So you have an excellent product or service to sell online? Well, unfortunately, so does everyone else. Rather than pack it in and give up on a potentially incredible, one-of-kind idea, shift your focus to marketing techniques used by internet entrepreneurs and online marketing professionals from around the world – these techniques will differentiate you from the competition.
One of the most powerful market research and retention techniques for new potential customers is the contact form. Online contact forms were utilized properly back in the day, where interested parties would fill out information about themselves for incentives or because they liked the product or service. Unfortunately, internet scammers ruined the proper use of contact forms, making potential online customers scared of displaying information for unknown parties (although they do this every day on Facebook).
If you want high retention rates from creating contact forms, and eventually want sales conversion, use the principles provided below – four secrets to creating contact forms that convert.
Converting Contact Form Secrets
Simple & Sweet – Consumer attention spans are diminishing rapidly every year and moving more towards non-existent. If you are looking for conversions from contact forms, or even sales pages, make sure you reduce the number of characters and provide a clear picture of what you are attempting to accomplish. By reducing contact forms from eleven fields to four fields of information, many internet entrepreneurs increased conversions by 120%. Keeping the text fields at an absolute minimum, while maximizing relevant information, will yield you more conversions and sales in the future.
Test Your Forms – A/B Split testing is a great way to test your contact form fields – by experimenting you are asking yourself what is important and what is hurting conversions? Be sure to hold everything constant and only test up to two variables at one time, recording the change in conversions (make sure external factors such as season and time of day are measured and consistent). On average, consumers do not like putting phone numbers on contact forms – offering a field for this as an option may or may not hurt you – just make sure you do not make it a requirement as it will significantly lower your desirability for consumers.
Never Use Submit – Back when e-commerce first started to prosper, keywords were not critical. In fact, they didn’t even call them keywords – they were just words used to describe your product or service. However, with a now flooded market, word choice is vital to high sales conversions and user retention. Words can either call someone to action or send them running – “submit” is one of the latter. Multiple studies have shown that “click here” and “go”, along with other comparable synonyms, have excellent conversion rates, compared to contact form pages or sale pages with the word “submit.” Click buttons are the final call to action for a consumer and providing names like submit, download, or register seem to have bad resignation with customers.
Contact Form Don’ts – Never ask for age, job title, yearly salary, home address (unless shipping item), or phone number. Even though you want as much information as possible about your target market, asking too much (and asking the wrong questions) can quickly turn people away. In addition, the more questions you ask, the less consumers will remember why they were there in the first place – ultimately lowering sales. First-time contact form encounters should be nothing but the bare essentials. For online marketing purposes, this is simply a person’s name, date, and email address. You are better off grabbing the email address and name of the potential customer and verifying the email address through an automatic secure password than attempting to grab personal information.
Matthew Hall currently runs his own website in a niche market, and shares some of the things he has discovered about ecommerce through blogs. Another aspect he wants to always stress is making sure you have a safe and secure checkout process, and you can find a platform for such a process by going to www.fastspring.com. You can learn more about Matthew by visiting on Google+.