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You’ve done everything right, driven traffic, prospects are clicking around, and your proposition is clearly explained. But when it comes time for them to act, fill in a form and take that next step… they leave your site.
Sound familiar?
In B2B, it’s often not just about getting the right people to your site, it’s about keeping them engaged long enough to convert. And one of the biggest blockers? A clunky, confusing, or overwhelming form.
So, what can you do to lift form completion rates? Here’s five simple ways to improve your form UX (user experience) and give people a smoother path to conversion. We’ll also show how web personalization can give things an extra nudge in the right direction.
1. Ask for less to get more
The fewer fields you have on a form, the more likely people are to complete it. Sounds obvious BUT us B2B marketers often want to collect every bit of info upfront – job title, company size, budget, the lot!
The truth? That can scare people off.
Quick fix:
Only ask for the essentials. You can always collect more info later using follow-up emails or progressive profiling.
Personalization tip:
If someone’s visited your site before or clicked on an email, use what you already know to pre-fill fields or hide questions you don’t need to ask again.
2. Break it down with multi-step forms
Seeing 8 fields in a row can feel too overwhelming. But break that same form into two or three simple steps, and it suddenly feels way more manageable.
Quick fix:
Start with easy questions (like name and email) to build momentum. Add a progress bar so people know how far they’ve gotten.
Personalization tip:
Tailor the next step of the form based on what you know about the visitor. If they came from your finance landing page, for example, make the next questions more relevant to that sector.
3. Make your CTA clear, relevant (and worth clicking)
Your form’s CTA button – whether it says Submit, Download, or Book a Demo – plays a bigger role than you might think. If it’s vague, generic, or hidden below the fold, you could be missing out on conversions.
Quick fix:
Use clear, benefit-led language like Get my free guide or Speak to a retail expert. Make the button stand out visually and avoid generic words like Submit – we’re all so used to seeing these we naturally switch off.
Personalization tip:
Use dynamic CTAs that change based on the page content or visitor segment. For example, someone browsing your enterprise solutions might see Talk to an enterprise specialist, while a startup visitor sees Get startup pricing.
4. Add trust where it matters
Even if someone wants your eBook or demo, they might hesitate to hand over their details. Maybe they’re not sure what’ll happen next, or they’re worried about being spammed.
Quick fix:
Add a short note below the form explaining what they’ll get and when. Show that their information is safe. Logos, testimonials and privacy statements help build confidence too.
Personalization tip:
Highlight social proof that matches who the visitor is. If they’re in healthcare, show a testimonial or case study from another healthcare client.
5. Use data to find (and fix) drop-off points
If people are visiting your form page but not submitting it, something’s going wrong. The good news? Tools like Hotjar or Lead Forensics and Webeo can show you what’s happening.
Quick fix:
Watch screen recordings or use heatmaps to see where people get stuck. Test small changes like moving the CTA button or changing the wording on your form.
Personalization tip:
Try showing different forms based on where your visitors are coming from. Someone who clicked through from LinkedIn might need a different message than someone who found you via Google search.
Your form is part of the experience.
In B2B, every touchpoint matters, it is guaranteed that your buyers will visit your site before they engage with you, and no-one is visiting a B2B website for fun. A smooth, helpful form experience can be the difference between a lead and a lost opportunity.
By keeping your forms simple, fast and relevant (and adding a little smart personalization) you’ll make it easier for people to say yes.
Want help turning more visitors into leads? We help B2B brands improve their websites with personalisation and CRO strategies. Let’s talk!
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