A customer filling out a contact form on a website.

Forms are a great way to generate leads and conversions, and they come in a variety of styles. But regardless of what lead you desire and what type of form you use, you want to ensure that it works properly, and that you’re making every effort to maximize leads and conversions. In today’s blog, we are discussing how you can test and enhance your forms for optimal success.

Test your form’s functionality.

When implementing a form on your site, you need to make sure it works properly without preventable issues or hang ups. This includes the process your user goes through when filling out the form, and how you receive the data and respond to the lead. Here are three key functions to thoroughly test when you launch a new form to ensure it is working efficiently.

  • Fields: In order to successfully generate leads, you want to make sure your form has the right fields for the desired lead (i.e. if it’s a contact form, you want to collect their name, number and/or email, and a reason for contact; if it’s a subscription form, you just need their name and email address) and that those fields are collecting the right information. If any fields are vital (like a name or email address) make sure you set the form to require those specific fields to be filled before the user can submit it. Most forms will require a name and email or phone number, but leave fields like physical address as optional. Once you’ve created your form, perform a test submission to ensure that all field data is included in your notifications and that nothing gets left out.
  • Notifications: The whole purpose of your form is to generate leads, so you want to make sure you are being notified of those leads immediately so you can respond to them in a timely manner. Determine what email addresses(s) your form submissions should be sent to (this could be you and/or another team member responsible for customer acquisition), and be sure to test your form any time you add or change an email address to ensure your notifications are received successfully and without significant delay.
  • Replies: Once you receive a form submission, you will want to respond to that lead and begin building rapport with that prospect in a timely manner. If you’ve set up your fields properly and have received the desired information in your notification, you can either give them a call at the number they provided or you can respond to them via email. If your form builder allows you to customize your reply-to email(s), ensure that your response is going to the correct person and that the prospect isn’t neglected.

Evaluate your form’s effectiveness.

Once you’ve tested your form’s functionality, you want to make sure your form has been designed and developed for maximum effectiveness. Your form can work perfectly, but is it effectively encouraging and generating leads from valuable prospects?

  • CTA (call to action). When a prospect is visiting your website, they may just be gathering information about your brand and product so they can make an informed buying decision later. They may not initially intend on converting on that visit, but a strong call to action can encourage them to provide their contact information or subscribe to your newsletter for more information. Make sure the copy that accompanies your form(s) displays interest in your user while also giving them a valuable reason to convert.
  • Design. The appearance and design of the form can really make or break your users’ experience with the form, and can affect whether or not they complete and submit the form. If there are too many fields, if the fields are arbitrary or in an unusual order, if the form is difficult to read or use, if the button fails to function properly, or if an error or confirmation message fails to populate properly, the user may become frustrated with the form and give up, or not even begin at all. To give your user the best experience, only include relevant forms (and only require the fields that are vital, like name and email), ensure that your fields are in an intuitive order, and design the form for ease and convenience. When your form is user-friendly and well designed, your users are more likely to trust it and to feel comfortable when submitting the form.
  • Responsive performance: Your prospects will visit and use your site on a variety of devices, so it’s important to ensure that your form functions properly on large, medium, and small devices. Test your form on a computer, tablet, and smartphone to ensure that the fields are consistently easy to fill, that the button works properly, and that any confirmation messages appear clearly and seamlessly. We also suggest testing on all popular browsers as well (Chrome, Firefox, Safari, Windows, etc), as websites and functions can perform differently on different browsers. Ensuring that your form is responsive gives your user the best possible experience while also ensuring that you don’t miss out on potential leads.

Perform split tests between different forms.

Once you’ve tested a specific form for it’s functionality and effectiveness, consider testing this form against a different version of the same lead generator or a different form style altogether. Doing split tests between forms is a great way to ensure you are giving your users the best possible experience while also generating the most valuable leads for your business. You can perform these tests by placing different forms on different landing pages and driving comparable traffic to both pages, or by running one form on your site for a determined amount of time and then changing the form and comparing the results after it has run for the same duration.

(For more information on different types of web forms that convert, check out this blog post!)

We build forms that generate leads.

If you’re ready to enhance your web forms and start generating more valuable leads, contact us today. Our website design and digital marketing experts will test your current forms and determine how they can be improved for optimal UI/UX (user interface/user experience) and conversions.