Conversion Rate

5 Ways to Increase Your Form Field Conversion Rate

published on: 02.07.2020 last updated on: 29.05.2024

According to data, the best websites and businesses have a form conversion rate of 2%. This means that for every one hundred customers who see the form, only two people convert to sales.

If you compare it with the other websites, the percentages drop even further. For almost 90% of websites, the conversion rate is 0.1% to 0.2%. This means 1 or 2 out of a thousand people. In terms of performance marketing, this is embarrassing, to say the least. This is why many businesses are now looking at professional performance marketing services to provide solutions and help drive demand that will then convert to business growth.

Why are Lead Forms so important when it comes to any campaigns?

It is now accepted in many industries that lead forms on dedicated landing pages are the best ways to convert consumers. Brands use a number of ways to woo potential consumers on a landing page. Some of them are-

  1. Creating a Lead Conversion or Generation Form.
  2. Offering Offers, Discounts and Freebies.
  3. Talking about their Brand, legacy, and history.
  4. Showing Customer testimonials and positive reviews.
  5. Integrating a Live Chat option to help consumers.
  6. Having many CTAs divided through the entire Landing Page.
  7. Social Media Feed Integrations.

However, what many brands miss concentrating on is the ‘Form’ itself. All the other actions are dedicated to potential consumers filling the form. However, what if the form itself is not optimized enough or follows best practices, which are preventing people from filling it?

In the following section, we are going to answer this very question. We will shed some light on how to create the perfect conversion form to benefit your business.

Five ways to increase your Form Field Conversion Rate: The List

1. Decide and set priorities on why you are using the Form in the first place

Before even working on the form, it is best to decide on what you want the form to achieve. In other words, what is the need for the form? One mistake, which many brands make, is setting multiple goals with one single form.

‘We will make sales calls, use it for sending Newsletters, send it to the marketing leaders for upselling’, etc. are what brands want to achieve out of one form. This is not a great approach as it dilutes the purpose of the form and sours the customer experience and relationship. A form is intended to do just one thing at one time.

2. Ask people to fill up as less fields as possible

From a consumer standpoint, it is bad if you are asking someone to fill in many fields. In fact, studies have shown that the more number of fields you add, the conversion percentages decrease. This is why as a brand your aim should always be to ask consumers to fill less.

Consumers appreciate this on multiple levels. Your Landing Page should be able to provide all the requisite information. The filtering and fetching of consumers to the landing page should be done so that extra fields on the form is not required.

3. Automate sections of the Form if possible

You do not want the consumers to physically type in all the fields of your form. This is why it is best to integrate automation in the form field itself. An elementary example is having drop-down fields, which users can simply click on as opposed to typing in the text.

If you really want to automate the process, you need to create a flow chart (if not this then what) and automate the fields. This will immediately elevate your status as a brand, and raise you to the big leagues. It will also have a positive impact on users.

4. Have a strong yet humble CTA to the form

How often have we seen plain and dub ‘Submit’ buttons on forms? These forms have the poorest conversion rates ever. Brands should look to make their CTA buttons more human and meaningful. This means using text like ‘Request’, ‘Enquire’, and so on.

If your CTA is ‘Request a Call Back’, it automatically makes the consumer feel empowered and in control. It also shows the tone and nature of the brand and aligns well with the consumer. Try using new approaches to your CTA to improve performance.

5. Test your Conversion Form as much as possible

If you are creating just one form for a campaign and running with it, you are either lazy, or you are not looking for results. Testing conversion forms by creating multiple designs, CTAs, and communication is something, which minimizes errors and improves results.

As a practice, you should internally test at least three variations and see which one gets the most conversions. During the start of your campaign, you should lead with two forms simultaneously. For novices, this is known as A/B Testing!


Apart from the above-mentioned five ways, you should also focus on the design, the fonts, and the language being used. If you are able to control all these factors, you will most definitely have a high-performance form, which brings results.

Read also:

Tags conversion form Form Field Form Field Conversion Rate Generation Form Lead Conversion Lead Forms lead generation form
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Shahid Shahmiri is a digital marketer by profession. He helps online businesses to grow with smart marketing tactics to achieve better sales and leads. He is passionately focused and driven to grow businesses online and has the ability to manage the marketing and lead generation process with proven tactics and experiments. Shahid is accountable for analyzing marketing, SEO, growth and dealing with all promotional and media channels.

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