So you created your survey and shared it on all your social channels and spammed it across Reddit boards and Facebook groups… however, when you turn to your analytics you see that the majority of people who saw your form just bounced, without completing it. What a waste of time eh?
Well, you’re not alone, everyone faces massive form abandonment on a daily basis. It’s doesn’t matter if you are a small business or a large company you still have to deal with human nature. Humans are lazy and the moment something crosses a barrier and gets too hard people will give up so we have to make it as easy as can be.
How to Reduce Form Abandonment
1. Make it Simple
One of the biggest mistakes many people make when they have a survey or a lead form is that they overcomplicate the form and the process by either asking for too many details or overcomplicating the process.
Make your form so that your customer or reader doesn’t have to think things over and can easily just subconsciously fill the thing in.
Pro Tip: Try and fill your own form while listening to a podcast, if you can’t do it, then it’s probably too complicated 🙂
2. Target The Right Audience
When people start learning about online marketing the go-to strategy is to spam their content everywhere they can. That’s, of course, a stupid way and everyone hates spammers.
NO ONE likes the person that joins a Facebook group or subreddit and publishes posts along the lines of “HEY GUYS… Could you take 15 min out of your lives to answer these 25 questions for me”
NO ONE CARES… unless you are solving a problem that they actually have or have something to offer them. Also if they’re actually interested in what you have to offer.
Don’t share a survey on cryptocurrency on a WordPress group and then be surprised by no one fills in your form. Understand who your target audience is and going after only those people.
Be a sniper, not a shotgun
3. Capture Partial Data
One of the easiest ways to get the most out of your forms is to capture partial data from your form eg. emails and phone numbers. Many times if your form is big, people will start filling in their details, however, they may give up midway.
For this, to work it’s a good idea to make sure that the email and/or phone number field is at the top and not the last thing people fill.
Now that you know the people who have filled in your form. You can send them cold emails or even import their emails into Facebook’s ad platform and retarget ads to bring your brand back to their mind and also close the sale.
You can also send targeted offers in terms of Sales, Discounts and also highlight the service that they’re missing out on.
5. A/B Test
Always be A/B testing your form with multiple versions as well as the number of fields etc.
For example, by listening to a talk by Oli Gardner from Unbounce I realized that fact that many people don’t like it when the “form table” eg. EMAIL is in the input field as below. If someone makes an error and have to retype something t it wastes a lot of time if the person goes back and has to recorrect things.
Always be testing! You can use Google Optimize which is a free A/B testing tool from Google that integrates with your Google Analytics so you can easily A/B test your content for FREE.
6. Exit Intent
An exit-intent pop up from a tool like OptinMonster can help you get the attention of someone leaving your site!
Popups while many of us find them annoying actually work when it comes to online marketing and improve conversions by a ton, and can help you content your form abandoner into a customer by offering a limited-time coupon or discount.
WPForms also connect with OptionMonster so you can easily combine the 2 tools to supercharge your lead generation and get the most out of your forms.
So there you have it, I hope my tips help you make the most of your forms and generate more sales and leads!
Let me know your thoughts in the comments below!