10 Contact Form Optimisation Tips For Better Conversions
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10 Contact Form Optimisation Tips For Better Conversions

Contact forms play a vital part in a website, that’s why you need to spend time optimising and testing them. This is critical and many marketers seem to overlook optimising their web forms.

Below are ten contact form optimisation tips for better conversions:

1.) Keep your contact form short
Less is more. You must consider reducing the number of fields in your form to increase conversions. This is particularly true if you want to drive subscriptions to newsletters.

View a case study here that increased conversions of an 11-field form that was replaced with a 4-field form that resulted in a 120% conversion rate. Another case study that has a 5–field form outperformed a 9-field form by 34%.

By minimizing the amount of fields that users have to go through, your site’s visitors have less to worry about and will more likely finish filling out and submitting your form.

2.) Less space

Have fewer elements on the page. Don’t leave huge spaces in between form fields. Redesign your form so that it will look more compact rather than drawn out.

3.) Optional fields

Optional - Contact Form Optimisation

Use optional fields on your form so that visitors know what information they are required to enter. Mark fields that are optional so that visitors will not get confused if they are not able to proceed due to missing fields.

4.) Buttons

Design buttons that attract conversions. The size and color of your buttons are major factors that can influence conversion success rates. I suggest using contrasting colors for the button to your page. Don’t forget to TEST!

5.) Tell your visitors what happens next

People want to be in control. Submitting a form without a clear path on where to go to next creates uncertainty. Uncertainty brings friction. Tell your visitors what will happen next.

6.) Don’t use CAPTCHA in forms

Captcha - Contact Form Optimisation

CAPTCHA, as we all know, is great for blocking spam, but some evidence suggests that they are just as good at blocking conversions. A little spam that you might get is not the end of the world and absolutely is not worth losing conversions over. If you must use CAPTCHA, make sure that it is easy to read and not annoying.

This particular study was done over a period of 6 months shows that forms with captchas could lose out on 3.2% conversions. Another study shows that up to 30% of captchas could be answered incorrectly by people as they are too hard to figure out. Animoto improved their conversion rate from 48% to 64% by removing CAPTCHAs from their sign up form.

7.) Accessibility

Make your form easily accessible. You need to keep mind that your visitors might reach out to you or contact you at different parts of your site, so your Call To Action (CTA) must be visible at all times. Consider adding it to the main menu or as a constant element of your page.

8.) Place your form above the fold

Don’t expect your visitors to scroll all the way down. Include your form above the fold to attract more contact form conversions.

9.) Use side-by-side field captions

I’ve seen a lot of websites that still place their field captions vertically above the field box which causes the form to be longer. Consider placing the field caption horizontally next to the blank field. You can also include captions inside the field box.

10.) Do not add a cancel or clear button

Cancel Button - Contact Form Optimisation

Having a cancel or clear button poses two risks. Firstly, if the visitor accidentally presses the wrong button and all of the information filled was deleted, the visitor will probably not spend time to fill out everything again and a potential customer is lost. Secondly, it’s like asking an almost convinced visitor if they really want to contact you, which is a not a good idea as they could back out at the last moment.


Don’t just focus on spending the majority of your marketing efforts in driving traffic to your website. Spend time to improve the conversion rates of your web forms. Test the number of fields, call to action and color and size of your buttons. Constantly test your web forms. Sometimes it can take weeks or months before you can see a significant result.

Let us know in the comments if you have other ideas on how to boost contact form conversions!

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