10 Things That Every High Converting Form Has In Common

You know your customer, you know their paint point, you have the right message. Is your form hurting conversions? I’ll break down 10 things that every high converting form has in common.

#1. Stay simple.
A high converting form isn’t an immaculately designed page that takes the users glance away from the task at hand. It’s boring, it’s straight-forward. It’s 3 colors at most.

#2. A user should never be confused why a question is asked.
Users who have to consider the relevance of a question don’t convert. You can ask as many questions as you want as long as it is obvious to the user that this information is needed.

#3. Convert the non-converters.
Not all users are prepared to close on the first try, do what you can to collect their email address and even if they bounce from your form, that information is collected.

#4. Mask the length of the form.
If your form has more than two questions, consider moving additional questions to a second page. Don’t use a ‘Continue’ CTA, identify their pain point or end-goal. 

#5. Leave contact information for last.
Ask the questions that define the users problem first, then present contact inputs last with a beefy CTA.

#6. Don’t over-sell.
Don’t write content surrounding the form once the user is inside it. This will be largely ignored and could take momentum away from the user.

#7. Avoid icons.
Icons are just not universal enough and will slow momentum and add to the cognitive-load of the user. The more a user thinks, the less they convert.

#8. Hide the back or cancel button.
Don’t give them an obvious out. Inputs + Next/Submit should be their only available actions. Use the power of manipulation of the ‘back’ button in the browser. Often users who hit the ‘back’ button are trying to leave the form. Use this opportunity to try to capture their email for a newsletter.

#9. Avoid select/dropdowns.
These are annoying and unless your dropdown includes dozens of options don’t use them. Checkboxes/Radios are effective and lessen cognitive-load. If your dropdown has more than 30 options, consider breaking out the information in a more user-friendly way.

#10. Less is more.
While you can ask many relatable questions, is it really necessary? Do you need both email and phone? Do you need First and Last name or just a ‘Name’? The more you take out, the more you’ll convert as even the best forms will lose 1% of users for every question asked.