A lot of companies don’t realize that many factors can affect lead conversion including how many fields you put on your form.  The other day I saw an insurance brokerage who had a very long form for a user to fill out to get a quote.  The problem with a long form is that the user probably will find it very inconvenient and would rather just talk to someone or find another website that makes it easier.

Now, whether you are a local service company or you are selling something online definitely factors into how many fields are optimal on your form. From my experience I find that a local service company can get away with basic fields such as name, email, phone and a comment box.  It would be odd for a service company to only ask for an email… most people expect to fill out some kind of comment box of some kind when contacting a service company to explain what they are needing.

If you are selling an ebook online or doing something to build your email list then obviously you will just want to have a very simple form like an email address.  And if you are an insurance company providing a quote online then you will want to reduce the amount of forms/questions during your quoting process as much as possible.

The bottom line is that too many form fields can definitely create inconvenience.  What you really need to ask is are you adding the form fields because the user will want to provide that info OR are you doing it for your own selfish needs?

Tip of the Day: Let’s say you need to capture a lot more information but you don’t know how to do it without reducing your conversions significantly.  In this case you can actually split your form into steps… so you can ask for name, email, phone in the first step and then add a few more fields in the second step and so on.  This breaks up your long form and creates a perception to the end user that it is easier.  The best part is that if they abandon the process in the second step you still have a lead!

ClickHook’s API actually lets you integrate a multi-step form.  So if the user fills in the first step it will send that lead info and as the lead continues through the steps all the other information will get added to the lead.  That way if the lead abandons the process at any given time you can have an email auto-responder setup to go out to that lead right away.