Welcome to another edition of the “5 Reasons” blog series. This will be a weekly blog series, with a fresh post every Monday. Last week’s topic was “Five Reasons Your Ad Isn’t Getting Clicked”.
This Week’s Topic = Five Reasons No One is Filling Out Your Form
If you’re involved in online marketing, you likely have forms on your website that you want people to fill out. These can include lead generation forms, email signup forms, contact forms, and checkout forms. The more people you get to fill them out, the better.
So you might be wondering, “why is no one filling out and submitting my form?” Here are five reasons worth investigating:
- You have too many fields. Generally, the longer the form, the lower the percentage of people that will fill it out. In some cases, you may need to collect more information rather than less. Just remember that with each field that you add to a form, you are lowering the number of people will fill it out. So cut all non-essential pieces of information.
- You don’t have a clear call to action. If you want people to fill out the form, tell them to fill out the form. A form sitting on a page with no clear cue to fill it out is less likely to be taken seriously.
- Your visitors don’t trust you. We’ve all seen pages or sites with forms that just don’t look right. If I am giving you personal information like my email or postal address, I want to be sure that information is going to be safe and secure. And that need for trust skyrockets once you’re asking for financial information.
- You’re not being clear about why you have a form. For me to fill out a form, I need to know what I’m getting in return. Do you need this information to send me something, sign me up for something, give me access to something? Be clear about why your visitors need to fill out a form before asking them to do so. And when you can do it without a form, do that instead.
- Your form is too difficult to fill out. Forms need to be easy to use. People expect certain things from forms, like the ability to “tab” from one field to the next. Similar to the “fewer fields is better” advice, the faster I can fill out a form, the more likely I will be to fill it out.
For more info, here is a link to a post I wrote on improving web forms.
As always, if you have your own tips, please include them in the comments below.