17

Find out Which Form Fields Cause Drop-outs

You know that people abandon your forms. But, do you know which form fields are causing people to stop and leave your site? Is it your password field, address field or perhaps the name field?

In a form analysis you can see the exact fields people are having trouble with. You can see which field take longer to complete, how many times people have to re-fill the field and even the drop-out rate per field. If your forms consist of two fields or more, then a form analysis is a must-have for collecting insights and improving conversion rates. A great tool for this is Hotjar.

On one site, I found that just the password field alone caused an 80% drop-out in the sign-up process. A huge conversion leak. On average it took people 69 seconds to complete the password field, with a refill rate of 87%. When I viewed the field it quickly became clear to me why this happened. The requirements were so insane, your password needed to look like a nuclear launch code. And they didn’t mention the requirements in the error message…

check form field dropout

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

5

Repeat Your Call To Action Multiple Times on Long Landing Pages

If you have a long page, make sure your call to action is visible multiple times. If you want your visitors to take action, these three elements should always be on a page: motivation, ability, and triggers (based on the Fogg Behavioral Model). By showing your call to actions multiple times you enable users to take action. We do this here as well, did you notice we display the signup form a couple of times? A very effective position is at the end of your page. Repeat your offer and call to action at the bottom, when someone viewed your entire page.

repeat your call to action

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

2

Ensure Your Landing Page Works on All Devices and Browsers

I know, I know. This tip is an open door. But many people leave this door right open 🙂

How certain are you that your site works well on all popular devices and browsers? The easiest way to get more sales is checking whether your site works well. I’d guess 99% of all sites I’ve optimized have had technical issues in certain devices and browsers. I’ve recovered so much revenue that was lost because someone rushed the QA testing part.

I often use Browserstack for QA testing. Checking it is boring as hell, finding issues sucks. Solving those issues and seeing the extra sales come in is fun.

solve technical conversion issues

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

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So who comes up with these tips, anyway?

Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.

Gijs Wierda

Gijs Wierda