Your hotel has already invested in developing its website, improving search engine optimization (SEO) and on Google Ad campaigns. Your brand website attracts a decent amount of search traffic. Now, for example, your hotel wants to leverage this traffic to drive more business for banqueting. However, your lead conversions seem to be below par. Has your hotel thought about checking the design of its lead form?
The main objective of a lead form is to drive as many relevant fills as possible. Here we list down the seven best practices to improve your lead from design which shall ensure a higher conversion rate.
Craft a lead form that seeks only essential information from visitors such as name, phone number, email ID, etc. You do not want the customer to give this process too much thought. Did you know that every additional field that requests information reduces your fill rate by around 4%? Asking too much information might also seem like an invasion of privacy and may deter some guests from clicking on the ‘Submit’ button. For others, it might simply be too much work.
Try not to get the form to look big:
Continuing from the above point, a big lead form may give the impression that the visitor has to provide a lot of information. Another problem that arises is if the ‘Submit’ button of your lead form is not above the fold — ideally the entire form should fit into your screen without the need for scrolling. Placing the ‘Submit’ button in the same fold would help reduce time and increase the rate of conversions.
Make it mobile-friendly:
According to studies online, nearly 60% of the world’s population uses the internet, out of which 93% access the world wide web through mobile. Responsive web designs will help you to create mobile friendly forms. Did you know that nearly two-thirds of visitors are likely to return to a mobile-friendly website.
Employ common usability design principles:
For instance, if your service or product comprises different offerings and if the visitor can select only one option, make sure to use a radio button instead of a checkbox. Instead if the visitor can select multiple offerings, checkboxes are preferable.
Ensure visual hygiene:
Ensure that field instructions (name, email, etc) are clear and visible. You could include text in the background on what you want them to enter. For example, in the name field, you could prompt ‘Enter your name’. It is also important that the fields are distinguishable from the background color of your lead form.
Make it customer-centric:
Other best practices:
Your lead form could support Google auto-fill, which would increase fills exponentially. You could also provide a multilingual lead form.