In addition to our previous article about the importance of changing and optimizing a website for better conversion rates and more sales, today we’ll talk about request forms. By the way, you can read the previous article about website speed for mobile devices here – http://blog.4995.agency/mobile-speed-optimization/
In digital marketing, the key actions on the website, that a user should do, are named as “conversion”. If we ignore campaigns whose goal is to create awareness, or campaigns with the main goal to attract visitors to the site – for example, sites like Vogue, GQ, etc., then the main goal will be conversion – which is in 90% of cases a purchase in an online store, filling out an application for a service, purchasing an electronic subscription, subscribing to a newsletter, etc.
All these conversion goals are achieved by filling in certain forms, for example:
- Subscribe to the newsletter – click on the subscribe button and leave your e-mail.
- Order a service – leaving contacts (name, email/phone) in order to contact a manager and discuss details
- Buying in an online store – filling out a delivery form as well as payment data when paying online.
Based on the experience of evaluating the bounce rate on the form pages, and using special tracking tools helping to see which form field the user had left it on, we can say for sure that 90% of the forms are not filled by users.
The average spread of conversion rate is wide enough however, in most cases it’s 2-10%. If it’s less – it means the problem is either in the incorrect setting of the campaigns, or problems on the business side – a terrible site, poor service, poor offer, uncompetitive price.
And there is one more important thing – forms, forms for requesting the service or ordering the product. Many sites have a sin of items excess to fill. It is very annoying when, in order to leave a request for a service, you need to fill in both the email and phone, as well as your first and last name without fail. This form is very tiresome.
Also, the more data we ask from the user, the more internal tension grows – in the modern world, a person is really under pressure and everyone cares about his personal data. Even now, over the course of a decade, it’s noticeable that people used to post more information about themselves on social networks before, and now many of them refuse to do this, hide their profile, they delete information about their place of work and hobbies.
What to do? The most important question J
In order to increase the response of users on the site, it is worth considering what information is absolutely necessary: for a service, this is an email and a name (the last name is too much); for a product purchase it can be an address and a name, it is not necessary to ask a person for a date of birth, unless he orders adult products of course.
Also, many sites sin that when a person fills out a completely huge form for the site, and wants to omit some data – he clicks “send”, but the site tells him that the request cannot be fulfilled without a surname or a phone number. In this scenario, 80% of those who started filling out the form can leave. A bit disappointing situation, isn’t it?
Another funny moment is that local businesses that target a city or district require you to fill in a captcha when filling out the form, and Google Analytics reports only 200 visitors for a week and a half. None will DDoS this site, never. Such a small business will not be of interest to anyone, and even if you get a bunch of garbage forms, it is better to spend time and see all 100 garbage forms if you have 6-10 leads there, than stay with 2 leads a week.
To summarize, UX is a very important thing. Large companies that have budgets can test for 10,000 sessions which button has a better conversion rate – red on the right with text inside, or green in the center without text inside. This is big business, but you should not copy what is often found on the Internet, and first of all you need to put yourself user’s position and think about whether it will be convenient for me to fill out such a form and whether I will leave the page.
And a very simple case to confirm the words. We love case studies J
The client sells the service over the Internet and the campaign launch needed an urgent one. The client, for his part, knows how to develop sites so that he was ready for our offers. First, we worked through the ads and started. After a couple of days, they saw that unfortunately, the advertisement is not paying off.
Having started analyzing advertising and the site, and based on Google Analytics reports we saw that the bounce rate on the application page was much higher than on the page where the advertisement had landed. In the client form, it was mandatory to fill in the first and last name, as well as the phone and email. We advised the client to remove a separate bar for the last name and leave one line for the First Name (the user himself decided to write only the first name or first name with the last name) – for this service, exact data about the name is not needed.
We also decided to replace the mandatory filing of the email and phone only with the email or phone, the user himself decided what he wants to leave for contacting him. After another couple of days, we saw that the bounce rate from the request page had fallen and the conversion had fallen, the campaign began to be profitable.
This is an example when the AdWords and Facebook campaigns were set up correctly, we had good quality score, low CPC, good keys and negative keys, different variants of ads and extensions, bid adjustments for the most targeted demographic group, but changes on the site gave a completely different result.