10 Interactive Forms Builders for Surveys & Lead Generation
As a marketer, it can be pretty exhilarating to see a steady stream of traffic pouring into your website.
But here's the cold, hard truth: traffic alone isn't enough.
The real challenge lies in extracting the most value from your visitors. That's where you need conversion rate optimization (CRO—the key element that transforms website visitors into leads, customers and loyal advocates.)
With the right CRO strategies in place, you can turn hesitant browsers into enthusiastic buyers and casual subscribers into brand evangelists.
Now, if you're ready to unlock the full potential of your website and ramp up your conversions to new heights, you're in for a treat.
This guide is your playbook for conversion rate optimization—packed with proven strategies and tools to supercharge your conversion rates.
So, let's dive right in!
Conversion rate is the percentage of visitors who complete a desired action on your site. The action could be to place an order, visit your website, fill out a form or download an ebook or whitepaper.
To calculate the conversion rate, divide the number of people who take the desired action by the total number of visitors, multiplied by 100.
Here’s the conversion rate formula:
Conversion Rate = (Conversions / Total Visitors) x 100
You can either calculate your conversion rate manually or use a conversion rate calculator.
Conversion Rate Optimization (CRO) is the practice of increasing the percentage of visitors who take a desired action, such as making a purchase, filling out a form or subscribing to a service.
Besides conversion rates, there are other factors you can use to measure the impact of your CRO marketing efforts, such as:
Here are nine key areas of your website or campaign that can benefit from conversion rate optimization.
Made with Visme Infographic Maker
Your homepage is often the first point of contact for potential customers.
Optimizing it can create a solid first impression, retain visitors and encourage them to browse other pages, which can lead to conversions.
Optimize your homepage by organizing your content and navigation logically so visitors can easily find their way around. Include a chatbot and knowledge base so users can get answers to questions.
Not to mention, displaying testimonials, bold CTAs and clear value propositions can also maximize and increase conversions.
Your pricing page is a tipping point for potential customers. Optimizing it can increase the number of visitors that convert into paid customers.
Ensure visitors can easily find information to make purchase decisions. Provide pricing tiers and discounts for each payment interval (e.g., monthly, annually). Describe the product features associated with each pricing tier. For users who need custom packages or quotes, you can add a simple form or phone number so they can reach out to you.
If you have an e-commerce website, optimizing your product pages can improve your conversion rates and drive more sales.
Like the pricing page, your product page should provide all the information shoppers need to make informed purchase decisions.
Include detailed product descriptions and specifications, high-quality images, videos, pricing options, customer reviews and testimonials. You can test different variations—including the product page layout, CTA placement and design—to see what works best.
Checkout is a sensitive page for e-commerce businesses. At this stage, shoppers are ready to buy.
Yet, it’s still possible to lose customers at this stage. Studies show that the average checkout abandonment rate hovers around 60–80%.
When shoppers leave your site at checkout, it’s a clear sign of friction and a need for optimization.
So, how do you optimize your checkout pages for more conversions?
Keep your cart and checkout as simple as possible. Optimize form fields to collect relevant information and use data validation to eliminate incorrect inputs.
Build credibility and trust by displaying the logo of payment options, trust seals, security badges and guarantees. Norton, McAfee, Verisign, BizRate and GeoTrust are popular security seals you can use.
Provide multiple shipping methods, payment methods and guest checkout options so visitors can easily complete their purchases.
Remember to include links to FAQs, shipping details, privacy policy and return policy. Also, provide live chat or contact info so shoppers can reach out with questions or concerns.
Landing pages encourage visitors to take a specific action, such as filling out a form or making a purchase. Optimizing it means you have more leads to nurture into paying customers.
The average conversion rate for landing pages across all industries is 5.89%. Optimizing your landing pages can raise your conversion rates by up to 10%, which is the benchmark for a good conversion rate.
Deploy visual elements such as color, contrast and white space to guide visitors' attention to the CTA. Experiment with different headlines, copy and designs to identify the most effective variations.
Blogs present a massive conversion opportunity. They attract, engage and nurture your leads toward the bottom of the funnel.
