Using Smart Forms to Boost Conversions

Webdirexion Uses Smart Forms to Boost Conversions

Forms are a user interface that can streamline your software (website) and also your business processes.

Forms are a user interface element that will streamline your software (website) and also your business processes. But man

Hours went into creating an eye-catching website and you are seeing valuable results. Your website is scoring high rankings, there is traffic coming to your site daily. Unfortunately, analytics reveal that many visitors to your site are leaving without converting. Why? You might be scaring potential clients away with an overwhelming or poorly executed form.

Don’t Drive them off your Site

When a visitor on your site makes it all the way to a form, this means you have captured their interest and you are one step closer to creating a valuable conversion. Now comes the part that will make or break the deal. Therefore, it is vitally important that the form your clients encounter is easy to use, clean, uncomplicated and personalized to their needs. At Webdirexion, we implement basic psychology tactics that will create a form that makes users want to fill out the information.

Oftentimes users will run the other direction if they encounter a complex and complicated form. Leave the form simple and user-friendly. Rather than featuring several fields, such as home address, etc. – narrow it down to the key data points needed to serve the purpose of the form.  In fact, the shorter, the better.

Implement Marketing Psychology

Appeal to the senses At Webdirexion, we implement psychological marketing tactics such as featuring a tasteful color scheme and the submit button will turn a different color or heat up when you hover it. Research has indicated that simple principals such as these will increase conversions. In fact, in an article titled Call To Action Buttons and the Psychology of Color by Paul Olysager, he states:

By combining scientific studies on color with some design principles, you can create a great call-to-action button for your website and improve its conversion rate drastically.

color-psychology-smart-forms

In this example form, we use a blue call to action (CTA) button. Blue has been shown to generate more clicks in A/B testing modes.

On this same form, when the user hovers over the CTA button, it turns purple - which  creates a "heat up" effect that has been proven to generate more click throughs.

On this same form, when the user hovers over the CTA button, it turns purple – which creates a “heat up” effect that has been proven to generate more click throughs.

 

 

 

 

 

 

 

 

Include advanced options in a digestible manner

Recently, we completed a website for a client where we took the existing form and gave it a complete makeover. Our client informed us that they wished the form was easier to use. They even made the remark that no one really completed the form in its initial state.

This particular form was used for online sign up for Hazmat training courses, and it featured a lot of content with the available courses and user information. It was a bit too much to take in. In order to make this information more digestible the first step we took was to divide it into two pages in order to not overload the user. Next, we eliminated fields that were not necessary or beneficial. Finally, we cleaned it up with a simple, easy to use and tasteful color scheme, theme and layout.

The results took our client, TMGI, by surprise. In fact, Diane, the Account Manager at TMGI stated:

“The form is much more user friendly.  It was more confusing before.  It’s easier on both ends now, saving me time, and saving the customers time — they’re not frustrated.  Before they would call me and be confused and I would have to do it for them.”

webdirexion screen shot

This simplified smart form we created for TMGI has increased their number of conversions dramatically in only 2 short months.

Appeal to the needs of the Individual

Customize the form with advanced fields that only display according to the selections of your client. By doing so, you appeal to the client’s needs with your personalized approach and attention to their unique needs. At WebDirexion you will disccover new ways to incorporate forms on your site that can do more than generate leads. While the ultimate goal is to increase conversions, we incorporate smart forms that generate the information needed to optimize all aspects of your business.

For example, let’s say you own a restaraunt. Your contact form can include an a field that states, what is the reason you are contacting us. Then according to their response, smart fields will appear that apply specifically to them. Using the restaraunt example, if reason for contacting was for an upcoming catering event, next you can display fields that will ask what date they are planning for, how many people will attend, which food service they are interested in, etc. Still using the restaraunt contact form, let’s say the user selected reason for contact was recent experience. Use this as an advantage to obtain valuable information for your business with smart fields, such as: what could we have done to make your experience better, who was your server, rate your experience from 1-10. By individualizing the automated smart fields according to the user’s needs, you have now generated much more valuable information besides a name and an e-mail address.

Ready to use smart forms to boost conversions at your sites? Let our smart forms experts launch you in the right direction. Reach out today to find out more.

Persuasion Psychology in Marketing

There’s a $189 book, just published, on techniques for persuasion in copywriting and going for the holy conversion — when a visitor to your website completes a certain goal at your website which in B2B marketing might be a PDF download, or sign-up to your newsletter, etc. Does this art and science have some smart tactics we can all use for online marketing including social and content marketing? Yes. Let’s take a look at the book, a video and some principles…

Persuasion Psychology

How do you use persuasion psychology in your online marketing?

The Book:  Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics ($189)

Although the price sounds high — if you could increase your results as a result of the author’s theories, then you might pay for it with just one or two additional sales.  What theories? (more…)

Online Healthcare Marketing – Mayo Clinic

English: Mayo Clinic Rochester Minnesota - Gon...

English: Mayo Clinic Rochester Minnesota – Gonda Building (3rd Avenue SW) (Photo credit: Wikipedia)

Not so long ago healthcare marketing was seen as being faintly unseemly if not downright unethical. In fact a paper titled, Physicians’ and consumers’ conflicting attitudes toward health care advertising by F.B. Krohn and C. Flynn, published back in 2001 was dedicated to exploring the differing opinion between doctors and patients regarding advertising medical services.

At the time, many medical professionals saw advertising as ‘…potentially unethical, misleading, deceptive and likely to lead to price increases.’  Consumers on the other hand, those potential patients, felt that healthcare advertising led, “…to higher consumer awareness of services, better services, promotes competitive pricing, and lowers rather than raises health care costs.”

