Are you wondering why mobile users abandon your WordPress forms? Understanding why your mobile form conversions are so low can help you make improvements and capitalize on your mobile audience to build a bigger email list and generate more sales.
In this article, we’ll share with you the common reasons people abandon your mobile WordPress forms.
What is Form Abandonment?
A form is considered “abandoned” when a site visitor stops filling it out partway through and never submits it.
Though experts tend to focus on order form and cart abandonment and ways to reduce it, you should know that understanding general form abandonment is just as important if you want to boost conversions and grow your business.
And that includes mobile form abandonment too.
To help convince you to focus on your mobile form abandonment rates, take a look at these startling statistics:
- 81% of people admit to abandoning a form after starting to fill it out
- 67% of people will never return after abandoning a form, no matter the reason
- 19% of people will return to fill out a form if the company reaches out via email or phone
Lastly, only 3% of people prefer to fill out forms on their mobile devices.
If you don’t want to miss out on the small opportunity available to capture the contact information of those on-the-go, focus on mobile form abandonment and how to fix it.
And if you want to reach out to the 19% that will return after leaving your form midway, be sure to check out how to save partial form entries using the WPForms Forms Abandonment addon.
Why Mobile Users Abandon Your WordPress Forms
People abandon your mobile forms for many of the same reasons they abandon forms while on their desktop computer. But, despite those similarities, there are mobile-specific reasons for people on smaller devices to leave before submitting your forms.
Let’s take a look.
1. Your Form Isn’t Responsive
51.2% of worldwide internet traffic happens on mobile devices.
That means the pressure to create a responsive website is higher than ever, especially if you want people filling out your forms.
It’s important you create a website that caters to the growing range of devices coming in all shapes and sizes. For instance, mobile phones, tablets, and laptops have varying screen sizes that will show your forms in very different ways.
If a user has to scroll, zoom, or turn their device as they fill out your WordPress forms, you can expect they’ll get frustrated and annoyed and abandon your form for sure. And the chances of them coming back to your site to finish on their desktop are pretty slim, meaning you’ve lost out on a conversion.
One of the best ways to reduce this is to:
- A/B test your forms using MonsterInsights and Google Optimize to see what people like and what turns them off
- Enable conditional logic so users only see the form fields that apply to them
- Display multiple columns in a single column on mobile devices
All forms you create using the WPForms plugin are responsive and mobile-friendly, so you’ll never have to worry about people abandoning your mobile forms for this reason.
2. Your Site is Too Slow
No matter how well designed your form is, how responsive it is on different mobile devices, or how convincing your value proposition is, if your site is slow to load, people will leave right away.
Mobile users expect websites to perform the same as they do on desktops, though it is thought that most people on mobile devices will wait between 6-10 seconds before actually abandoning a slow mobile website.
That said, you should always aim to make your site as fast as possible to avoid a large percentage of people abandoning your form because the content takes too long to load.
Some of the best ways to do this include:
- Use a mobile-friendly, responsive WordPress theme
- Monitor your site’s mobile speed using Google’s mobile speed checker
- Optimize your images
- Use a content network delivery
- Enable a caching solution
Here’s a detailed look at how to boost website speed so your mobile users don’t abandon your forms.
3. Your Site is Hard to Navigate
Being able to navigate your website, whether on a mobile device or not, is an important part of any online interaction if you want people to fill out your forms.
In fact, easy navigation of your site is essential if you want people to engage with your content and buy from your online shop too.
Here’s what the Nielsen Norman Group suggests regarding usability on mobile devices and how it applies to your WordPress forms:
- Make it clear what you want site visitors to do, such as fill out a form and submit
- Ensure that the process of filling out a form on your site is efficient and easy to do
- Provide an easy way for people to correct any errors, such as entering their contact information incorrectly
- Monitor user behavior to see how people behave on your site using a tool such as UserZoom or UXCam to identify areas of improvement
Ultimately, the easier it is to navigate your site, whether a user wants to read your blog content, make a purchase, or sign up for your email list, the more traffic, sales, and subscribers you’ll see.
4. There’s No Trust
Earning someone’s trust is not always easy to do. However, there are things that people look for when filling out your forms, especially when money is involved.
After all, people want to know their personal and financial information is safe.
Here are some of the types of forms you might have on your WordPress website that involve the collection of payment:
- A nonprofit donation form that collects donations for your cause
- A user registration form that requires payment to access exclusive content
- An order form that allows customers to make purchases right from your form
- When you accept sponsored posts and require people to pay before their content goes live
- A different type of order form that sells digital products, rather than physical
If you’re looking for the best way to calm people’s fears about their data being insecure on your WordPress forms, check out our article that discusses the importance of having an SSL certificate on your website.
And if you’re looking for more, check out this roundup of additional strategies for creating secure WordPress forms so your site visitors never have to wonder whether the data they enter is at risk.
5. Your Call to Action is Unclear
The point of having a CTA button on your WordPress forms is to get people to take action.
If people aren’t clear about what you want them to do after filling out your forms, your conversions will suffer. This is especially true on tiny mobile devices that make navigating sites and knowing what to do next even harder.
A good call to action will:
- Clearly state what you want users to do and what the benefits will be if they do so
- Will immediately lead to what you’ve promised will happen
- Uses power words to encourage action and the conversion
Take a look at JustCreative’s mobile form:
Their mobile form is simple and has a clear CTA button. Plus, it offers plenty of benefits for signing up and downloading their free eBook.
Make sure your CTA buttons are easy to tap and redirect people to the right page.
For example, you can redirect users to a Thank You page, hidden content they’ve unlocked, an appointment calendar, or even right back to your site’s homepage after they submit a form on your site.
Take a look at Smart Podcast Player’s thank you page. It lets you know your form has been submitted and instructs you to check your inbox for the next steps:
For help with this step, check out our easy to follow tutorial on how to redirect users after a WordPress form submission. This will assure site visitors that their form has been submitted and the next steps are taking place.
And there you have it! Some of the key reasons mobile users abandon your WordPress forms.
If you’re looking for an easy way to track form conversions, to make sure your mobile forms are being filled out and submitted, check out this article on how to track WordPress form conversions.
So, what are you waiting for? Get started with the most powerful WordPress forms plugin today.