic. Even if your customers are unlikely to come to your site using a mobile phone, Google now prioritises mobile performance, so you must optimise for mobile as well as desktop.

For example, 40% of RECOVAR's website views were on mobile in the past 60 days (below). Did we prioritise optimising for desktop because that's the majority of our audience? No. We prioritised them both equally and ensured the mobile experience was as good, if not better, than the desktop experience.

Contact us form best practices - optimise for mobile
An example of RECOVAR's user analytics over the past 60 days from Google Analytics

Conclusion: Contact Us Forms Best Practices For Increasing Conversions

This blog has covered contact us forms best practices, the best way to say contact me on your website and how to increase the number of conversions through your website, focusing on telecommunications and IT asset recovery companies and resellers.

Website design and creating an excellent contact us page isn't easy. Many companies across all industries are missing out on revenue because leads leave their website before being captured.

If you'd like to discuss any of these points and learn from RECOVAR's experience, feel free to get in touch - we're happy to provide a free audit on sites looking to improve their conversion rates and web design and discuss our contact form solution.

For advice on improving contact forms and getting more organic search traffic, feel free to contact ROUGH WATER MEDIA - a specialist SEO and content marketing agency who have recently worked on a number of blogs and websites.

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