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Best practice for forms
Best practice for forms

Our tips for optimising your conversion rate & getting the most out of your contacts

Florent avatar
Written by Florent
Updated over a week ago

Your forms should allow you to gently (but surely) engage your visitors by giving you information about them.

Designing your forms

Number of fields, placement... we tell you everything!

Create a single form for each stage of the buying cycle: a visitor who wants to read a "Discovery" ebook is not very involved and therefore not very inclined to give you a lot of information about him. On the other hand, a visitor who wants a demo (the "Purchase" phase) is ready to commit, and therefore to give you all the necessary information. The fields to include are therefore specific to the phases of the purchase cycle, and not to the content;

Reassure your visitor, who has already been recognised by Plezi, by systematically keeping the "Email", "First name" and "Last name" fields. Otherwise, they will not understand how the form can identify them. This is why the "Email" field is made mandatory by Plezi;

Pre-fill fields automatically: save your visitors time and increase your conversion rate;

Use smart fields: once filled in, a "smart" field is replaced by a new field (also "smart"). Thus, for an identical form template, you can multiply the information retrieved (cf. Form Template article), so using them will allow you to collect a maximum amount of information without increasing the number of forms tenfold. Obviously, a smart field filled in on one form will be automatically filled in on all the other forms. They are really smart!

Be logical in the order of the questions: the more intuitive you make the task of filling in the form, the more you increase your conversion rate;

Limit the number of fields in your forms, especially "complex" fields: drop-down menus, checkboxes, text boxes.Studies show that the maximum conversion rate is reached when the form is 5 fields or less.They also prove that our visitors like things simple: the conversion rate drops as soon as 2 "complex" fields are used in the same form. So use smart fields!

Use differentiating terms on your send buttons: dynamic & differentiating terms encourage clicks, be original! Ex: Read me! (to download an ebook) / Hop, let's go! (for a contact form) / I subscribe! (for a newsletter form)...

Workflow (everything that happens after a form is submitted)

It is equally important to engage your visitor and create a link with him.

Refine the "thank you message" that appears: thank them, confirm that the message has been sent, tell them what the next steps are;

If you choose to send it to a URL: remember to add a similar "thank you" message to your URL, otherwise your visitor will be put off. This may be a good choice if you have used a landing page, which does not allow your visitor to continue their journey;

Suggest new content to read by placing CTAs or articles related to their download request;

Send them an email (and make sure it's a good one): this is your first contact, so make sure you stand out!

Good to know!

  • Plezi does not make any ebooks available for free download: they are all sent by email after the form has been submitted. Take advantage of this to send a differentiating message to your new lead!

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