One can only hope that those physicians opposed (more…)

Using Google+ for B2B Marketing Success

Google+ for B2B

Join us on 08.29.13 (last Thursday in August) at 10:00 AM PST/1 PM EST — register now for free. Don’t forget to send your comments and questions to #WebDXSocial via Twitter and Google+ both before and during the session.

After a slow start, Google Plus has come racing to the front of the pack, now surpassing Twitter in its number of active users. Whether they are already actively using Google Plus or not, internet marketers, particularly those in the B2B arena can not afford to ignore its potential. To do so, would be to risk being left in their competitors’ dust as they make use of the network’s robust tool set for marketers.

No matter how much sense it makes to chart new territory however, it is always better to have a guide or two that can show you where the treasure is buried. In this, our third Live Social Strategies session, Webdirexion are proud to introduce three respected social media marketers Michael Procopio, Debbie Horovitch and Ryan Bush. Each will be generously sharing their own tips and experiences of using Google Plus for B2B Marketing. (more…)

Social Media and Healthcare Marketing – Live Tweeting

Healthcare Marketing - Scanadu

Modern day personal medical devices are reminiscent of body scanners used in Star Trek.

At Webdirexion we often comment on how much our working lives have changed in the last twenty years. However, amazing as it has been for us to ride the wave of internet development how much more incredible must the journey have been for those in healthcare?

Not even touching upon the scientific progress that has been made in practical medical equipment like CT-Scans  or modern day prosthetics, just look at what a difference the internet and mobile technology has made to the medical professions. Take ThermoDock and Scanadu as examples. Who would’ve thought (more…)

B2B Curation Tactics for Content Marketers

Content Marketing = Publishing, and Publishing takes time, not to mention social media work. That’s why the Webdirexion team is always looking for efficient tactics for the marketing Battle, and today I’ll tell you about five B2B content curation tactics using two interesting services.

B2B Content Marketing Tactics Site at Scoop.it

Note that we are also using a custom domain name tactic for our new Scoop.it curation site — we bought B2BContentMarketingTactics.com and routed it there.

First, what is curation as a Content Marketing tactic?  Content curation is a general tactic whereby you search for the best content online in your niche, industry, and area of focus, then cull it together and usually provide value added by including your own summaries to position yourself as a thought leader (similar to what museum curators do).  A recent article in Forbes gives more thoughts on how content curation has gone mainstream.  There are a number of specific tactics and techniques, including (more…)

One Great Reason to Outsource Internet Marketing

Outsource marketing Saves TimeOf all the great reasons to outsource marketing – especially your online marketing –  there is one that, to me, is the most compelling of all. It saves money!

Hey, what can I say. I’m Scottish and I love a bargain. But honestly, if I was a small business owner who had decided the time had come to get serious about internet marketing , I would be looking to do two things.

1. Find a great agency that has the skills I am going to need to get my company website and social marketing flying.

2. Decide on which in-house member of staff is going to be responsible for communications with the external agency.

Do you know why I think number 2 is so important? Because (more…)

WordPress 3.6 Release Overview

twenty thirteen theme with WordPress 3.6

The twenty thirteen theme with WordPress 3.6 is optimized for mobile. Webdirexion can build you a mobile ready child theme  to make your site responsive for smart phones.

A brand new major WordPress version — WordPress 3.6, “Oscar” — rolls out this month, the result of the fine work by the Automattic team (the engineers behind this leading CMS).  It’s open source, as usual, which means free for the download.  Of course, the WordPress Foundation can always use your support.  Here’s a review and impressions of new features.

Upgrade Note:  We’re advising our clients (Webdirexion is a WordPress house, and offers a number of related services for online marketing) to wait a bit for the upgrade until the new version proves itself out — 1-2 weeks.

  • Compare Revisions UI Upgrade:  There has always been a way to compare post and page revisions — an excellent tool for (more…)

What is the New Public Relations?

Webdirexion Social Strategies Broadcasts with Panel of Experts

A panel of experts will addressed this topic in the first of three Social Strategies broadcasts (register today).

What Exactly is Public Relations?

Just out of interest I asked Google, ‘what is public relations’. The first result I got was : the professional maintenance of a favorable public image by an organization or a famous person.

That seems a bit broad so I went to an excellent source, the Public Relations Society of America. Their definition of Public Relations is : a strategic communication process that builds mutually beneficial relationships between (more…)

Lead Gathering for Law Firm Marketing

What is the most effective way to gather leads for a smaller Law Firm?   Let’s talk about firms of one to eight attorneys and consider now that the Yellow Pages are mostly dead, what are some strong strategies and tactics to gather qualified leads for rainmaking in your practice.

Law Firm Marketing Factors

Law Firm Marketing Factors: Above (1) we see that PPC ads for personal injury law firms can cost around $60 — per click. (2) Checking search volume for Seattle “personal injury attorney seattle” had 3,600 searches last month according to Google — a good term to target. (3) A search return for the same phrase shows both paid ads in play as well as organic “earned” listings. (4) research (from Lexis Nexis) shows 75% of consumers seeking an attorney will use online resources. [click to enlarge]

“…law firms need a mix of tactics to gather leads, and you need to put in place tracking metrics to gauge ROI.”

Five tactics to gather leads for Law Firms 

  • DirectoriesNolo vs. Lawyers.com (Lexis Nexis) vs. AVVO vs FindLaw:  What I learned by checking different lawyer forums is that while each directory listing company has their advocates and detractors (this article denounces Nolo and “Expert Hub”), I still believe that an ad for approx. $200 in the right directory for your firm is a smart part of your marketing mix. 
  • Pay Per Click Ads on Google:  Click costs can add up at rates ranging between $8 – $111 per click (see infographic showing a study of recent rates for legal terms).  Let’s say you pay $60 a click (more…)