Design News

Enhancing Net Type Conversion Efficiency

Original Contact Form

Optimizing your web forms for conversion can have a huge impact on the success of your site. Higher form-completion rates translate to improvements in key success indicators like user sign-ups, lead generations, online sales, and so on.

Some types of web forms you may want to optimize are:

  • Sign-up forms
  • Ecommerce checkout forms
  • Email subscription forms
  • Contact forms

We know most people don’t like filling out web forms –no one wants to fill out a web form if they don’t have to — and so we need to use all the tricks in the book to compel our users to interface with our forms.

In this article, we will discuss some research-backed suggestions for improving the conversion-rate performance of your web forms.

Reduce the Number of Form Fields

The amount of time it might take to fill out a web form can have a big impact on a person’s desire to interface it. The easiest way to shorten the time required to complete a web form is simply to lower the amount of data the user has to provide. Limit the data you collect to ones that are absolutely essential.

A case study published by web development firm Imaginary Landscape reports that when the amount of form fields in their site’s contact form was reduced from 11 to only four, the number of web form submissions increased by 140%.

Original Contact Form

Redesigned Contact Form

Redesigned Contact Form

In the redesigned contact form, they stopped asking users for their street address, fax number, preferred contact method, and “How did you hear about us?” because, presumably, these were not critical information to know during their first contact with potential project clients. The information can always be asked later on if the web development project were to actually move forward.

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