We received this article from Chris Lucas, Vice President of Marketing at Formstack. Formstack is a provider of online traffic conversion solutions. Through their 2015 Form Conversion Report, they have provided Socialnomics with 5 tips on how to increase conversions on different platforms.
As marketers, we’re on a constant mission to motivate action. Whether it’s convincing consumers to buy a product, sign up for a subscription, donate to a cause or commit to volunteer their time, marketing is the driving force.
There’s a lot of measurement behind solid marketing plans – both on the front end to establish a benchmark, and the back-end to evaluate results. One of the most measurable ways marketers can move the needle – and show the results of their efforts – is through conversion rate optimization.
In marketing, small changes can make a big difference, and this is especially true when it comes to CRO. A few minor modifications to design, messaging or timing can lead to major gains in conversions.
Here are five small campaign tweaks that can payoff in big results:
Change #1: Make it social.
One of the best ways to boost conversions is to extend the reach of your form. Contest forms, for example, pair perfectly with a social strategy. When possible, embed contest forms in your Facebook page and other key social media channels. Conversion rates more than double (from 9% to 20%) when users integrate their forms with their Facebook pages.
You can also leverage social media to save entrants time. Offer to pull information from their social media profiles. Our data shows conversion rates can increase up to 189% when form users take advantage of our Social Autofill feature.
Change #2: Make your call to action button bigger and bolder.
What’s the final step you want visitors to take when they visit your landing page? Usually, it’s to click the call to action button. With that in mind, pay a little extra attention to this element. Change the color to an attention-grabbing hue or add some subtle animation when the user hovers over the button.
Also, consider tweaking your button copy to better communicate your value proposition. Create motivating text that drives people to take action – and be specific. Adding just one word after the word “submit” can boost conversion rates by as much as 320%. But even a simple “next” or “continue” can help guide users through to completion of multi-page forms.
Don’t forget, though: It’s still important to keep it short. The top 10 converting buttons in our Form Conversion Report all contained two words or less.
Change #3: Swap out your contact form for a proven performer.
Most of us are suckers for a chance to win or a free gift. So are most of our target subscribers. Switch things up and remove your standard contact form with one that promises some kind of added value.
The numbers speak for themselves: according to the 2015 Form Conversion Report, a simple contact form only has a 1% conversion rate. But if your form is attached to a contest or survey, you can expect conversion rates of around 35% and 14%, respectively. And don’t forget about event registrations! These forms convert at approximately 11%, and participants are likely to be highly qualified leads.
Change #4: Brand your form.
Your forms are part of your suite of marketing materials – they should have a look and feel consistent with your brand guidelines. Include your logo, feature familiar key messaging and create your form in your brand’s color palette. A generic form isn’t only uninteresting – it can appear less trustworthy. Don’t risk form abandonment by taking an aesthetic shortcut. Make sure your customers know they’re submitting their information to you and only you.
Change #5: Adjust your schedule.
Sometimes your form doesn’t require optimization – your approach does.
Like most things in life, timing is everything when it comes to conversion rate optimization. Certain forms attract more submissions at different times, and on different days of the week. Planning promotion activities around those peak times can make a big impact on conversions.
The 2015 Form Conversion Report revealed contest submissions peak around 8 p.m. on Thursdays. If you want to promote an order or payment form, Tuesdays at 11 a.m. is the ideal window. On Wednesdays, plan to push event registrations at 11 a.m., and promote donation forms at 2 p.m.. Save your end-of-day promotion push for lead generation forms: Those get the most submissions at 4 p.m. on Thursdays.
To get the most bang from your buck, coordinate social media and email campaigns with the best time of day for form submissions. When marketing materials are delivered at the time of day recipients are most likely to click submit, you achieve better reach without expending any additional effort.
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