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11 Massively Doable Ways to Increase Online Conversions with Forms

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Slides created for a live webinar that aired on April 29, 2014. The webinar was sponsored by Formstack, an online form building tool, and featured digital marketer Jay Baer. …

Slides created for a live webinar that aired on April 29, 2014. The webinar was sponsored by Formstack, an online form building tool, and featured digital marketer Jay Baer.

Marketers spend precious time - and equally precious money - driving traffic to their websites. However, what good is that traffic if it doesn't result in new customers? Don't throw away your marketing budget on lost conversions. These slides address common pain points that marketers face when engaging their audiences online and bring you 11 practical tips that can improve your conversion rates today.

Published in: Business, Technology, Education

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  • 1. @jaybaer | #formchat | @formstack 11 MASSIVELY DOABLE WAYS TO INCREASE ONLINE CONVERSIONS WITH FORMS Tuesday, April 29 1 p.m. EST
  • 2. @jaybaer | #formchat | @formstack ABOUT FORMSTACK • Flexible online form building platform • Quickly capture responses with branded web forms
  • 3. @jaybaer | #formchat | @formstack JOIN THE CONVERSATION! • Use GoToMeeting’s chat function to ask questions • Be social! Tweet your comments using the #formchat hashtag.
  • 4. @jaybaer | #formchat | @formstack ABOUT OUR PRESENTERS Jay Baer Alex Lopes
  • 5. @jaybaer | #formchat | @formstack WHY CONVERSION RATES MATTER
  • 6. @jaybaer | #formchat | @formstack LESS MARKETING MONEY. MORE LEADS.
  • 7. @jaybaer | #formchat | @formstack 20% TRAFFIC LIFT. SAME CONVERSION RATE.
  • 8. @jaybaer | #formchat | @formstack 1 PT CONVERSION LIFT. SAME TRAFFIC RATE. 33% Increase!
  • 9. @jaybaer | #formchat | @formstack WHY ARE FORM CONVERSION RATES LESS THAN THEY COULD BE?
  • 10. @jaybaer | #formchat | @formstack OBSTACLE # 1 Your form is too long and might seem intimidating. Conversion rate significantly drops with 4+ form fields.
  • 11. @jaybaer | #formchat | @formstack SOLUTION # 1 Optimize your layout to make form less intimidating.
  • 12. @jaybaer | #formchat | @formstack OBSTACLE # 2 Users are skeptical about sharing private information. 86% of Internet users feel their privacy is compromised when entering sensitive information.
  • 13. @jaybaer | #formchat | @formstack SOLUTION # 2 Assure form security with credible logos and privacy content.
  • 14. @jaybaer | #formchat | @formstack OBSTACLE # 3 Users are afraid of getting spammed. Over 70% of emails sent in Q2 of 2013 were spam.
  • 15. @jaybaer | #formchat | @formstack SOLUTION # 3 Clearly define how their email addresses will be used.
  • 16. @jaybaer | #formchat | @formstack OBSTACLE # 4 Your form has no clear value proposition.
  • 17. @jaybaer | #formchat | @formstack SOLUTION # 4 Give your users one clear reason to fill out the form. Customer Spotlight: Book It!
  • 18. @jaybaer | #formchat | @formstack BOOK IT!
  • 19. @jaybaer | #formchat | @formstack OBSTACLE # 5 You require users to leave their “environment” to complete a form. 44% of Formstack customers use Facebook to promote their form
  • 20. @jaybaer | #formchat | @formstack SOLUTION # 5 Turn fans into conversions by keeping the form in their environment. Customer Spotlight: Navy Seal Foundation
  • 21. @jaybaer | #formchat | @formstack OBSTACLE # 6 Your form has a boring call to action. Clearly communicate the benefit of filling out the form.
  • 22. @jaybaer | #formchat | @formstack Test different wording on your “Submit” button. SOLUTION # 6 New media + content = $60 million in donations
  • 23. @jaybaer | #formchat | @formstack OBSTACLE # 7 Your form contains irrelevant questions that might frustrate the user.
  • 24. @jaybaer | #formchat | @formstack SOLUTION # 7 Leverage form logic to only show relevant questions on your form.
  • 25. @jaybaer | #formchat | @formstack OBSTACLE # 8 Your form is not mobile-friendly. 37 percent of Internet users are exclusively mobile.
  • 26. @jaybaer | #formchat | @formstack SOLUTION # 8 Leverage a form tool that automatically formats for mobile.
  • 27. @jaybaer | #formchat | @formstack SOLUTION #8 The Guardian News and Media
  • 28. @jaybaer | #formchat | @formstack OBSTACLE # 9 It is difficult to fill out your form on a mobile device due to keyboard-dependent questions.
  • 29. @jaybaer | #formchat | @formstack SOLUTION # 9 Find ways to integrate your form with apps that can auto-fill with user information. 60% of Internet users believe that companies using social login are more innovative.
  • 30. @jaybaer | #formchat | @formstack OBSTACLE # 10 Your form does not match your digital brand identity.
  • 31. @jaybaer | #formchat | @formstack SOLUTION # 10 Enforce brand consistency with custom themes and embedded forms. Customer Story: University of Nevada - Reno
  • 32. @jaybaer | #formchat | @formstack UNIVERSITY OF NEVADA - RENO
  • 33. @jaybaer | #formchat | @formstack OBSTACLE # 11 Your form isn’t accessible to Internet users with disabilities. 508 Compliant forms can be read and completed by all Internet users, including those with visual or hearing impairments.
  • 34. @jaybaer | #formchat | @formstack SOLUTION # 11 Use a 508-compliant form builder for accessible web content. Customer Story: State of Massachusetts
  • 35. @jaybaer | #formchat | @formstack RECAP 1. Fix form security issues right away. 2. Test your form to make sure it is concise and understandable. 3. Make your form as convenient to access as possible.
  • 36. @jaybaer | #formchat | @formstack FIX FORM SECURITY ISSUES Assure form security with credible logos and privacy content. Clearly define how their email addresses will be used. Use a 508-compliant form builder for accessible web content.
  • 37. @jaybaer | #formchat | @formstack MAKE YOUR FORM CONCISE + UNDERSTANDABLE Make your form as short as possible and eliminate irrelevant questions. Provide a clear call to action and value proposition. Brand your form or embed it directly on your website.
  • 38. @jaybaer | #formchat | @formstack MAKE YOUR FORM CONVENIENT TO USE Ensure your form is mobile-friendly. Keep your users in their original environment when completing your form. Integrate your form with applications that assist mobile users.
  • 39. @jaybaer | #formchat | @formstack QUESTIONS? www.formstack.com
  • 40. @jaybaer | #formchat | @formstack SOURCES quicksprout.com | marketingtechinsights.com convinceandconvert.com kapersky.com | optimizely.com | marketingland.com janrain.com

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