Optimize your blog by adding calls-to-action (CTAs) throughout the posts or inviting readers to learn more by submitting their contact information in exchange for a lead magnet.
When discussing a topic related to your offerings, provide links to relevant product pages or landing pages where readers can learn more or make a purchase.
Use exit-intent pop-ups on your blog to capture the attention of readers about to leave the page. Offer incentives, such as discounts or free resources, to encourage visitors to stay engaged or take a desired action.
On top of that, make it easy for readers to share your blog posts. Social sharing can drive more traffic to your website and expand your reach.
Forms are useful for turning traffic into qualified leads. You need them for lead generation, contact requests, purchases, registrations and more.
Optimizing your forms can help you capture more leads, which you can nurture into paying customers.
We’ll explain how to optimize your form later in the article.
If you’re struggling to convert, you need to pay attention to the quality of your CTA.
CTAs encourage visitors to take a specific action on your website. To drive action, your CTA or offer must resonate with your audience and show that you have the solution or product they need.
Experiment with different words or phrases to see what prompts your audience to take action. Also, conduct CRO tests on different button colors, sizes and placements.
By testing different CTAs, you can determine the best combination and improve your click-through and conversion rates.
Email is another prime candidate for CRO. It’s one of the best ways to engage leads and customers, nurture relationships and drive specific actions.
Email campaigns support targeted and personalized messaging, which is more likely to resonate with recipients and drive conversions.
You can optimize your email campaigns by testing different subject lines, email copy and calls-to-action to improve your open and click-through rates.
In addition to the examples we’ve mentioned, you can boost conversions by optimizing paid ads, mobile apps, contact us and thank you pages.
Ready to give your conversion rate a boost? Here are 10 CRO strategies that work. We’ve also sprinkled conversion rate optimization tips and examples of companies that have used these conversion rate optimization techniques.
The first step to optimizing your conversion rate is by doing a conversion or sales funnel analysis.
Funnel analysis is the process of mapping and analyzing the sequence of events leading up to the point of conversion and the number of visitors who go through these steps.
When done right, a funnel analysis or CRO audit helps you discover the obstacles visitors face or why they ‘drop off’ and leave before converting.
Customers may fail to convert due to bottlenecks like:
As an example, let's consider a customer journey for B2B buyers.
Step 1 (Awareness): Prospect comes across a sponsored blog post on LinkedIn and clicks Read More.
Step 2 (Consideration): They click on your website to explore your product's features and capabilities. The prospect watches demo videos, reads case studies and compares pricing plans to evaluate whether the software suits their company's needs.
Step 3 (Decision): The prospect fills out a contact form on the website to schedule a demo with a sales representative.
Step 4 (Purchase): After the demo, the prospect decides to purchase a subscription.
Considering this scenario, here are practical steps at each stage where prospects are likely to drop off.
If prospects drop off at the consideration stage, you need to:
However, if they leave at the decision stage, your best bet would be to optimize your demo request form, ask sales reps to follow up, engage and move them closer to conversion.
At the purchase stage, the solution would be to provide transparent pricing information, offer flexible payment options and address any concerns or objections raised by prospects.
From our example, you can see that every drop-off scenario raises a set of questions:
By answering these questions and addressing these friction points, you can start making changes that will increase your conversion rates.
Tools like Google Analytics can also help you track the number of leads you’ve acquired from traffic sources, pages and events that drive conversions. You can also use heatmap session recordings to see how people interact with your website and exit points.
Landing pages are critical touchpoints in the customer journey.
First, that’s where visitors land from paid ads or organic searches. Second, they are designed with a specific goal in mind—whether it's to capture leads, promote a product or encourage sign-ups.
Now, picture this scenario: a visitor lands on a slow-loading website with a cluttered design and layout, bland messaging and irrelevant content, among other issues. They'll probably leave right away, meaning you’ll continue to lose more leads.
So, how do you ensure your landing page gets a good conversion rate?
First, your design should be top-notch with captivating aesthetics. And don’t forget to optimize for mobile—most people use smartphones to browse the web.
