Do you currently have a website that's lacking traffic and high-quality leads? If so, you're not alone. Both professional bloggers and business owners struggle to gett more eyes on their website and improve contact with their audience. Believe it or not, 63% of business owners say that generating leads and more traffic is their greatest struggle.
What if we told you that the forms you use on your website could have a significant impact on the way you interact with your audience? That's why we are here today. We are going to take a look at the following topics:
- The importance of forms
- Why you need a two-step opt-in
- How to find pointless fields in your forms
- Creating an attractive value proposition
- Adding alternate contact methods
- Using Google Analytics to track your form traffic
The goal is to explain why you need high-quality forms on your website and how to make them useful for generating leads and traffic.
The importance of forms
There are plenty of reasons to include forms on your site. Both business owners and bloggers frequently use forms as a way to allow subscribers to sign up for their newsletters. Forms are also useful for customers to contact you with questions, sign up for events, order online, give feedback and much more.
The value of forms is far-reaching, so you'll want to include at least a contact form on your website. If you create the right type of form, you can generate leads while promoting your products and services.
Have you ever tried to contact a website, only to find that its communication is lackluster or nonexistent? Odds are, you bounced from that website and never looked back. Consumers who come to your site feel the same way. If they can't reach you when they need something, they will leave and not think twice.
Maintaining a healthy relationship between your audience and business is crucial to your success and the happiness of your audience. Now let's look at several ways you can build useful forms for your website.
First, let's look at a debate that has persisted since the feature was added to many form builders. Should your form have one step or two? Some marketers say one-step forms are the best because they generate additional leads. While it's true that you may see an increase in traffic with a form that has one step, two-step forms will provide you with a stronger, more engaged audience.
One-step forms have the fields that the consumer has to fill out, then an approval button. Two-step forms require the user to click once to say they are interested in the deal or contact page, and then they have to fill out the required fields and submit. The two-step process takes a couple of seconds longer, but the lead quality makes up for the consumers who change their mind halfway through the process.
The method behind the madness is pretty easy to follow. If your forms have one step, you’re more likely to have people click through and sign up without considering whether or not they are interested in continuously engaging with your business or blog. On the other hand, 2-step opt-ins are more deliberate and require the consumer to think through their decision. Consumers who are genuinely interested in what you’re offering or contacting your business will complete this extra step.
The number of fields
Another essential factor you should consider is the number of fields in your form. We have all landed on contact pages with so many forms that you wonder if they are going to ask what you had for dinner. You don't want your audience to feel this way, especially if you're using a two-step opt-in.
Your goal is to make the contact/signup process as easy and painless as possible for the consumer. Before you launch your next form, look at your required fields, and determine if they are all necessary to your overall marketing goals. For instance, it makes sense to ask for an email address if a consumer wants to sign up for your mailing list, but it makes far less sense to ask about their location or phone number.
The required fields will vary based on your industry and how you operate your business. As a general rule, it's usually beneficial to ask for consumers' email addresses and first/last names for personalization purposes.
The value proposition
Your value proposition plays a massive role in the usefulness of your forms. Why would anyone bother to contact you if they have no idea what to expect? Small promises or details go a long way in securing trust and confidence in your audience.
For example, your contact page might say, "Have questions? We have answers." Similarly, if you decide to create a contest, you'll want to list the details of the contest on the signup form so consumers know what they could win and when you'll announce the winner.
If your goal is for people to join your mailing list, entice them with a value proposition they can't refuse. Offer a free e-book or checklist to make their decision easy. Don't forget to include what they should expect if they sign up for your email list. Will they receive blog posts? Updates on products? A mixture of both? These details are important when creating your online form.
Alternate contact methods
Accessibility is vital for consumers who want to get in touch with you but need a secondary option. On your contact page, include the other ways viewers can contact you if they have questions or concerns.
Use this opportunity to display your social media links and business email address. You want to leave as many doors open as possible. The key to obtaining new leads is communicating with them through their preferred methods. For example, if consumers don't check their email often, they may want to get in touch with you through Facebook or Twitter.
Finally, make sure you add Google Analytics to WordPress if you want to make forms that are useful for your business or website. Google Analytics allows you to track how many people clicked on your form, signed up or left early.
You can use this data to build better forms in the future. If you notice a large percentage of your audience bouncing from your form once they hit a required field, this could be a sign that you have too many fields. Similarly, if many people click your form but no one subscribes, this could be a sign that you need to enhance your value proposition.
We can learn a lot from analytics. Adding this feature can give you valuable insight and allow you to create better forms.
Online forms are the preferred way for consumers to reach brands, and it's not hard to see why. The convenience and privacy compared to platforms like social media make forms a crucial part of the web design process.
If reaching your target audience and getting more leads is your goal, forms are a great way to start. After you build your website, design a contact form so consumers can get in touch with you if they have any questions about your site. Next, you can work on the more sophisticated uses, such as marketing and allowing customers to send feedback. Overall, forms are the fastest and most efficient way to enhance your website.