“Form abandonment occurs when customers begin filling out fields in a form, but for some reason decide to leave before completing,” according to Barilliance.
While this is inevitable with a percentage of prospects, having a high form abandonment rate is problematic because you’re squandering valuable leads. So it’s definitely something to address.
Let’s now discuss some straightforward ways to lower your form abandonment rate and get the most from your legal site visitors.
Identify Key Issues
To start, it’s important to gain an understanding of where visitors are leaving and determine any friction points. To identify key issues, you’ll need to track form abandonment using a tool like Google Tag Manager.
If you’re familiar with Google Analytics and use it to monitor your web traffic, this shouldn’t be too difficult. Otherwise, it will require a bit of a learning curve but is worth it for the valuable data you’ll obtain.
To learn the basics of the process, I suggest reading this post by Google developer expert, Simo Ahava.
After getting everything set up, you’ll be able to pinpoint the specific fields that are causing people to leave. In some cases, there will be one particular field that’s the root problem — in which case, you may want to remove it.
This brings me to my next point.
Eliminate Non-Essential Fields
Generally speaking, the fewer the number of fields, the lower your form abandonment rate will be. So if you’re using a high number of fields like seven or more, it’s smart to trim it back so visitors don’t have to fill out any more information than necessary.
One case study involving cloud telephone company, Knowlarity found that removing just one field decreased the form abandonment rate by 11 percent.
You may even want to keep it as simple as asking for a person’s name, email and telephone and nothing else.
Perfect Your Wording
E-commerce expert Thomas Giles performed an experiment on the impact of form wording. In his experiment, he initially included the following line toward the bottom to reassure people that their information won’t be misused.
“100% privacy – we will never spam you!”
But this actually had a negative impact where conversions decreased by 18.7 percent.
So he tested a new variation that read, “We guarantee 100% privacy. Your information will not be shared.”
And it increased conversions by 19.47 percent.
Giles said,” I believe the original test did not work because they used what I call in conversions a ‘halt word’.” This goes to show that you need to be very careful about the wording you use and don’t include anything that could potentially disrupt a person’s rhythm when filling out a form (like using the word “spam”).
Increasing Your Leads By Improving Your Form
At first thought, your law firm’s form may seem inconsequential. But in reality, there are several factors in play that determine what percentage of people make it to the end and submit their information. If you’ve been struggling with a high form abandonment rate, following these tips should help you reduce it and generate more leads.