Form Factor is Key

When was the last time you thought about the contact form on your website?

And I mean REALLY thought about it?

Anaylsed it…agonised over it…had nightmares about it

Because I guarantee the answer is not enough.

We went through over 15 iterations for The Wood Works in order to get to a form that really fired on all cylinders.

And even then we still test it regularly to ensure it’s working as well as possible.

Let’s break down the numbers and then give you some actionable steps to get you on track to making better forms.

Numbers don’t lie

Let’s imagine you’re currently getting 5,000 people to your website every single month.

Congratulations - that’s a solid first step.

How many people submitted your contact form from your website?

Let’s say it was 15 people.

15 form submitters divided by 5,000 total visitors = 0.3% conversion rate.

This is actually fairly standard in the industry and what a lot of companies (especially those running ads to cold traffic) would experience.

Now let’s imagine that (very feasibly) with some tweaks to your forms you could get that conversion rate up to a 0.7%.

NB: standard conversion rate on forms are benchmarked more at 1-2% depending on quality of traffic.

0.7% multiplied by the same number of web visitors - 5,000 = 35 contact forms submitted.

With some tweaks to the form on your site and literally NO OTHER CHANGES, you’ve over doubled the number of leads in a single month.

Playing the game on easy mode.

So, how do you go about doing this?

The Steps

Step 1

Get major data at your fingertips. If you use a software like Typeform to integrate forms into your website then you can see with the pro version at what point people are dropping off the form.

Step 2

Start with your existing form as the benchmark and see of all the people that start the form, how many complete it (completion rate)

Step 3

Slowly tweak things one at a time to see if you can increase the completion rate. For example if you ask a question related to budget on your form and you see a huge drop off rate at this question then tweak the question or remove it altogether and look at your completion rates.

You’ve done the hard work and spent money getting them to your website - don’t fall down at the last hurdle with a bad form!