Next, your headline should convey a strong product's value proposition. Make your CTA action-oriented. Use powerful words like "Get" or "Download" to create a sense of urgency.
Create persuasive and relevant landing page copy using Visme’s AI writer. You can also use it to proofread your existing copy or align the tone with your brand voice. Feel free to use as many prompts as you want to get a wide variety of responses to choose from.
Remember to sprinkle social proof on key pages. Customer reviews and testimonials boost credibility and validate your product.
Thanks to landing page optimization, TruckersReport increased its conversion rate by 793.%.
They succeeded in widening the funnel at the top and increasing overall funnel conversions. Some of their most impactful changes were making the design responsive, improving the overall aesthetics and adding social proof.
Collecting visitor information is a pivotal step in the lead generation funnel. That’s the point where visitors transition from passive browsers into leads.
Forms aren’t just for collecting data. They also guide visitors through the other actions you want them to take—whether it's filling out a contact form, signing up for a newsletter, demo, lead magnet or making a purchase.
By optimizing your forms for conversions, you can improve the user experience and reduce friction points.
There’s a lot that goes into boosting your form conversion rate. First up, a clean, appealing and consistent design creates a positive user experience.
Place your form above the fold or deploy website pop-up forms for visibility. Next, minimize the number of required fields to only what's necessary. Consider using multi-step forms to make the form less intimidating and increase your form completion rate.
Provide clear instructions for each field using tooltips or inline help text and use action-oriented CTAs that compel users to complete the form.
Security is a major concern. Hence, you need to implement security features to protect user data and increase user trust.
But why stop at creating static forms? Add a touch of flair with animations and interactive elements that delight and engage users—just be sure to strike the right balance between excitement and clarity.
Ready to elevate your form conversion rate? Take advantage of Visme’s extensive range of form and survey templates to create interactive, high-converting forms in minutes.
We’ve tested our newsletter signup forms with animated and customizable 3D characters on over 700k website visitors on mobile and desktop. The results showed:
We also conducted a split test of lead magnet forms on an audience of almost 500k organic users and found these results:
When it comes to CRO marketing, well-crafted sales collaterals are a must-have. They streamline your sales process and move leads faster toward conversion. They also provide your sales team with the tools and resources to close deals.
A good sales collateral helps prospects understand three things:
A good sales collateral can also address common objections that potential customers may have, such as concerns about pricing, functionality or compatibility. You can also use it to drive upsells and cross-sells and increase the average order value.
When your sales collaterals communicate value and eliminate doubts, you can be sure conversion will happen fast.
Visme provides everything you need to create high-converting sales collateral.
Access thousands of ready-to-use templates for flyers, brochures, ebooks, case studies, presentations, videos, graphics and more. Rather than create generic sales collateral, quickly customize it for different clients with our dynamic fields tool.
Enhance the visual appeal of your document with our collection of icons, illustrations, stock photos, videos and other design elements. Communicate complex data using charts, maps, widgets and other data visualization tools. Our AI-powered brand wizard can help ensure your sales collateral is consistent with your branding.
A/B testing (also called split testing) helps you quickly identify what does and doesn’t uplift conversions on your website.
Split testing involves comparing two versions of a webpage that vary by a few elements, such as a headline or a call to action (CTA).
For example, you can create and launch two versions of your website copy to see which one resonates better with your ICP or buyer persona. Better yet, you can test whether reducing the number of form fields will boost submissions.
Landing pages aren’t the only element you can subject to split testing. Test all the elements that can have a significant impact on user behavior and engagement, such as:
By conducting a split test on their headline and adjusting the copy—L’Axelle, an e-commerce company—earned a 38.3% conversion rate. The initial copy read “Feel fresh without sweat maps” while the test read “Put an end to sweat marks!”
Tweaking their headline from comfort-oriented to action-oriented lifted their conversion metric by up to 93% better than the previous.
Adding social proof boosts trust and credibility with potential customers. Better yet, it validates the value and quality of your product or service.
The logic behind social proof is simple. When visitors see that others have had positive experiences with your product or service, they are more likely to trust your brand and feel confident in their decision to convert.
