Web Form Tips

by Joel Mangilit
Internet Marketing Consultant

Here are some tips when using web forms to improve your online business.

• Absolute best-converting pages didn't always produce the best customer lifetime values.
• Not much variance in results: spot colors, and cartoony versus serious logos.
• More information equals more conversions … as long as it's a quick bulleted read and it's all on one page. No hyperlinks.
• Bulleted list of benefits at the far-right side handily beat out the photo of a human being and the pig cartoon.
• Number of questions and order of questions produced 10.6% improvements in conversion rates.
• Page layout was second- most important at +7.2%.
• Copy order was at +6.9% and introductory copy was at +6.2%.
• Forms centered in the middle of the page definitely outpulled forms that were flush-left.
• You probably should be copywriting the actual word(s) on your submission button carefully.
• Don't just say "submit" or "go".

Case Study: CompUSA Web Form Tips

• CompUSA buyers who used the site's comparison tool spent 33% more than those who did not.
• We optimized the shopping cart.
• Instead of a long form with fields one after another, we put shipping and billing data side by side.
• We tightened up the form, clarified the copy - put more intuitive instructions and labels.
• 32% increase in completion rate, 5% increase in store revenue.

Source: MarketingSherpa.com

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