forms

Lead generation forms: Five uncommon strategies to increase conversion rates

Forms sit at one of the most critical points in your marketing funnel – the point at which a visitor can become a lead.

Because of this, forms have a disproportionate amount of influence on your marketing results.

When you double the conversion rate of your form, you double the effectiveness of every single traffic source, marketing channel, and campaign that relies on it.  

12 useful tips for web form optimisation

Let’s face it, forms are a real pain to fill in, so it’s important to get them right, and minimise any friction when visitors are signing up for emails, or completing contact and checkout forms. 

Designing forms with the user in mind, and testing to find our where the pain points are for users can make a massive difference to the user experience. 

Here are 12 quick tips on web form optimisation…

How to optimize your lead generation forms: three case studies

Optional FieldsLead generation marketers are remarkably lucky. If your peers in ecommerce run a series of utterly brilliant A/B or multivariate tests for conversion optimization (CRO), the most they can expect is a 20-something sales lift. (Heavy testers like Dell are thrilled when a test wins single-digit additional sales.) But, lead generation marketers can expect a much higher impact.

In fact, the average lead generation CRO campaign results in a 40-something conversion lift.  As in 40% or more leads generated from the exact same traffic.   

You can optimize every aspect of your lead generation pages – however, we’ve noticed the highest response lift often comes when you tweak your form.

Forms aren’t sexy.Most marketers would prefer to focus on creative things like images or copy. Testing creative does help of course; but your form is where the real action is. 

Don’t let your IT team slap up a routine form on your lead generation landing pages, optimize it. 

Here are three Case Studies to give you ideas to get started:       

10 tips for improving ecommerce checkouts

68% of shopping carts are abandoned, according to figures from Baynard, so how can retailers bring this number down? 

Last week, we released our E-commerce Best Practice Compendium, which contains more than 170 tips on improving usability and conversions. 

To accompany the report, I’ve already looked at site search and navigation and product pages, now it’s the turn of the checkout process. 

Here are ten ways to reduce checkout abandonment. There are many more, so please add your comments below… 

Are online retailers being tripped up by postcode entry?

A number of well-known retailers are making basic mistakes with postcode validation which could be increasing their checkout abandonment rates. 

Users are prone to make errors when completing web forms, and anticipating and dealing with common errors can minimise the risk that user frustration will lead to them abandoning the checkout. 

I’ll look at one common error, which many sites fail to account for. An oversight which may be increasing their checkout abandonment rates… 

10 checkout process pitfalls to avoid

For online retailers, closing a sale can be a tricky process. From attracting a would-be customer to your site to fulfilling an order in an efficient manner, there are a lot of potential points of failure.

One of the biggest such points is the checkout process, which gives customers plenty of opportunities to rethink their purchases.

Unfortunately for retailers, getting the checkout process right can be challenging, and there are numerous mistakes that can produce a less-than-optimal result.