Blog Entry

How To Increase Response Rates for Contact Forms – Reduce Friction

Contact forms are the gateways between your marketing website and the outside world. While there are many interaction points and forms on a site, the contact form is the place where users come to connect directly with you. Improving the conversion rate of your contact form can mean big things for your business, marketing engagement, sales and revenues. Here are some tips to help you increase the number of people filling out your contact form. 

Lesson #4: Reduce friction 

Reducing friction should be your default approach to the contact form design. But there are specific elements you can build into your contact forms to reduce friction and improve completion conversion rates. Set the tab order to allow the user to move quickly and sequentially through the fields. This is especially helpful for mobile and savvy Internet users. Pay particular attention to the final tab order of the Submit and Cancel buttons. Many quick tabbers will complete a form and expect Submit to be the next field. If they go to submit their information and inadvertently choose “Cancel” due to your field ordering, you’ve made someone very unhappy.

In-line validation is another way you can reduce friction. Some Javascripts can let users know if they have a malformed email address BEFORE they submit their inquiry. There’s nothing worse than hunting down an error after you’ve tried to submit your information.

Reducing friction drives conversion rate. No matter what you’re doing with your contact form, the more friction you can eliminate from the user experience, the higher you’ll be able to push your conversion rate. From form fields to help text to layout and design that make the user experience clear and consistent, these choices all impact how many people fill out your form.


If you need more assistance in creating effective web forms for your website, contact us. We are more than happy to take a look and give you pointers.