In my last post on “How to create an effective contact form for better conversion: Part 1” I wrote that “Webmasters often think that adding a BBB button is good enough to win trust”.
Does your target market have enough idea about BBB or other security certificates! How many people actually clicked in that button to find out if it is really secured or not! Where is the trust – in your site or in the authentication button!
Another funny thing is people start using captcha in the contact form even when the website is just launched. How many visitors those websites are getting each day? Is there any necessity of using captcha unless you are really annoyed with spammers and spam bots that are trying to take an advantage? Why are you putting another hurdle between you and your prospective customer? You have all the time to install a captcha when required.
A lot of websites also ask the prospect to select from a drop down menu the reason why they are contacting. In this situation, mails are supposed to reach the respective departments. But what about the websites or blogs that does not have so many departments? Why don’t you take the burden to arrange the emails yourself by reading the content! (You will have to read it anyway)
My Suggestions on designing the content of the contact form:
1. Take the minimalistic approach: Just ask for the minimum information and contact him or her personally for more information. Complete the sign up process as fast as possible (don’t allow the prospect more time to walk out with the dog).
2. Captch: Use it only when it is required.
3. Privacy Policy and Terms: Link to respective pages. I would also recommend to publish a snippet of both pages (with links to elaborate content) so that the reader can understand it fast.
4. Bounce Rate: Keep an eye on the bounce rate and try to find out the reason. Make some changes in form positioning and elements and see the result.
Take the burden on you – after all, you are earning money.
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