Your website is a great resource to drive sales, strengthen your brand, and generate new inquiries. For a lot of companies, a well-designed Request a Quote form is the best way to capture those inquiries. But how do you know if you’re making the most of your form? Here are four ways to leverage your quote form for top notch performance!
- Track drop-offs
- Remarket visitors
- Keep it short
- Test user experience
Track quote form drop-offs
We’ve all been there: You’re filling out a form and don’t end up finishing it completely. You “dropped off,” either because of an unexpected distraction, the questions were endless, or a myriad of other reasons. You can reduce form drop-off (also referred to as form abandonment) by capturing and tracking partial submissions to understand exactly where drop-offs occur. This happens via a WordPress plugin or another custom script that uses event tracking to capture which fields are being completed, and which ones are causing visitors to abandon the form. Once you have the data, use it to tweak your form to improve the user experience.
Use forms to remarket visitors
Used in collaboration with an email marketing solution or CRM, a quote form is a great tool for retargeting your prospects and staying in front of them. For completed entries, do more than follow up with pricing, product information, or to schedule service – provide additional value in the form of a discount or incentive to motivate action. For partial entries and drop-offs, send visitors a reminder to finish filling out the form. Both types of follow-ups can be automated with your email marketing system.
Two important tips here: Don’t spam visitors with more than one reminder, and don’t send the reminder immediately. Both will just annoy them! Give visitors an opportunity to return to the form on their own.
Keep form length short
The biggest contributor to form abandonment is that the form is too lengthy. Find the right balance between gathering the information you need and ensuring submissions. We’ve found that limiting a quote form to under four pages or steps makes for positive conversions. It’s also helpful to inform visitors of how many questions to expect, or clearly show the user’s progress as they go.
Test user experience
You are not your user, so it’s important to understand the user experience with your quote form. User experience design matters for ease of use, meaningful interaction, and efficiency. Test your quote form on real users by asking them to complete your form while vocalizing their thoughts. Take their feedback seriously and tweak your form until there’s no confusion whatsoever.
A well-performing online quote form can not only help you scale your business, it can be used to collect leads for volunteer interest, building products, or other inquiries. Need a hand building a quote form that gets results? We’re here to help.