7 tips to optimize conversion rates in your forms

7 tips to optimize conversion rates in your forms

When filling in a form, less is more. People fill at least one form everyday, and let's be honest: this is nobody's favorite activity. There are many tips that relate to requiring the minimum effort out of your submitters. These are some of them!

1. The minimum effort: Ask the right amount of questions

In a context when people have to fill in so many fields from different forms everyday, why ask unnecessary questions? Displaying the minimum amount fields will ensure a good conversion rate and your users won't feel overwhelmed. In general terms, 2 to 5 fields are more than enough.

It is undeniable that most online businesses need certain data to enrich their database and target their personas more accurately. Still, there are many techniques that allow you to get this data without actually asking for it. Hidden fields, progressive profiling, or using data enrichment tools can help you can advantageous information without hurting your conversion rates.

Passwords are a security system that many consider obsolete. Then, why not try different verification methods? Both social login and magic links are ways of verifying the user without using passwords. Security is guaranteed at all times and users can log in with one click.

Social login allows users to sign in or sign up with just one click — the ideal scenario to enroll as many users as possible, with data enrichment and user verification. Social login has been proved to increase conversion rates up to 40%, according to our own sources.

Magic links grant access to users with an authenticated URL, so your users can login simply by clicking this link. You can use them for one-click signups or in two-factor authentication systems.

3. One step at a time: Multi-step forms

If your business actually requires many form fields to be filled in, organize them wisely. Multi-step forms can increase conversion rates dramatically, since submitters perceive them as a shorter and easier way to hand their data. Organize the type for data you need to ask (personal info, location details, payments details, etc), and keep the minimum amount of fields per step.

4. Ask the right questions: Write a human copy

Just as important as asking the right amount of questions, the way you address your submitters can make a difference in your conversion rates.

Taking care of a good copy concerns all the texts present in the form: field titles, labels, placeholders, and call to actions.

Displaying a bold CTA that describes the action triggered is fundamental to obtain good numbers. Create a concise, friendly and descriptive CTA to ensure your submitters know what will happen next.

When in doubt, executing A/B test can help you greatly — you can optimize your numbers, better define your personas, and unleash your creativity ✨😉

5. Level up: Eliminate captchas

CAPTCHAS kill your conversion rates. Full stop.

This method to avoid spam accounts has proved to be hurtful for conversions: it takes too much time and effort for submitters, who end up giving up before responding the form.

Plus, there are many methods you can use to clear spam from your database. There are plenty of sophisticated techniques that are efficient and smooth: email verification, social login, passwordless forms, one-time passwords, IP verification... Possibilities are almost endless. And for sure better than a CAPTCHA.

6. Inline validation: Verify data the right way

Validating the data entered by the submitter is a great way to let them know if the data is correct or if it meets your security standards.

Picture it: You're filling in a form, you submit it, and right after that you find out many fields are marked in red and you have to go through all of them all over again. Sounds familiar? This kind of practice may kill your conversion rates and make users give up on submitting the form.

Find a friendly way to let your customers know what you need from them. Opting for a before-submission validation or displaying concise error messages will help them fill the fields correctly.

7. Trust us: Display a trustworthy look

None of the previous tips will be of any help if your site doesn't look reliable.

Users are concerned about the usage of their data, the security of your site, and your legal terms, among others. Make sure you display this information correctly, so your users can be sure they are in a trustworthy site.

Meeting the GPPD requirements, linking to the expanded legal terms, or translating all policies into all of your site's languages are practices you should take into account.

Would you like to build the perfect form? Try Arengu for free now and learn how to personalize your forms to the fullest and how to apply all of our tips to boost conversion rates.


Ana Vilar García

Marketing Specialist at Arengu

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