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Jared Hamilton
From: Jared Hamilton
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Revamp Your Contact Forms to Increase Dealership Website Conversion

Many of the dealers I talk to are extremely concerned about the conversion rate of their dealership website, and rightfully so.  Converting website traffic into leads should be a priority of everyone involved with your site, from your vendor to your Internet Manager to your GM.  One way to affect your conversion rate is by optimizing the contact forms you use to collect leads.

 

Reduce the Size: Keep the number of form fields to a minimum; only ask for what you absolutely need to follow up. Many people get overwhelmed when faced with providing a lot of personal information just to get some info about a car.

 

Design the Mobile Version First: Not only will this help ensure you have mobile-friendly forms on your mobile dealership website, but it helps you focus on keeping the form simple.

 

Reduce Friction: This could be as simple as making it clear which fields are required (even if it's all), using in-line validation to correct errors as they are made, or using ghost text to help users know what format they should use.

 

Make it as easy as possible for your dealership website visitors to submit a lead by simplifying lead forms.  If you have long, complicated contact forms, talk to your auto dealer website provider to see how you can simplify your forms and raise your conversion rate.

Good advice Ali. One more piece I'd recommend is to always try the form yourself - and from different devices. This helps in highlighting some challenges with the information you request - for example, how difficult it is to enter your VIN on a mobile device just to setup a service appointment (yelp, I've seen it). By trying the forms yourself you may find fields you can remove or other information you can ask for that will improve the consumers experience.
Jim Bell
Great points that we all have to take into account from the man that has mastered the form submissions.
Ali Amirrezvani
Great tip James. That's a good way to test how easy your form is to use.
Ali Amirrezvani
Quite the compliment Jim - Thank You!
Cassie Allinger
Nicely summarized Ali! I particularly like the philosophy of designing for mobile first - that definitely helps keep the simple mentality. The one thing I would add is don't forget to TEST! Best practices are great guidelines, but at the end of the day, let the data drive your decisions.

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