Utilize white space to draw the site visitors to the form and allow it to have “breathing room” from the rest of the page content. Adding a splash of color can be helpful in generating an emotional response. Colors can also point to required fields in a non-intrusive way. Even something as conceptually simple as using arrows to triangulate the focus of visitors can increase form views in a very straight-forward way.
Keep it Concise.
Instead of listing every detail of information that you would like to know about your customers, focus on only what you really need, otherwise you’ll run the risk of scaring customers away by the intimidating length of your form. According to a study by HubSpot, the optimum form length is 3-5 form fields for maximum conversions generated. If you must add extra fields, then explain clearly why you are collecting that information. If a long form is unavoidable, then break the form into manageable types that are less intimidating. For example, try putting the “Date of birth” field as a single datepicker, not three separate dropdown menus. Another thing to keep in mind is progressive profiling. If a visitor has already converted in a previous landing page or in a past month, you don’t need to gather the same information as you would from a new conversion. Progressive profiling allows you to use smart forms and adjust the fields that appear for recurring customers in order to streamline their process and make your forms as short and frictionless as possible.
Remember that even digital interactions are measured via the give-and-take philosophy. The best conversion rates will occur when you ask for little, but give the user as much as possible. Specify the benefits of sharing information by clear explanations to motivate users to fill out your form. Successful incentives can include discounts, trials or free gifts.