The goal of a landing page is to collect information from site visitors with the hope that they will be converted into a customer. From a business standpoint, we would like as much information as possible from these potentials. However, the average site visitor wants to spend as little time as possible filling out the contact form to get access to the offer they’re trying to receive.
In an article from HubSpot’s Social Media Scientist, Dan Zarella, looks at which types of form fields lower or increase customer conversation rate. From his studies we are able to analyze the best approach to a successful contact form.
In Zarella’s studies, he found that as the number of form fields increases, conversation rates of customers slightly decrease.
This graph represents as the number of single line text fields increase, there is a small decrease in conversation rate.
This next graph shows that multiple text areas have a noticeably shrinking effect on conversation rate.
Lastly, this graph proves that multiple drop down fields, can lower your companies conversation rate.
We can infer from Zarella’s study that the fewer form fields implemented on your landing page will bring you greater conversation feedback. In fact, conversation rate improves by almost half when the number of form fields are reduced from four fields to three- that is a 50% increase!
A few small details that will keep your contact form most efficient is by reducing all friction. The more friction you can eliminate from the user experience, the more your conversation rate will increase. One way to do this is by creating trust on your page. Reconsider the information you are requesting in your form fields; if you do not need it right away, get it from the user later. Another thing you might want to consider is providing the user with help text. By utilizing help text, you are telling the customer exactly how to fill out the form by eliminating any extra thinking on their end. Last but not least, don’t be afraid to design your contact form; it should be memorable to the customer, as well as clean, simple and efficient.