How to improve online form conversion rates

At groto, we are the UI/UX experts and specialize in increasing the conversion rates of companies by 10x so let’s just say we have a pretty good idea about how to improve form conversion rates. While there are so many strings attached to UI/UX, we are going to discuss some tips on how to improve their conversion rates.

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The Art of Forms in a Website

Improving conversion rates is a common challenge for tech products. By simply listening to your users and addressing their concerns by implementing a few strategic changes, it is possible to significantly enhance user engagement and conversion rates.

The Problem with Traditional Forms

One major problem with many forms and user interfaces is that they ask for personal information such as the user's phone number, or other such personal details right upfront. Many users are hesitant to share such details before they fully understand the product, and as they should be.Another issue is the lack of understanding of the value a product can bring, or the product's benefits well enough to feel comfortable sharing their personal information.

The Three-Step Solution

To address these issues, a three-step solution can be implemented.

Why we know this works? We did the exact same thing for a client of ours. They were struggling with conversion rates on their website. We did an audit for them on the house and suggested these 3 steps and they worked!

Step 1: Highlight Value First

Design the user's journey to begin by clearly demonstrating the product's value proposition. This can be achieved by using an engaging 'Get Started' call-to-action (CTA) that helps build trust with the user from the outset.

Step 2: Simplify the Information Request

Next, simplify the request process. Instead of asking for detailed personal information upfront, only ask for basic details like the user's email after presenting the value proposition. This approach captures some contact information even if the user decides not to proceed further, thus lowering the barrier to entry.

Step 3: Offer Optional Next Steps

Finally, add an optional 'Request a call back' CTA for users that are actually interested in learning more.

This allows genuinely interested users to provide their phone numbers at a later stage, making them more comfortable with the process.

Building User Trust and Improving Conversion Rates

Implementing these changes can help revamp the user experience and significantly improve conversion rates. By prioritizing user trust and simplifying the information request process, the client will be able to see a notable increase in user engagement and satisfaction.

Key Takeaways

1. Building trust first is crucial. Clearly articulating the value proposition before asking for personal information helps users feel more comfortable.

2. Simplifying the process by reducing the number of fields in the initial form lowers the barrier for new users.

3. Providing optional actions like 'Request a call back' allows users who want more information to proceed at their own pace.

These practices demonstrate how understanding user behavior and addressing pain points can lead to a more effective and user-friendly experience. Small adjustments in approach can make a substantial difference in conversion rates and overall user satisfaction.

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