Slides from Formstack's 7/23 webinar, featuring Tim Ash of SiteTuners. Join conversion rate optimization expert and bestselling author Tim Ash as he navigates a world littered with bad online forms. After having improved thousands of forms, Tim's personal mission is to help you avoid common conversion-killing mistakes, including poor design, bad copy, and no engagement. In this webinar, you will learn: **Top form conversion mistakes to avoid **Tips for designing a form that is accessible to users **How to engage with leads after they submit your form **Proven ways to write form copy that converts

1. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
7 Form Conversion Killers
(and how to avoid them)
Tim Ash – CEO, SiteTuners
Webinar - July 23, 2015

2. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Flexible online form building platform. Quickly
capture responses with branded web forms.

3. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
@formstack #CRO
Join the conversation on Twitter!
This webinar is being recorded and will be
emailed to registrants.

4. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
About Our Presenter
Tim Ash, CEO – SiteTuners

5. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
About SiteTuners
• San Diego based conversion rate optimization agency
• Large & small company clients worldwide in all industries
Ongoing conversion improvement via:
• Company conversion-maturity assessments & triage
• Landing page test plans & testing strategy development
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Voice-of-customer research and user testing
• Technological tools recommendations & piloting
• Online business strategy and organizational alignment
• In-house staff training, mentoring and knowledge transfer

6. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
M O R E T H A N
s i n c e 2 0 0 2
1200CLIENTS

7. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
7 Form
Conversion Killers

8. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
7 Form Conversion Killers
1. Not matching upstream intent
2. Asking for too much information
3. Setting unclear expectations
4. Assuming that people will correctly fill out your forms
5. Making the mobile experience an afterthought
6. Ignoring the thank-you page
7. Not focusing on the after-formfill experience

9. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Not Matching Upstream Intent
1

10. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

11. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

12. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

13. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

14. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
1 – Not Matching Upstream Intent
• Review the promises made in your upstream experiences
• Do not intentionally bend or break your promises

15. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Asking for too much information
2

16. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Before

17. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
After
+ 17%

18. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Before

19. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
After
+ 51%
+ $48,000,000

20. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

21. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

22. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

23. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
2 – Asking For Too Much Information
• Consider the balance between give and get
• Use progressive disclosure to collect info overall multiple
interactions
• Ask “Is the information absolutely necessary to complete the
current transactions”

24. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Setting unclear expectations
3

25. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

26. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
3 – Setting Unclear Expectations
• Don’t create visual distractions that interfere with the form
• Have clear motivation to complete form (form headline)
• Make sure the action button describes what happens next as
a benefit to the visitor

27. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Assuming that people will
Correctly fill out your forms
4

28. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

29. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

30. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

31. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
4 – Assuming That People Will Correctly Fill Out Your Forms
• Do error correction – don’t let junk get through
• Encourage social login whenever possible
• Don’t have confusing functionality changes on your form in
response to inputs

32. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Making mobile experiences
an afterthought
5

33. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

34. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

35. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
5 – Making Mobile Experiences An Afterthought
• Have a separate mobile form experience
• Avoid popups and interstitials
• Change to easily press-able controls
• Consider alternate response mechanisms (sometimes the best
mobile form is not a form at all)

36. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Setting unclear expectations
6
Ignoring the thank-you page

37. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

38. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

39. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

40. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

41. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
6 – Ignoring The Thank-you Page
• Make sure it is professional
• Make sure it is personalized
• Ask for additional calls-to-action

42. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Not focusing on the
after-formfill experience
7

43. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

44. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

45. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

46. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

47. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

48. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.

49. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
7 – Not Focusing On The After-formfill Experience
• Makes sure it works (secret shop it)
• Make sure there is clarity and messaging continuity
• Make it personal

50. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Recap - 7 Form Conversion Killers
1. Not matching upstream intent
2. Asking for too much information
3. Setting unclear expectations
4. Assuming that people will correctly fill out your forms
5. Making the mobile experience an afterthought
6. Ignoring the thank-you page
7. Not focusing on the after-formfill experience

51. SAVE $400• increase your revenue and profit
• generate more leads
• land more customers
• boost sales and paid memberships
• maximize your marketing ROI
May 17-19, 2016
Rio All-suites Hotel & Casino

52. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Get a Free 15-minute Conversion Review
• Interactive review of your key conversion paths
• Conducted by SiteTuners conversion staff
• Identify key segments and opportunities for customization
• Video transcript recorded via GoToMeeting
• Offer good only for companies generating at least $1 million annually
in online revenue. New customers only please.
Limited Availability – first 5 to sign up
To take advantage of this FREE offer
you must schedule by July 25
Bit.ly/CROreview

53. #CRO @formstack @tim_ashCopyright © 2015, SiteTuners - All Rights Reserved.
Q&A
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1