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This post is written by Chris Lucas, Vice President of Marketing at Formstack.

No matter the industry, marketers everywhere spend a lot of time designing sleek landing pages, creating online forms, writing strong copy, and A/B testing just about everything. But according to Infinite Conversions, most of those efforts are wasted because 75–98% of visitors who abandon a website never return. Talk about a blow to the ego!

So how do you engage visitors and capture valuable data before potential applicants, students, and donors jump ship? You figure out what’s killing your submissions and go to battle!

At Formstack, we’ve come up with 3 ways to thwart web form submission killers:

#1: Take advantage of email marketing.

According to Econsultancy, 68% of companies that participated in the 2014 Email Marketing Industry Census reported email as a marketing channel with good or excellent return on investment (ROI). Email marketing is a great way to nurture relationships and keep your university top of mind. Think about creating an email campaign to engage prospective students who have requested information about your institution but never applied.

#2: Enhance calls-to-action.

A strong call-to-action (CTA) can keep visitors from abandoning your college application or donation request form. The top 10 converting buttons analyzed for the 2015 Form Conversion Report all contained two words or less. And the addition of just one word after “Submit” was shown to boost conversion rates up to 320%. Consider using a button that says “Submit Application” or “Complete Donation.”

#3: Pay attention to web page load times.

If your university’s web pages don’t load quickly (and I mean quickly), you will likely surrender visits from students, alumni, and donors. A agree-slow-pag.html” target=”_blank”>Google/Bing collaborative study on user performance indicates that as little as a two-second delay in page responsiveness reduces visitor satisfaction by 3.8%, increases lost revenue per visitor by 4.3%, and reduces clicks by 4.3%.

Want more great tips for combating web form submission killers? Check out our latest infographic below and check out this webinar from Formstack, that discussed the 7 form conversion killers and how to avoid them.

Higher Ed Live Conversion Forms

About the author: Chris Lucas is the Vice President of Marketing at Formstack. He is passionate about setting the vision for Formstack’s marketing department, as well as discovering new ways to drive web traffic and leads. Since starting at Formstack nearly seven years ago, Chris has worked to grow Formstack’s pay-per-click, SEO, public relations and social media efforts. Follow him on Twitter at @chris_c_lucas.


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