Where to Put Your Contact Form? What the Research Says
You want leads. You need conversions. So you put a contact form on your website (or you build one from scratch). Here’s the million-dollar question though: how do you know if you’ve placed it in the right spot?
I recently shared research I found that focused on optimal logo placement as well as CTA placement. Considering how essential the contact form is to your conversion process, I think this one deserves a deep dive as well.
Let’s take some time to see what we can figure out in terms of how much contact form placement affects your site’s conversion rate and then nail down what you should do about it.
The Experts Weigh In: Where Should You Place Your Contact Form?
The contact form is an interesting design element. Each of your visitors knows what a contact form is and what needs to be done with it, so there really isn’t much hubbub around its placement since the most important thing is that it’s easy to find and use. Of course, that doesn’t stop the experts from weighing in on what they believe to be the best use of contact forms on a website.
Assessment #1: Above the Fold vs. Below the Fold
For the most part, marketers will tell you that a contact form should always appear above the fold. The major reason why marketers believe this is because studies by Google confirm it.
In a 2014 study they conducted around viewability, they found that ads placed below the fold were viewed 66% less than those above it. The Nielsen Norman Group conducted a similar test and found the difference to be far more staggering with 102% less views of content below the fold.
As the NNGroup pointed out, however, “Users don’t scroll for fun. They scroll for a purpose.”
So long as you provide enough information above the fold to inspire visitors to take action, logic stands that it would be beneficial to place the form up top. Then again, there are instances where a contact form works just as well below the fold, given the right circumstances.
In an example given by Crazy Egg, FloridaTix demonstrated that a below-the-fold contact form resulted in 20% more submissions. It was because the page included much-needed details about the offer which, in turn, gave visitors a better reason to fill out the form; without which, they may not have otherwise considered making the leap.
Assessment #2: Above the Fold vs. At the Fold
According to Luke Wroblewski, a product director for Google and UI design expert, there is no fold.
His argument is that many people’s instinct when they get to a new page of a website is to start scrolling, either because the top of the page takes a second to load or they assume there’s more to look at below. Because of this, he argues, that the most engagement with your visitors will take place right at the fold instead of above or below it.
The issue isn’t whether the call to action is visible. The issue is whether your call to action is visible at the point where someone has become convinced to take action.
Summary of the Results
In addition to what the experts believe about contact form placement, it’s important to consider the impact mobile devices has made on this question about the fold. Think about it like this: where the fold lies on someone’s desktop computer may not be the same for someone else’s mobile device or even laptop. So, trying to place a contact form right above, at, or below the fold might not even matter.
If you’ve spent any time researching this question of contact placement before, you’ve no doubt run less into analytical studies about placement and more into suggestions related to which pages or sections of pages a contact form belongs on.
There’s no real right or wrong suggestion here, it seems. Ultimately, what it boils down to is knowing your audience. If you can create a customer journey that provides them with the information they need to make a decision, all you should have to do then is place your contact form where and when they’re ready to take action.
Want to see examples of the contact form’s greatest hits around the web? Since eight of every 15 form submissions comes from the contact page, let’s start there.
The Ultra Noir website features a 1950s style graphic along with a prominent contact for visitors to fill out.
American Express has included a contact form as a feature box at the bottom of its homepage.
Built Into the Design
Designer Mario Petrone has incorporated the design of his contact form into his website.
Marketing calendar service CoSchedule has a landing page specifically for its contact form.
NinjaForms’ contact page doubles as a support request page, allowing users to choose their reason for getting in touch.
Based on the results, I’d suggest that you take some time to consider more important conversion-affecting factors first. For contact forms this usually means font type and size, wording, number of fields, number of pages, color of the CTA, and so on.
Just because the experts haven’t come up with a clear rule for a winning placement of the contact form, that doesn’t mean you should leave this up to chance. Devise a plan for your visitors’ on-site experience. That will give you a good indication of what will work best for your contact form placement. Then run some A/B tests to confirm your theory and help you nail down the final placement of your forms.
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