This newsletter shows some quick ways to improve your contact form. Improve your conversion rate and make your call to action more effective.
Don’t wear new sneakers to the dog run.
I take our puppy Selkie to the local dog run – a fenced-in patch of dirt — every few days to play with other dogs and generally raise hell.
If it has rained, the dog run is a pool of mud. When the sun’s out, it becomes a dust bowl.
The last time we went, I wore my new sneakers. Sure enough, it was muddy. Selkie loved rolling in it, and I came away with some muddy beat-up sneakers that I can wear for painting chores.
At the dog run Selkie found out immediately what other dogs wanted – either they wanted to play, or they wanted to be left alone.
Are your users taking action?
In your website, quick decisions are the rule as well. One of the most important decisions a user can make is whether to respond to a call to action — called a conversion in web-speak. Often the call to action is a contact us form.
Improve your contact form
Here are excerpts from our client’s call to action form, from a new website we are developing. It definitely needs improvement.
Look at the form text below – my comments are in bold, underlined and marked PL
[Title] Intake Form
PL – Hmm, this sounds like a tax return. How about “Yes, I’m interested!”
We would like to speak with you about your consulting services to see if you might be able to help us.
PL – since you are putting words in the user’s mouth here, the tone needs to convey a bit more enthusiasm, brevity, and urgency.
City: State: Zip:
PL – The less you ask for here, the better – you can get more data later.
Please briefly describe how our organization might assist you.
PL – Essay questions are a huge turnoff. If you make the user work, they will leave.
Thank you, a member of our staff will get back to you as soon as possible. Thank you for your interest.
PL – Bureaucratic and detached. They are going through the trouble of contacting you, so try expressing more excitement and gratitude.
Happily, our client is now reworking the forms. We expect the result will be a higher conversion rate once the website is launched!
FACT OF THE MONTH
Actual product disclaimer:
“Wearing of this garment does not enable you to fly.” – On a child sized Superman costume.