A green button on a laptop keyboard that says "Contact us"

Web forms are a common and effective feature for websites, and brands and businesses use them for a number of reasons—collect contact information, receive questions or feedback, give opportunities to subscribe to a mailing list or register for an event, and more. These forms take potential customers through the lead flow process to help businesses increase conversions.

Web forms can vary in type, appearance, format, and length, and can be placed in various places on your site depending on the type of form and your lead flow process. When it comes to choosing the form that is right for your business needs, determine what your conversion goal is and what information you want to gather from your leads. Here are three common but highly effective forms to consider for your website.

Contact form.

A contact form is one of the most basic web forms you can implement, but is widely considered one of the most necessary and most effective. It doesn’t require a commitment (like a subscription or event registration) or a purchase from your user—they simply provide basic information if they’re interested in discussing your product or service.

Let’s say you have a potential consumer who is interested in your product or service, but they’re on the fence. A contact form provides your potential consumer with an opportunity to ask questions, discuss options, or provide feedback, and gives your business the opportunity to build a relationship with that consumer while encouraging a sale.

Your industry and conversion goals will determine what fields you should include in your form. It’s important to ensure you’re collecting information that is valuable and relevant to your conversion goals, without requiring an overwhelming or off putting amount of information from your user. 

First name, last name, and email address are standard fields to include in a contact form, and most users are comfortable with providing this information. Depending on your industry and the nature of the reason for contact, you can also ask for their phone number and physical address. You can also include fields to specifically identify what product or service they are interested in, or to determine if they qualify for a special offer.

To provide your visitors with the best UX (user experience) possible, create dynamic forms that only ask what’s necessary.

Subscription form.

In order to implement a subscription form on your site, you first need to have something for your visitors to subscribe to. Typically, this is an email list or mailout list, or it could also be a podcast or a YouTube channel. If you have a regularly recurring, free-access product like a newsletter, podcast, or video channel, a subscription form is a great way to gain valuable readers, listeners, or watchers.

Perhaps your visitor is on the fence about making a purchase or utilizing your service but are still interested in learning more. Offering them a subscription puts you in a position of authority and expertise, provides them with convenient information delivered right to their inbox or device, and gives you the opportunity to continue marketing to them directly.

A subscription form requires less fields than most other forms, as you typically only need their name and email address. Placing your subscription form in the footer of your site so it appears on all pages is a great way to make sure your visitor has an opportunity to convert. You can also place the form in a pop-up modal.

Purchase form.

A purchase form is a necessity for any ecommerce website. This form is the process through which your customer makes a purchase from your online store and provides you with their shipping and contact information. If a user completes this process, they make a purchase, which is a successful conversion for your business!

But the relationship shouldn’t end there—you can use this opportunity to cultivate a relationship with that customer and encourage future purchases but giving them an opportunity to opt into your newsletter during their check out process, or by collecting contact information that you can later use to send them an exclusive offer for their next purchase. Make the most of this form to turn a one-time purchase into a long-term customer.

Let’s discuss what form is best for you.

If you’re interested in increasing your conversions with a web form, contact us today to discuss your conversion goals and one of our experts will help determine what form is best for you, how to format it to most effectively generate conversions, and where to place it on your site.