3 Ways to Optimize Forms for Online Marketing Success
Familiarizing oneself with the tools that power online forms will equip any marketer with the potential to take their marketing strategies to new heights. Online forms give marketers the ability to increase conversion rates, keep their data organized and provide clients with more information. Over a century ago, marketing pioneer John Wanamaker said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Fortunately, this doesn't have to be true today. We now have analytics programs and marketers who know how to use data.
Let's break down how marketers can use online forms to improve their campaigns:
1. Increase conversion rates. Marketers should strive to create advanced, personalized forms to convert their target audience. Forms should be succinct, unambiguous and optimized for conversion. Application of best practices for forms should be employed to enhance the user experience. This includes making the form as easy as possible to fill out — i.e., adding clear form fields and adding directional cues. Form Analytics help you analyze form visitor behavior and statistics over time, helping you understand what works and what should be changed.
2. Keep data organized. Online forms can be integrated with many data organization tools that your company is already familiar with and using, such as Google Docs, Box, Excel, DropBox and more. Streamline all of your form submissions and data into a well-ordered, systematic format. Making sure that your form's data is easily accessed, automatically updated and already integrated into your company's practices helps streamline the conversion rate optimization process.
This coordinated system enhances the ability for the form data to reveal to marketers critical insights that can make a huge difference in their user base and bottom line. For example, if a form's view rate is high yet the completion rate is low (a low conversion rate), this indicates a closer look is needed. Perhaps the questions are too long or unclear, and there's room for improvement.
3. Provide clients with more information. Form analytics will help you capture data, evidence and trends that you'll be able to provide to clients so they can see the results of your campaigns. For example, if a user acquisition campaign on your homepage was successful, you can use the data behind the form that collected the leads to analyze the results and apply any insights gained to other forms. The data will tell you how many people viewed your forms, the response rate and where the traffic is coming from. The traffic panel details the geographic locations where your form visitors came from, among other data points.
The data that you should be continuously checking and analyzing throughout the lifetimes of your forms includes headlines, form content, form length, the text of the submit button, and more. The tests that you run on these changes should give you valuable information about your client's campaigns and how they've been improved.
Leeyen Rogers is the vice president of marketing at JotForm, an online form builder.
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