5 Tips to Stop Form Abandonment and Get More Conversions

Chances are good you’ve started your online marketing with these solid first steps.

  • You’ve built a killer website.
  • You’ve created attractive landing pages.
  • You’ve designed enticing calls-to-action (CTAs) to attract the right visitors.

So, what comes next?

The answer is designing online forms to learn more about your potential customers.

But happens if your visitors do not complete those forms? The answer to that is the subject of today’s post. It’s called “form abandonment.”

Finding the Sweet Spot: Going from Form Abandonment to Completion

Form abandonment is when your customers bail when it comes to that final, crucial step in the marketing process – filling out AND completing your online forms. It’s important because those completed forms can lead you directly to your potential customers. Likewise, the flip side is also real. When form abandonment occurs, you lose those valuable leads and conversion optimization.

If this has happened to you, we know that it can be very frustrating.  Rest assured, however, you’re not alone. According to research gathered by CapSumo more than 70 percent of forms are abandoned, or roughly 7 out of 10 visitors leave before completing their online forms.

The reasons why visitors abandon/not complete forms include:

  • The form consists of too many fields to fill.
  • It has an unattractive or unclear CTA button or message.
  • The data form fields are confusing.
  • Users get stuck when filling out the form or don’t understand a question or section.

Although form abandonment is commonplace, it can be avoided. The good news is there are clear reasons why it occurs and proactive steps you can take to stop it from happening to you and your business.

5 Tips to Prevent Form Abandonment

  1. When Less is More – Ask for Select Data at the Beginning. According to the recent research, the more data you ask people to fill out, the fewer people will fill out and complete the form. Instead, you should aim to keep data more straightforward at the start.

For example, if you are asking for too much data or information that your visitors may be reluctant to share initially, they may not complete the form. This category of too-much, too-soon includes the name of the country where they live, their street address, or their gender. Rather than ask for this information at the start, there are other options.

Quick Fix #1: Ask for primary data on your first form, such as name, email, telephone, and ask for additional info on subsequent formats.

Remember that the goal is conversion optimizations. Start with a more straightforward collection of data, and as you build trust and credibility with visitors over time, subsequent forms can ask for more information.

  1. Use Pre-filled Form Technology and Make it Easier for Your Visitors. As we mentioned earlier, two of the reasons why visitors often abandon forms is that the data fields can be confusing or that users can get stuck and not understand when filling out the form. Thanks to the development of new technology that allows for the auto-filling of forms on your website, you can avoid some of that.

If you utilize auto-fill technology, then as soon as customers come to the landing page and begin filling out the form the pre-fill tech kicks for them in for the fields. It utilizes data that the visitors previously willingly shared online. This kind of technology can also use cross-device recognition from a desktop or mobile, too, and fills on the other devices. In this case, you don’t have to ask for the extra info because it’s already filled in and available.

Quick Fix #1: Research Pre-Fill Technologies and use them on your website to curtail form abandonment.

Nonetheless, it’s still wise to be careful of requesting too much data to be filled in at the start by your visitors.

  1. Test Your CTAs, Buttons, Messaging, Coloring and Know What You Are Asking from Your Visitors. Recent research has also shown that CTA- Call-To-Action buttons have an impact on whether visitors will complete forms. You need to incorporate the right kind of messaging to keep the conversion optimization process flowing. The message needs to be clear, specific, and tell visitors exactly what they are getting by clicking. Using a Submit button alone, rather than a different message, reduces conversions by as much as 35 percent!

Quick Fix #1: Don’t just use Submit or Click Here. Instead, try a message that is specific such as Download Your Free Ebook Now.

Quick Fix #2: Think about what you will offer your visitors for completing your form and use that message. Examples include Start Your Free Trial Now, Join Us Now, Learn More Now, Get It Now, Sign Up for Free.

Make sure the placement of the Button makes sense to your visitors and is not competing with other page elements. Color and readability count, too.  Red and orange make messages stand out and are colors to use when asking your visitors to take quick actions. Blue and green are colors to use for completing sales. According to recent research, using a blue or green button color for Add to Cart can increase sales by 35.8%.

  1. Spell Out How You Want Users to Fill Out Specific Fields. As mentioned earlier, a primary reason for form abandonment is when users become confused as to what’s needed from them to complete a field or data section on a form.

Make sure you clarify information for your readers, especially if it requires additional steps. An example of this is when users need to create a password. Be sure to spell it out the process as clearly as possible and provide examples, so they know what’s expected.

Quick Fix #1: Do your visitors need to create a password or provide a specific detail within a data field? If so, provide them with a visual example, so they will know what to do and how to do it.

  1. Use Screen Recording Tools and Fix and Improve Your Forms. Screen recording tools are a technology that can help you to record, save, and replay how your customers are interacting with your website. If you install this kind of tool on your website, it will record visitors’ movements on your website, including how they click, scroll, type, or navigate your web pages. With this technology, you can also see how they fill your form and where they stopped filling it.

Utilizing this technology can provide you with information about where your visitors are getting stuck.  You can use these insights to correct, improve, and optimize your forms and prevent form abandonment in the future.

Quick Fix #1: Research screen recording tools and then use one of them to help your website and improve form and conversion optimization.

Capture Your Data in Real Time with CapSumo

  • Form abandonment and lost data can be a dilemma for businesses and websites, but it doesn’t have to happen to you. CapSumo can help you identify those leads that were once invisible by capturing your online form data.
  • CapSumo works with almost any form. Our product allows you to import your data to your existing sales and marketing tools. CapSumo will enable you to easily follow up with interested leads and turn them into loyal customers.
  • If you want to grow your leads, email list, improve your website conversions, and reduce lead abandonment – CapSumo is built specific.

To learn more about converting your existing website traffic, contact CapSumo today: https://www.capsumo.com.