Whether it’s a quote form, customer service form, or a referral request form, the forms on your website serve as the literal bridge between potential customers and measurable revenue.
Whether you realize it or not, your webforms have a direct impact on your ROI.
The reality is, attention spans are shorter than ever, and with webforms being such a critical touchpoint for agency revenue, I wanted to give you a few tips and insights as to how you can increase your conversion rate almost overnight.
We look at a TON of agency websites, and I’d say probably 90% of them get these two things wrong:
1.) Their quote forms are simply WAY too long and not structured properly.
2.) Their quote page is “over designed” with unnecessary elements. If someone is on your website and they click a “Request Quote” button, the next and only thing they should see is a form. Not a header section, image, or anything else. A plain page, with a form on it is what converts the best. Don’t overthink it.
Less Friction = Higher Conversion Rate = More Money
Forms are essential for gathering information, but every additional field that you add can create friction and potentially ruin the user experience. Here’s why:
- Cognitive Load
Long forms overwhelm users by demanding more effort to complete. When faced with multiple fields, users may hesitate, abandon the form, or fail to engage altogether. Short forms reduce this mental burden, making the process quicker and more appealing. - Time Sensitivity
Users expect efficiency online. The more fields you include, the longer it takes to complete, increasing the likelihood of drop-offs. A study by HubSpot found that conversion rates can drop by up to 50% when forms exceed five fields. - Mobile Responsiveness
With mobile devices accounting for over 50% of global web traffic, lengthy forms are especially problematic for small screens. Scrolling through extensive fields and typing on smaller keyboards can frustrate users, leading to abandonment. - Trust Issues
Long forms often ask for more personal information than users are willing to share upfront. This can lead to skepticism about how their data will be used, further reducing the likelihood of submission.
Data Doesn’t Lie: Shorter Forms Convert Better
Numerous studies and statistics highlight the direct relationship between form length and conversion rates:
- Unbounce Data: Forms with fewer fields (3-5) have a conversion rate of 20% or higher, compared to forms with 6+ fields, which average less than 15%.
- Marketing Experiments: A real estate company reduced their contact form from 11 fields to 4, resulting in a 120% increase in submissions.
- QuickSprout Insights: Reducing the number of form fields from 4 to 3 improved conversions by nearly 50% for one client.
These numbers illustrate a simple truth: when users perceive a task as less demanding, they’re more likely to complete it.
Why You Should Make Your Quote Forms Shorter
1. Improved User Experience (UX)
Short forms create a seamless user journey. Instead of feeling like a chore, completing a form becomes a quick, painless step. Users are more likely to associate positive feelings with your brand.
2. Increased Conversion Rates
Each field you remove reduces friction. By focusing only on essential information, you can guide users toward completing their goal, whether it’s signing up or making a purchase.
3. Lower Abandonment Rates
According to Formstack, 67% of users abandon forms due to excessive length. Shorter forms reduce this risk by making the process manageable and intuitive.
4. Higher Mobile Accessibility
Simplified forms are easier to navigate on mobile devices, accommodating a growing audience who may otherwise struggle with cumbersome forms.
How to Optimize Forms for Maximum Conversions
While shorter forms are ideal, brevity shouldn’t come at the cost of necessary information. Here’s how to strike the right balance:
1. Prioritize Essential Fields
Ask yourself: What information is absolutely necessary? Understand that if you’re an independent agency, people are coming to you so that YOU can shop their insurance.
If your form is asking for every single underwriting question, your conversion rate is going to suffer immediately. People don’t have the time or attention span to fill out a 40+ field form.
What are the minimum viable fields your form needs to follow up with that prospect?
We’ve found that these 6 fields covert better than any other combination of fields (and in this exact order:
- What lines of business do you need quotes for?
- How soon do you need these quotes?
- Do you have this type of insurance in place now?
