{"id":676,"date":"2017-03-17T09:12:57","date_gmt":"2017-03-17T15:12:57","guid":{"rendered":"https:\/\/www.ometrics.com\/blog\/?p=676"},"modified":"2026-04-23T16:12:22","modified_gmt":"2026-04-23T22:12:22","slug":"conversion-rate-optimization-guide-page-forms","status":"publish","type":"post","link":"https:\/\/www.ometrics.com\/blog\/conversion-rate-optimization-guide-page-forms\/","title":{"rendered":"Conversion Rate Optimization Page Forms (Chapter 10)"},"content":{"rendered":"

The Conversion Rate Optimization Guide<\/h1>\n

Chapter 10<\/h1>\n
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Forms that convert<\/h2>\n

Before we get to the actual form we should talk about the commitment to fill out the form.\u00a0 In the process of a sale there are a number of steps that a prospect goes through in the buying cycle. The tipping point is when the prospect is ready to commit to submitting information. There are two psychological theories that can be used during this process:<\/p>\n

Commitment Model<\/strong> \u2013 The user makes small amounts of effort toward filling out the form. At some point, they reach a subconscious conclusion that they have gotten this far and they might as well finish instead of wasting the time they put into it. This can be seen on long scrolling landing pages and on form funnels that have multiple pages.<\/p>\n

The \u201cYES\u201d Model<\/strong> \u2013 This is a little slippery on the honor scale but it works. The next time a vacuum cleaner or window covering sales person comes to your door, or you are making a large purchase in a store, listen to the sales person and count how many times you say \u201cyes\u201d in your mind.\u00a0 For example:<\/p>\n