For every $1 a business spends on improving its user experience, there's a potential $100 return.
User experience and conversion rate go hand in hand. For every $1 a business spends on improving its user experience, there's a potential $100 return. Better UI and UX, meanwhile, can potentially raise your website's conversion rate by 200% and 400% respectively.
You likely know all of this already. The value of a positive user experience is, after all, a known quantity across virtually all business sectors. That applies just as much to your contact forms as it does to other segments of your website — as we mentioned in a previous piece on CAPTCHAs, more than 67% of leads will permanently abandon a form if they encounter even a minor complication.
Given that forms are inevitably the final stage in your lead funnel, that's something you don't want to happen.
Here are five design tips to improve the user experience of your contact forms. You need not solely take us at our word, either — each piece of advice is founded on empirical evidence.
Complexity is the enemy of success, and a complicated sales or lead generation process can drag down your conversion rate as surely as a poorly-designed website. The more fields your form has and the more difficult those fields are to complete, the less likely a lead is to see the process through to the end. On the other hand, removing even a few fields can have a considerable positive impact.
In order to simplify your contact forms, take the following steps:
It's something we've all experienced at one point or another. When we complete the first step in a multi-step process or project, we feel compelled to continue. That compulsion only increases as we come inexorably closer to completion.
It's a well-known and well-worn principle in marketing, and one that is highly relevant to your form completion rate. By designing your forms around progression, you can actually subtly change how leads perceive your forms. As with simplification, there are a few steps you'll need to follow here.
How do your contact forms communicate to leads that they've provided incorrect or invalid data? Do leads find out only when trying to process from one step to the next? Does the entire form refresh, resetting everything they entered in the process?
A poorly-implemented, intrusive, or confusing error message is a conversion killer.
In order to ensure your form's error handling doesn't frustrate or alienate your audience, you'll need to consider both the content of your error messages and how they're presented. General best practices in that regard include:
Aside from layout, readability is hands-down the most important characteristic of your contact form. It's also one of the more complicated concepts to define, primarily because it's impacted by so many different elements. Orientation and simplicity aside, the following factors may have either a positive or a negative effect on readability:
When designing for visibility, you also need to consider accessibility. Some of your leads might be colorblind, require a screen reader, or suffer from vision problems that make reading small text difficult. To ensure that these leads are accounted for and not left in the lurch, you'll need to:
You would expect that, with the shift to remote work, smartphone usage would have gone down — after all, people are spending more time working in their home offices now, right?
While it's certainly true that people are spending more time on their PCs than they once did, mobile usage, spending, commerce, and ad placements all spiked during the pandemic. People are spending more time on their phones, spending more money on mobile apps, and spending more time on shopping apps. What this means is that if mobile support was important before the pandemic, it is now something you can no longer ignore.
When it comes to filling out forms, mobile users have a few unique needs compared to desktop.
Contact forms are among the most frequently-neglected usability elements on the web. Given their proximity to the end of the sales funnel, that's a problem — and Responser offers a compelling solution.
Our lead recovery and form abandonment software not only allows you to recapture lost leads, but also helps you optimize every step in your funnel.
Start your free trial today if you’re ready to recover more lost leads.