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How to improve your website forms (and get more conversions)

You did a lot of hard work attracting potential customers to your website, so don’t drop the ball in the final and most crucial step (conversion). Forms play a vital role in converting leads into customers, so you must give them the appropriate level of attention.

Here are 4 simple tips to improve your conversion rate, and more importantly, help you convert more leads into customers. 

1. Only Ask For Information You Really Need 

Conversion percentage is closely linked to the length of your form; therefore, the more information you ask, the lower your conversation rate will be. This is especially true, if your website visitors are not familiar with your brand, or are still forming their opinion about you. 

Our recommendation has always been to start with a short form, and then expand it if you have a good reason to. For example, start your newsletter subscription form with only one field (email), and then test with additional fields (e.g. name, company).


  • A/B testing is the best/easiest way to find the ideal length of your form because you can clearly see the impact of additional fields to your conversion rate. 
  • If you are providing a unique offer then you can ask for more information. For example, if you are offering a hefty discount, free consultation, free trial, and so on, then you can justifiably ask for more information. The perceived value of your offer is directly linked to someone’s willingness to give you information.  

2. Repeat Your CTAs 

Having multiple CTAs is a good idea in most cases, especially if your promotional offer is long enough to require a mouse scroll or a swipe. A combination of well thought out messaging (text), visual stimulation (images), and buttons can do wonders to your conversion rate. 

3. Customize Your Submit Button

This may be the easiest way to improve your conversion rate. For example, using a typical “Submit” just doesn’t sound appealing. Instead, use words like “Start your free trial”, “Download your free report”, “Sign up for our newsletter”, “Claim your coupon”, “Get started now”. 

4. Say Thank You (And Be Clear On The Next Steps)

There are more than a few benefits to redirecting visitors to a thank you page. For example, from the data/analytics perspective, you can track user actions more accurately. 

Furthermore, if you are using personalization you can personalize a thank you page for a specific segment or persona. For example, if a website visitor showed interest in a particular product or service (by their browsing behavior), then your contact form thank you page can reflect that. 

Also, thank you pages do a great job of reassuring website visitors that they completed the form correctly, and that you received their request.  


Web forms will continue to play an essential role in converting leads into customers, so optimizing your form’s length, messaging, CTAs, buttons, and supporting page (e.g. thank you page) should be an ongoing task. And as we discussed in one of our previous posts, doubling your sales is a lot easier by improving the conversion rate than it is by doubling your traffic. 


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