Monday, 7 June 2021

The Anatomy Of A Successful Contact Form


They’re easy to overlook, but contact forms are a vital part of your sales funnel. 

If you’re running a B2B website that’s designed to generate enquiries, contact forms are probably the last touchpoint in your customer’s online journey. The element responsible for taking a prospect and turning them into a paying customer. Or providing you with the leads your sales team needs to flourish.

It can be tempting to bash them out in a hurry and park them at the bottom of your landing page, content in the knowledge that they’ll probably convert a decent number of prospects.

But we think there’s a good argument to be made for doing them properly for researching best practices and experimenting with designs until you find a form that can maximise your conversion rates, which is why we’ve pulled together this in-depth guide to optimising your web contact forms. 

Here we’ll look at the anatomy of top-performing contact forms, the research that powers their design and the problems people run into when trying to boost their performance.  We’ll also try to provide some actionable advice that can be used to improve the forms on your website. 

The Devil Is In The Detail 

There's a real science to designing successful contact forms. A way of building them that maximises your chances of turning web users into paying clients and eking out extra conversions without any of the legwork associated with drumming up more traffic for your brand. 

We’re not talking about radical designs here. Companies like SVN 2 FTP have experimented with some truly outlandish forms in the past, but research shows that the difference between a good and bad form is often fairly minute. 

An extra field or two; a better header or a simpler layout could double your on-page conversion rates, and it’s always worth experimenting with things like:

  • Form length
  • Form placement
  • Form contents
  • Field labels
  • CTAs


Size Matters, But Not Like You Think.

A lot of people assume that short contact forms have a higher conversion rate. A quick Google search for “contact form best practices” brings up hundreds of articles extolling the virtues of four or five field forms; forms that can be completed in less than 3 seconds or forms that take up less than half of the viewport.

And it’s easy to see how people have reached this conclusion. We’re constantly told that people’s attention spans are shrinking. That people don’t have time to waste online, or that web users will always take the path of least resistance.

But it’s important to note that these ideas fly in the face of recent research conducted by conversion giants like Venture Harbour, Kissmetrics or Hubspot.

In fact, a Venture Harbour study published in 2021 showed that reducing the number of fields on a contact form could actually drop your conversion rate by up to 14.23%, and there’s plenty of evidence to support the idea that long (10+ field) web forms can convert traffic if they’re set up properly.

Forms like this one from Choice Screening:


Why? Well, pause for a second and put yourself in your customer’s shoes. If you’re trying to sign up to a newsletter or a you probably don’t want to spend 10+ minutes giving someone your phone number, maiden name, town of birth and shoe size. But if you’re enquiring about a high value service it’s probably reassuring to know that your prospective supplier cares about the fine detail. 

And it’s also important to note that you’ll be in a very different headspace to the customers trying to download an eBook or sign up to a newsletter. You’re expecting to go back and forth with sales reps, read lots of documentation or . You’re preparing to engage in a process so it makes sense that you’d be happy to spend a few minutes filling out a form.

Of course there’s still a lot to be said for shorter forms too, but it’s important to spend some time thinking about: 

  • The amount of information you actually need to qualify a prospect 
  • The amount of information your prospects expect to be asked for
  • The length of time you’d be happy to spend filling out a form for similar services
  • Industry-specific expectations around the amount of detail needed to provide a quote or follow up on an enquiry

We think it’s well worth reflecting on these points for a day or two, and then plotting out a couple of different forms. Experiment with length, add and subtract fields, play until you arrive at a length that’s right for your website, product or service.

Ultimately, you may find that you end up like the aforementioned case study - with a 10 step form that takes minutes to fill. 

Alternatively, you might find that your website performs much better when you run 3 field enquiry forms like the one we built for Separo:

Screenshot 2021-06-02 at 15.25.57

But you won’t know until you get testing, so try to take guesswork out of the equation and set up some A/B tests on high traffic landing pages. 

This will give you a clear indication of your audience’s expectations, and allow you to start building a contact form template that you can roll out across the rest of your site.

Multi-Stage Contact Forms Could Be Key

If you think long forms are killing your conversions but you need extra detail to qualify your leads, it may be worth experimenting with multi-stage contact forms. We don’t see many of these forms out in the wild, but research suggests that they may outperform single-stage variants.