- First & Last name
- Mobile number (make sure you have the proper opt-in disclosure)
And thats it. You don’t need to collect their address. You don’t need to collect their license number or their spouse’s DOB. Remember this is a lead generation form, not an underwriting application.
Keep it simple, because cold traffic does not want to give a stranger that info up front.
Pro Tip: put the easiest questions to answer at the top of the form. Collect their name, email and phone number last. We have tested this a million times, and it makes a difference!
2. Group Fields Logically
For forms that require more fields (e.g., a multi-step registration form), organize them into logical sections. Users are more likely to complete bite-sized chunks than a single long form.
3. Use Conditional Logic
Display fields only when they’re relevant. For instance, asking for a company name only if the user identifies as a business insurance prospect. You shouldn’t display ALL fields on your form if only some of them are applicable to the prospect.
4. Offer Autofill Options
Integrate autofill or pre-population tools (e.g., Google Autofill) to reduce manual entry, particularly for lengthy or complex data like addresses. If your website is with Advisor Evolved, we can help set this up for you!
Have you checked out QuoteForms by RiskAdvisor yet?
Alternatively, RiskAdvisor is a fantastic tool that pre-populates data and does a few other really cool things, and their forms can be embedded directly into your AE website.
RiskAdvisor will pre-populate a lot of different data such as addresses, VINs, and more, and their forms can be embedded onto any website.
As you can see, they offer a really simplistic flow for the end user. You can start the quote online, import coverage documents via PolicyLink (they also support providers such as Canopy Connect), or request a call.
For more information, and to schedule a demo, head over to Risk Advisor and check them out!
5. Include Progress Indicators
If multi-step forms are unavoidable, use progress bars or steps to show users how close they are to completion. This motivates them to finish the form.
6. Test and Optimize
Regularly perform A/B tests to determine the optimal number of fields for your audience. For example:
- Test a short form (5 fields) against a slightly longer one (10 fields).
- Experiment with different field labels or layouts.
Real-World Examples of Shorter Forms Driving Success
Case Study: Expedia
Expedia famously removed an optional “Company Name” field from their checkout form. This seemingly small change resulted in an $12 million increase in annual revenue, proving that even a single field can have a significant impact.
Case Study: Marketo
Marketo, a marketing automation company, reduced their landing page forms from 9 fields to 5. The result? A 34% increase in form submissions, highlighting the importance of simplicity.
Case Study: Expedia
Expedia removed one optional field from their checkout process, reducing confusion and friction. The change resulted in a $12 million increase in bookings over the course of a year.
But Chris, “I want ALL the information from the prospect”
We’ve had a lot of agencies push back on our advice on short forms with things like “if the prospect isn’t willing to provide the information we need, we don’t want them anyway”
Here’s the deal… in this day and age, people are on edge about giving out their personal information, especially to an insurance agent they’ve never met before. There are data breaches every day, and it’s easier than ever to have your identity stolen.
Would you personally want to give your information to a stranger? Put yourself in the prospect’s shoes.
If you “don’t want that type of prospect” anyway, you’re basically saying you don’t want 98% of prospects.
Very few people are going to have time to fill out a 30+ field form. Very few people want to give you personal information before ever talking to you.
Even though you may want the info, it’s not about you. It’s about making them comfortable. Make the process simple for THEM as they are the ones paying your bills.
If you have to spend a few more minutes on a call gathering more info, so be it. Worse things could happen.
Conclusion: The Power of Simplicity
Shorter website forms (and auto-fill forms) are more than just a trend—they’re a proven method to boost conversions, and boost them immediately.
They improve user experience, and reduce abandonment rates. By focusing on minimum essential fields, leveraging smart tools such as RiskAdvisor, and regularly testing your forms, you can create a streamlined process that encourages users to engage with your agency faster, with less friction.
Remember, every extra second spent filling out a form is a second where potential customers might leave. Simplify the journey, respect your users’ time, and privacy, and watch your conversions soar.
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