Table of Contents
A/B test for length
- The average web form length in 2019 was 5 form fields, which usually result in the highest conversion rates. (Hubspot)
- Removing as little as one form field can boost form conversions by as much as 26%.
This example from Chili Piper is short and sweet, making it as effortless as possible for their prospect to book a demo and for their business to collect information.
Only ask for what you need
Since shorter forms typically perform better, you'll want to cut down bloat wherever you can. Consider the offer behind your form and ensure that the fields you include are relevant. For instance, it may seem like best practice to include a field for phone number on your form, but if you don't plan on contacting a lead by phone, this field becomes redundant.
This form contains extra fields like "subject" and "phone number" that are not essential to submitting a comment or question, and create unnecessary points of friction.
Conversely, if you fail to ask questions that are pertinent to your sales process, you could clog your funnel with poor quality, unfit leads. So if your business only serves the United States, make sure you ask for the user's country on your form.
Use a CRM that collects insights for you
- Company name
- Website URL
- Number of employees
- Recent funding amount
Use drop-down form questions
- It simplifies your form and makes it shorter. Less scrolling 👏🏻
- It allows you to segment your leads more efficiently
- Job title: You can't possibly create a list of every job title, so instead, ask for the user’s role level where you can distinguish common ones like C-level, VP, and Directors.
- "How can we help you?" Rather than asking for the user’s biggest challenge, present a drop-down with common pain points you hear from your customers.
EssayJack leverages drop-downs to minimize open ended questions that leave room for human error, while making personalization and segmentation easy.