There are different ways to use social proof to your advantage.
Create compelling case studies that showcase how your product or service has helped specific customers achieve their goals or overcome challenges. This strategy is effective for B2C and B2B companies.
For example, Visme has a page dedicated to success stories of clients who have achieved success with our solution.
Tap into Visme’s extensive library of case study templates to validate your solution and boost credibility.
Share it online using a URL or download it as a PDF for distribution across social media, webinars, email and sales presentations. Alternatively, generate an embed code to publish it on your website.
Highlight key metrics, success stories and tangible results to demonstrate the value and effectiveness of your offering. You can share video or text testimonials on key pages across your website.
Display customer reviews and ratings from reputable review platforms such as Google Reviews, Yelp, Trustpilot or industry-specific review sites. This will paint a vivid picture of satisfaction and trustworthiness.
Partner with influencers, celebrities and industry experts who have a strong following and credibility in your niche. Be sure to display logos, trust badges, certifications or seals from clients you’ve served and reputable organizations.
Another way to give your conversion rate a boost is to match the user’s search intent.
Search intent is the purpose behind a user's search engine query and what they want to accomplish.
Why does it matter? Search engines like Google are constantly evolving to meet users' needs by delivering the most relevant results.
Aligning your content with what users expect to see can lead to higher rankings, more traffic and more conversions. That’s because it’s relevant, drives engagement, addresses users' pain points and improves their experience.
Start by understanding your ideal customer profile or buyer persona. Here’s a template you can use.
Next, decode their intent, pain points and customer journey stage based on:
After that, figure out what they are looking for when they visit your website. This will help you target specific segments of your audience with content that resonates with and converts them.
When writing content, it's important to focus on the benefits of your product or service and highlight how it can solve their problems or meet their goals.
Overall, personalizing your content to match search intent guides users through a clear conversion path and eliminates distractions that will block conversions.
Placing CTAs in multiple locations can help improve conversion rates.
Here’s why this is important. Visitors have different browsing patterns or interact with websites differently.
For example, different website visitors may be at varying stages of their purchasing journey. That's why it's important to have visibility on website visitor tracking regarding landing page or CTA sections.
While some are just exploring options or getting more information, others may be comparing products or ready to make a purchase.
Diversifying your CTAs ensures they are easily accessible to users regardless of where they are on your website. Visitors have the opportunity to convert at different touchpoints along their journey.
It's no secret that CTA banners can sometimes be ineffective. Unfortunately, some people scroll past them without a second thought because they look like ads.
If you use a blend of CTA buttons, in-text CTAs, banners, etc. at strategic locations on your page, you give users multiple chances to convert.
Let’s take a look at how you can diversify your CTAs:
Remember to test which different CTA combinations, placements and designs yield the highest conversion rates.
At Visme, we use different CTAs in various sections of our blog.
Distractions make it harder for visitors to focus and absorb the core message or take the desired action.
To increase your chances of conversions, your page should have one prominent CTA and nothing irrelevant to sidetrack users. This will guide users' eyes and increase the likelihood of them taking the desired action.
Let’s say your landing page goal is to have users sign up for a free trial. If there are other links or navigation bars, that may divert the user's attention and distract them from taking the desired action.
Airbnb’s landing page is a good example of eliminating landing distractions. The text is concise and to the point. There’s no navigation either, so naturally, the reader's eye will gravitate towards the copy and the CTA “Airbnb Setup.”
Shopify’s free trial landing page is another example. There’s no navigation or alternative CTA that shifts focus from the copy or interrupts conversions.
Besides eliminating navigation, keep your layout clean. Use plenty of white space and avoid too many images or graphics.
Create a visual hierarchy to draw attention to the most important elements on your page: the headline, supporting copy and call-to-action (CTA).
If you must use pop-ups, make sure they're relevant and non-intrusive. When using a video(s) on your landing pages, allow visitors to play it themselves. Auto-play videos can easily distract and annoy visitors.
Let's face it: not everyone who visits your website will convert. When doing online shopping, 72% of visitors are more likely to abandon their cart.
