How To Improve Conversion Rates For Contact Forms & Opt-in Forms

by on January 16, 2014 · 2 comments

Analyze Your Contact Form Conversion Rates

Contact forms and opt-in forms are important tools for any business with an online presence. Basically you want to make it as easy as possible for potential customers to reach you, ask a question, or sign up for your newsletter.

But when was the last time you analyzed your contact form or opt-in form conversion rates?

Have you ever made changes to your forms and tracked the results? Or have your forms remained the same for the last 5 years?

How Many Fields Do You Need?

Very often the number of fields you need on any form will vary depending on your type of business or industry standards. For example, most online businesses only need 1 or 2 fields for their newsletter opt-in form (usually just name and email) whereas someone in a financial industry may need to include more fields to get more detailed information.

The number of fields and the amount of information you want to gather from your prospects depends on your goals. If you want super qualified leads, then add more fields; if you’re satisfied with less qualified leads reading your newsletter, then use fewer fields.

I have seen some contact forms from real estate professionals that have many, MANY fields because the realtor was trying to get the most qualified leads possible. If that realtor only sells single-family homes in the $400K range, then someone looking to rent an apartment isn’t a qualified lead for them and therefore could be a waste of time.

If you’re unclear, do a simple 30-day test with a shorter contact form and then switch it for a longer contact form for another 30-days. Was there one form that outperformed the other in terms of usage or conversions?

Generally, the more fields you have on a form, the more qualified the lead will be, simply because only those people who are truly interested in your services or products will take the time to fill them all out.

Calls To Action

Make your website as foolproof as possible by using calls to action. This isn’t being bossy; it’s simply guiding your visitor to perform the action that you desire (and sometimes people just need that gentle nudge to make a purchase or buy your service).

If you’re using action buttons on your website, simply changing the phrase from “start your free trial” to “start my free trial” can improve your conversion rates. Of course, you still need an incredible offer and have semi-qualified visitors to your website who want your offer but it’s amazing the difference just one word can make.

Upsells and Thank You Pages

Do you offer upsells on your thank you pages? These are the offers that someone sees after they press the button to purchase or sign up for your newsletter. You’re wasting precious space and time if you don’t have another offer there!

Yes, thank them for the purchase or subscription but then offer something else that they just can’t refuse, at an incredible price. At least 39% of visitors buy from upsells so it’s worth giving it a try!

Opt-in forms and contact forms are very simple to add to a website but they shouldn’t sit neglected. Take some time this month to revisit your conversions and see if a few copy changes improve your conversion rates. And take a look at this infographic below for even more tips.

Infographic courtesy of

contact forms for the marketing ninja, increasing contact form conversions

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Christina is the Content Manager at Expand2Web.

Christina has written 36 articles on Expand2Web

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{ 2 comments… read them below or add one }

John Grant January 21, 2014 at 11:58 am

Thanks for the great article. It was clear enough for the newbie, detailed enough, but not overly so. Very worthwhile information.


VladC May 5, 2014 at 4:47 am

Very useful article. I am just looking for some tactics to increase conversion on a request offer page. Do you have any data regarding using less fields and including a general response “Your message” field versus more fields but more specific (e.g. kind of travel, destination, number of persons)? I wonder if using just “Your message” filed I make their work harder by asking them to formulate their needs in a open-ended manner.


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