Infographic: Contact forms for the marketing Ninja

ninjaContact forms give visitors to your site an easy way to reach you.  They’re used to gather more information about your readers (such as their email address and job titles), and provide a way for them to get in touch without the site owner having to disclose their own own private email address.

But what should you include in a contact form? Too many fields can cause confusion and take too much time for your readers to fill in, frustration kicks in and forms are abandoned.

SingleHop, the cloud host provider, has created a infographic that offers some pointers for marketers to remember.

Create the right kind of friction
This is a matter of getting the balance right. Want more leads in general? Reduce friction by reducing the number of fields on your form. Want more quality leads? Increase friction by adding more relevant fields.

Always include fields for the email address, name and business phone but don’t go overboard.  Conversions decrease as the number of fields go up. Only include what you need  – according to SingleHop, Expedia gained $12m in profit after removing just one redundant field.

Build trust
This can be accomplished by offering freebies or displaying customer endorsements and testimonials. Clearly provide details about your privacy policy so readers know what they are signing up to and who you share your data with.

Call to actions
Change tenses from second person to first. For example use “Start My free Trial” on buttons rather than “Start your free trial”. Personalise the actions and talk to your readers as individuals.

Say thank you
Use a “Thank you” page.  You’ve got what you wanted from your user, so show your appreciation. It’s good for business too – according to the infographic, 39% of users will accept offers on this page and it can provide pathways to relevant news, blogs and services on your site.