Retargeting (or remarketing) allows you to reconnect, re-engage and remind prospects to complete a purchase or take other desired actions. Statistics show this attracts a 147% conversion rate.
Retargeting works by tracking visitors who’ve previously visited your website and serving them ads as they visit other websites. It's most effective if you target users that have visited high-converting pages like:
Different platforms, such as Facebook, Google and LinkedIn, allow advertisers to target users based on criteria such as contextual relevance, behavior, device type, lookalike audiences and more.
After a successful retargeting campaign, Ouibus—one of the largest bus service providers in Europe—saw a 27% increase in revenue. As the campaign continued, the company saw an incremental increase in the number of purchases month-over-month.
Here are four top conversion optimization tools you can use.
Visme’s online form builder empowers you to create interactive, engaging forms that can double or triple your conversion.
It comes with an extensive range of interactive elements, including beautiful 3D designs, animated characters and motions that are guaranteed to grab the audience's attention and nudge them to take action.
Besides our intuitive, no-code form builder, you can quickly create forms using professionally designed form and survey templates across multiple categories, including:
Visme gives you creative control over your form designs. You can change the fonts, colors and other design elements in the form fields, question page and thank you page. Plus, you can create your preferred character from scratch or select pre-made ones and their movements.
Once you’re satisfied with the look and feel of your form, publish it with a link or QR code or embed it on your website using auto-generated HTML. Our real-time analytics lets you analyze the performance of your forms.
Visme also offers a powerful visual content creation tool and thousands of templates to streamline your sales and marketing efforts. Tap into the extensive template library and drag-and-drop editor to create conversion-ready content, such as:
If you need help creating your document quickly, use our AI document generator to develop one filled with content and designs. You can easily collaborate with your team members or manage design projects with our workflow tool.
Hotjar offers tools like heatmaps, session recordings and feedback polls to help you gather valuable insights into user behavior and preferences. It also allows you to create surveys and polls to gather insights and improve users’ experience.
Another standout feature of the tool is the ability to create conversion funnels to track user journeys and identify potential drop-off points.
When you’re able to find leakages in your funnel, you can easily fix them. You can also learn from your best-converting flow to know which tactics work best and double down on them.
HubSpot is a feature-rich inbound marketing and sales platform. It provides a suite of tools to help you optimize your website and convert more visitors into leads or customers.
The landing page builder allows you to create custom landing pages optimized for conversion. You can also assess lead capture, email marketing, live chat, CRM, analytics and report tools to not just capture leads but nurture them toward a sale.
The best part? Visme integrates with HubSpot, so you can easily move marketing and sales materials or designs between both platforms.
Salesforce is a powerful marketing automation tool that helps businesses optimize their conversion rates and improve their overall ROI. It provides various tools to help you manage customer relationships, track sales activities and optimize overall sales processes.
Salesforce automates and centralizes CRM data so users are equipped with insights to sell smart and ramp up conversion rates.
Access an email builder, cross-channel analytics, marketing and lead management tools that allow you to capture, qualify and nurture leads throughout the sales funnel.
Deploy Visme’s integration with Salesforce to ensure sales reps have personalized and visually engaging content to share with leads to close more deals in real time.
The average conversion rate varies depending on the industry and the channel. However, on average, a good conversion rate example is between 2% and 10%.
A CRO strategy is a plan to increase the percentage of visitors who take a desired action on a website. The strategy typically involves identifying the target audience, defining business goals, analyzing user behavior, identifying potential roadblocks and testing different variations of website elements such as landing pages, forms and calls-to-action (CTAs).
That’s a wrap! Effective conversion rate optimization has the potential to increase your bottom line. Of course, it becomes easier when you’re equipped with the right CRO techniques and tools.
If you’re ready to get started, Visme provides an online form builder and visual design tool to streamline your efforts. Easily create engaging and interactive lead forms that increase conversions by up to 207%. Browse through our extensive library to easily create lead magnets, ebooks, whitepapers and other sales enablement content.
Sign up to create high-converting forms with Visme.
Improve your data collection from emails, leads, to surveys and more, by using beautifully designed forms that convert up 2X better.
Signup Free