A case study published in 2020 showed that switching to two stage conversion form actually helped one business generate an impressive 59% increase in the volume of qualified leads coming from their website.

And Hubspot says that multi-stage or multi-step contact forms built on their CMS generally convert 86% higher than their single-stage cousins.

Why? Well, we’ve already established that some people are put off by long or complicated forms, but multi-stage forms often look quite short. At first glance, you’re only being asked to fill in a few fields and by the time you’ve realised there’s a second or third step you’re invested in completing the enquiry - which may explain why they have relatively high conversion rates. 

Breaking your form fields into manageable chunks also allows you to arrange them so that low friction questions - like your desired outcome, your enquiry type or your field of interest - can be front-loaded, while high-friction fields asking for personal information can be left till last. 

The enquiry form the Grey Collective built for Go2Africa is a great example:


There’s no guarantee that switching to multi-stage forms will boost your conversion rate, but we think there’s some real potential here. Especially if you’re trying to gather a lot of information about your prospects.

Location Location Location…

Placement is just as important as length. Bury your contact form at the bottom of your landing page and there’s a good chance your prospects will never see it. After all, research from Clicktale shows that only 22% of web users scroll to the bottom of a landing page.

But that doesn't necessarily mean that you should stick your contact form at the top of the page either. How many times have you enquired about a product before reading a bit of blurb? Or reached out to a business before you’d seen their credentials, reviews or qualifications?

You need some context to build trust, mitigate niggling concerns and ‘warm up’ your leads which is why a lot of experts say that it’s preferable to place your contact forms below the fold. Or build a scrolling contact form that follows people down the page. 

HubSpot Video

That’s not to say that top-of page contact forms never work. We know - from first hand experience - that they can be very effective but they tend to work best when you’re selling a very specific product to a pre-engaged audience, or pushing a service to people with a big problem that needs fixing immediately.

Think leaking oil wells or overflowing warehouses, rather than considered purchases like managed IT services for a growing business or digital marketing for B2B companies. 

So when you’re placing your contact forms, try to think about how much information your prospects need to read before they’ll convert. Think about the flow of the page and the place where you’d expect people to start thinking “I want to pop these guys a message”. That way you’ll avoid putting people off by appearing too eager and circumnavigate the challenges associated with getting eyeballs on the bottom of your landing page.

A Note On Field Labels, Titles and CTAs

Now that we’ve dealt with the length and placement of high performing contact forms, it’s time to take a look at the contents. Most contact forms are fairly straightforward: You’d expect to find a title at the top of the form, a small paragraph of text, some field labels and a CTA/button that can be clicked to send the forms.

A 2014 research paper that looked at eye tracking data to generate best practices for form design found that field labels should always appear above the corresponding fields; that you should always opt for a single column layout and that one question per row was ideal.

Another study published by CXL showed that tweaking field names to be slightly more descriptive could increase conversion rates by 19.2%.


Now, we’ll be the first to admit that these studies aren’t definitive. Every audience is different and there’s no guarantee that these findings will bear out for your site but it’s still worth considering these findings: 

Could you tweak your form labels to mitigate your user’s concerns? Or re-arrange them to reduce friction? Could something as simple as re-jigging your form so that it was easier to process encourage people to fill it in or switch the layout to improve flow?

Optimising Your CTAs

Finally, it’s worth thinking about the language used on your submission button. Research published by Hubspot shows that asking people to ‘submit’ information has a negative impact on your conversion rates (shaving off approx 3% of conversions) while more imaginative options like 

  • Click here
  • Get started
  • Go 
  • Get in touch

All performed considerably better.

These small tweaks can make all the difference so don’t be afraid to experiment with a few different options.


What next?

Hopefully this article will inspire you to go away and start experimenting with your contact forms. If you’re feeling overwhelmed or you’d like to chat about overhauling your own enquiry forms, we’re always happy to have a friendly chat. Our team of marketing experts are well placed to help you build out a testing strategy or brainstorm ideas. 

Our experienced dev team are also well placed to help you build some shiny new forms and we’re always keen to chat with businesses that are invested in improving their site. 

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