Forms are one of the most critical aspects of a website. They are the conversion point of anonymous users to leads, and eventually loyal customers. They are the beginning of a lifetime engagement. Yet, the average conversion rate on websites is 2.35%, with contact forms garnering less than 3% conversions.
In this session, we plan to give you a conversion boost by reviewing what the top 10% of websites are doing differently. With the help of Hexagon, we will share real-world implementations of similar experiences using Sitecore 9 Forms and review their benefits with supportive analytics. We hope you leave with a renewed vision for increasing leads and building lifelong customers on your website.
In 2018, 70% of marketers say their demand gen budgets will increase and 34% say their spending will grow by more than 20%. (Demand Generation Benchmark Survey, 2018) (Source: https://www.hubspot.com/marketing-statistics)
#1 challenge – lead generation
2.35% - wordstream survey across industries
Jaina
650,000 form Form stack survey
3 Forms Introduction – Sai
Low conversion rates for contact us forms
Three forms – MI Product Enquiry, HxGN Content Program, Intergeo Form
Subscription based professional grade imagery using Hexagon sensors, Quality and Accuracy of Data for professional market – Real Estate, Oil & Gas, Environmental Services etc.
Product Inquiry – Sai
Case study by Marketing Psychology on 50 forms; 159 out of 2156 forms submissions failed only because of recaptcha
A spambot is a piece of software written with the specific purpose of filling out forms with information that benefits the spambot author.
A honeypot is a hidden field added to the form that the users can’t see due to CSS or JavaScript (which hides the field). Honeypots are awesome because they don’t inconvenience users like a captcha and they are a valid tool for thwarting spam bots. Basically, a spambot fills in a field that valid users can’t see, alerting us to their activity. If the honeypot field is filled in, we can confidently reject the form as spam.
Intergeo form leica example – Sai
Using natural language
Luke Wroblewski, Chief Design Architect at Yahoo, ran some tests on his own mad libs style contact form and saw a 25-40% increase in conversion rate:
Error Messages easier to understand
Be Specific
Be Transparent
Show adding error messages in Sitecore 9 Forms
Product Inquiry Multi-page form demo – Jaina; Stats – Sai
650,000 form survey by form stack
Dan Zarrella at HubSpot recently researched the contact forms of 40,000 of their customers and found that conversion rates increased by almost half when the number of form fields are reduced (from 4 to 3).
Product Inquiry – Sai Formstack – 61% form users: email marketing drives the most traffic; 62% more conversions tied to embedded forms from emails
Neil Patel: Having a nice mobile form can double conversions: Internet retailer double conversion and sales with mobile forms
Product Inquiry – Jaina
With understanding their audience and segmenting their users, Voices.com was able to increase their conversion rate 400% - from less than 5% to 22%
While Progressive Profiling and Conditional Logic are not yet Sitecore 9 Form features (we look forward to that), Personalization is out of the box Sitecore
A form is a component in Sitecore
Show a different form, based on the persona, profile or stage of the user, using a number of rules in Sitecore
Product Inquiry – Jaina
Brokernotes design increasing conversions from 11% to 46% was decided after months of surveying users, analyzing sessions, and crunching numbers
Hxgn content form example from Sai
When creating a form think about what value you are giving to the user. The musiclawcontracts.com form converts at 26% by redirecting them to the best product for their situation, making it seem less like a form and more like a tool.
Be strategic about where to send your users next on the thank you page/message. Some ideas include:
Whitepaper downloads
Account signup
Free demos
Move to next conversation
Hxgn content form example from Sai
Give visitors something in return for filling a form.
Vistors need something and you present them a form – GDPR
More likely to convert if there is a teaser
Video teaser example
Landing page form example from Sai
A Hubspot research (marketing benchmarks from 7000 businesses) has found that the more landing pages you have, the more leads you get.
Those with 31-40 landing pages generate 7 times more leads than those with 1-5 landing pages
Those with more than 40 landing pages generate 12 times more leads than those with 1-5 landing pages
Landing pages allow for personalized offers and forms geared towards the customer persona, engagement value, and stage in the customer journey
How can you create more forms in Sitecore? With Form templates. You can easily convert any form to a form template, and then change specific fields to gear towards the offer, persona, and stage of the user
Product Inquiry – Jaina
3x-5x rule
Testing 4 landing pages, and choosing the winner – breaks you into the top 25 of converting websites
Testing 10 landing pages – breaks you into the top 10 of converting websites
The top 10 landing pages of your website
The small-fry, basic optimizations mentioned above (line spacing, button placement, font colors, etc.) are simply table stakes for landing page design. They may result in small, single-digit increases in conversion, but won’t get you to the top of the pile.
You might even see massive changes — double digit increases in your current conversion rate. However, we found that in most cases, these changes were only temporary and were usually the result of a too-small sample size or other factors. We want to believe our optimizations have paid off, so we discount the daily statistical flux that occurs across all of our campaigns. In truth, you could A/B test a page against itself and still see one copy of the same page beat the other, if you wanted to.
Instead, look for substantial, long lasting, double or triple-digit changes. They won’t happen as a result of changing font color or headline size.
2500% - 3000%
