Increasing Website Conversion Rate by Optimizing the Forms to Get Leads
With qualified lead generation in sight, the use of forms throughout a company’s and healthcare providers’ websites must be a consideration. These can be the gateways that, if correctly optimized, enhance the customer experience. While increasing the website conversion rate.
Forms enable relevant data collection for the company and access to added-value content resources for the visitor. It is a win-win situation. Through gathered information, tailored interactions can follow. To aim directly at those who wish to engage further with the content and solutions offered.
For both B2B and D2C audiences, it’s already common and perceived as natural to fill out forms on websites. However, not all forms will retain the visitor or turn him into a lead.
Forms must be built having in mind the business goals: qualified lead generation and higher conversion. Then, by simplifying the most with the least steps and giving a clear notion of its benefits to the visitor. Thus, by narrowing down the list of targets that are most suited with the highest probability of conversion.
Optimizing the Forms: Best Practices for Higher Conversion
1. Have several forms to convert on the same page
Making available multiple options within a page in a subtle, non-distracting way guarantees higher lead generation and visitor conversion.
The goal is to convert the visitor to the page, but options linking to other pages with forms must also be considered and included.
Organize the CTAs according to the user’s behaviour and preferences, bearing in mind that simpler forms go on top and more complex ones at the bottom.
There are forms for the different stages of a buyer’s journey, namely awareness, consideration, and the decision to add value at the right time with proper placement. Note that awareness-oriented forms should be displayed on top and decision-related forms on the bottom.
2. Simplify the filling with fewer boxes
Longer forms with too many boxes to fill in or choose options will decrease the chances of submission. So, non-essential information should be left out of the equation or, in the case of doubt, made optional.
Knowing what a qualified lead looks like, the most relevant details should be sorted out (such as job title and company). As well as be in line with the company’s data collection objectives. Thus, costs the least amount of time possible for the visitor to fill it.
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3. Give a clear vision of the purpose before submission
So that the expectations match the offering and give a clear notion of both purpose and value proposition directly in the form and before the data submission.
It is important one lists the benefits and adds a transparent, summarized description. This enables the visitor to take informed action. This way, you guarantee better-qualified leads and effective conversion. All within an organic selection of the targets.
4. Add choices…but in a small amount
It is needed to make available to the visitor a set of options to choose from. Nevertheless, too many choices can become confusing and discouraging. In this way, it is vital to adjust a limited number of choices to cater to needs and preferences. This is based on past interaction behaviour.
It’s very important for industries such as healthcare and pharma to continuously deliver high-quality content. Consequently, the possibility of a focused search by topic, category, or specific content is a must-have.
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5. Incentivize further engagement with a next step
Linking related content or resources keeps the visitor engaged. This increases the chance of conversion after some valuable interactions. All are made to fit, with needs, preferences, and stages in mind.
Offering the next logical step to act upon, incentivizes the visitor to proceed and take a step further down the funnel. Now, with 15 more chances to convert effectively.
Through a wider range of solutions that match their pain points, visitors have more reasons and motivations to share details and come back frequently.
6. CTA button must stand out
The call to action button must pop when running through the page, combining copy and colour to make it an effective conversion trigger.
Urgency in a 2 to 4-word copy usually gets better results. As well as using the colour red in the button, but depending on the audience, it might or might not work. You can do A/B testing of these elements to optimize accordingly. And keep in mind the company’s values and website colours.
7. Keep it as simple as possible
Simplify the process by giving a limited number of options to choose from. You can optimize it through data collected from the website. Less and clear information increases the chances of effective conversion.
All distractions must be eliminated, making the forms easy to fill out and the pages easy to navigate through. This, with a limited number of decisions to make to enhance the conversion directly on the page.
Conclusions
To generate more qualified leads and achieve a higher conversion rate, each page must have several forms. The homepage is the exception. It should have a CTA button that redirects to a form page.
To improve the conversion on-page, limit the number of steps for the effective conversion to happen. You can achieve this with a defined set of options and only relevant details.
Less information with clear purpose and value proposition data is more likely to push the visitor down the funnel. Combined with “thank you” messages and a next step option, this will keep the visitor further engaged and coming back for more.
Keeping it simple is key, with forms tailored to each stage of the buyer’s journey made available at the right place and time.
