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How To Use Conversational Forms to Increase Website Conversions

When businesses add forms to their website or send them […]

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When businesses add forms to their website or send them to subscribers through email, they’re expecting results. Online forms are one of the most prominently used lead generation tools among marketers. However, few people have the patience to follow through with completing forms and, as a result, just 21.5 percent end up successfully filling them out.

It’s essential to up your form game if you’re going to see responses from your audience. It’s time to look at different ways you can make it easier and more enticing for customers to answer every single question and do so without issue. A great way to do this is by implementing conversational forms.

Let’s look at how you can use conversational forms so you see higher conversions, increased engagement, and more leads generated on your website.

Incorporate Conversational Marketing

Conversational marketing poses automated questions to users one at a time to create a more personalized experience that feels more like a conversation than a survey. Users can get asked questions based on their previous answers for improved accuracy and relevancy.  It’s a friendlier approach than most businesses use to connect with customers and receive honest feedback.

By 2021, conversational marketing will be a recognized channel for revenue in for B2B and B2C businesses alike. If brands aren’t adapting their conversion strategies to match this change, they’ll be behind on ways they can connect to their customer base. WPForms makes it easy for businesses to incorporate this type of marketing into their own strategies by allowing them to easily create forms with no knowledge of coding.

MonsterInsights uses conversational marketing to lead users through their customer survey one question at a time and make it an overall easier experience:


Create Credibility Through Trust

One of the best things you can do for your business is to boost its credibility using trust. It’s rare for a new visitor to visit your website for the first time knowing little to nothing about your brand and suddenly want to fill out all the optins thrown at them. This is because they don’t know if they can trust you yet as there’s still more research to be conducted.

You can use conversational forms to build your brand’s credibility because of the way they function. Most forms ask for personal information including full names, addresses, email addresses, and more, and few people are willing to simply hand that out to a business they don’t know too well. Conversational forms humanize your brand by asking questions based on previous answers so the conversation feels genuine rather than desperately data-grabbing.

How often have you come across a boring form like this that a website expected you to fill out?


Hardly anyone would be motivated to fill out a form so lackluster.

Take a look at how Montreal web agency Locomotive uses a conversational form to get to know their target audience’s motives and gain their trust before moving forward:

Turn Them Into Chatbots

If you’ve visited any kind of ecommerce website, you’ve probably noticed a chatbot on the bottom right-hand corner trying to get your attention. Rather than hiring live chat assistants to help users navigate their website, businesses are investing in chatbots to provide excellent customer service and solve users’ issues quickly.

Chatbots are artificially intelligent software that allow brands to figure out what the customer needs while creating a more humanized experience. They use conditional logic to talk to users based on previous questions, needs, and answers, which means they take previous answers into consideration when choosing what to say next.

Shop Spring combines conversational marketing with a chatbot on Facebook Messenger to help users find products best suited to their needs:


Utilize A/B Testing

It’s essential that you don’t create a form, present it to your audience, and expect to see positive results every time. Without using data to configure your current strategy, you won’t be able to see positive ROI or increased conversions on your website. That’s why it’s so important to A/B test your conversational forms to see what works best for your target market.

Consider the phrasing of your questions, how you use conditional logic, colors, text, and the number of questions presented when deciding what elements to A/B test. There are so many elements to consider that it can feel overwhelming at first, but it’s important that you only test one component at a time. That way, you know exactly what’s causing over or underperformance from visitors.


Conversational forms are the next big thing for marketers trying to boost their business efforts and turn out higher ROI. If you take time to build your brand’s credibility, incorporate proper conversational marketing, use chatbots, and use A/B testing, you’ll find that you have a refined marketing strategy that increases conversions on your website.