Often misused and poorly optimized for user experience, the web form is crucial for achieving the desired conversion rate. By optimizing its form, one of our clients drastically increased its performance.
Wanting to boost the conversion rate of information request forms in Canada and the United States, the manufacturing company exporting internationally opted for a strategy of optimizing the user experience of their forms, which allowed them to convert more visitors into prospects.
What is a CRO plan?
CRO stands for Conversion Rate Optimization. It is one of the most algeria telemarketing data overlooked and underused marketing strategies. However, when combined with SEO, it is a powerful weapon to achieve your business goals.
Its goal is to increase the number of users of a website to perform a desired action. In this real example, the desired action was to fill out and submit the web form.
A misunderstood drop in conversions
This client generates a significant amount of sales through lead generation through the various forms requesting information about their products. Our strategists had noticed a drop in the conversion rate on one of their forms.
The challenge was to use user experience (UX) tools to identify navigation and usability issues that were holding users back from filling out forms. We therefore had to develop a form landing page based on the issues raised during the analysis stage.
What We Did to Increase Web Form Conversions
Here's how we went about creating high-performing web forms.
1- Evaluation by a UX expert
The goal of an assessment by a UX expert is to identify ergonomic issues with the help of user experience criteria. At first glance, our UX specialist noticed an overload of information on the page. An information overload, according to Interaction Design Foundation, “is the presentation of too much information to read and understand before taking an action.”
On the web, it only takes a few seconds to convince a user. If a user sees that the action to be performed requires a lot of effort and attention, they will quickly abandon the task. Since B2B conversion rates are generally very low, it is relevant to present an attractive form page that appears to require little effort from visitors.
2- Analysis of user interactions on form pages
An analysis of user behavior was carried out with the luckyorange tool , which allows observing, using video recording, the interactions of Internet users with the different elements of a website page. Thanks to this tool, several issues that were slowing users down from completing the form were raised:
Users leave the form to return to the previously visited product page, in order to view the product characteristics. However, they do not return to the information request form.
Visitors are distracted by the information in the navigation menu and footer. Both of these navigation elements have several clickable links that prompt users to exit the form page.
A good number of users leave the form page within a few seconds. This action suggested that some visitors did not expect to see a form on that page or that the task of filling out a form required a lot of effort.
Heatmap or heat map of a UX form
3- Design of a functional model
A functional mockup was designed using the conversion objectives targeted by the organization and the issues raised during the UX research phase. This mockup, also called a wireframe, is used to define the final structure of a web page (titles, texts, images, buttons) and to define possible interactions for the user.
Here are the possible solutions implemented on the functional model to encourage users to fill in the form fields and thus increase conversions:
Presenting the form in several steps so that it is less imposing at first glance for the user.
Displaying a progress indicator to motivate the user to complete the information request.
Added a quick summary of the metrology product, in order to avoid many user returns to the product pages.
