Reimagining the Contact Form: Why MadLibs Style May Increase Your Conversion Rate
Picture this: You visit a friend and she asks if you need anything. You’re fine as is, so you say no. But then she asks something specific: Would you like some coffee? And now that she mentions it, that does sound good...
Sometimes it is easier to answer a specific question. Broad questions leave room for a disconnect, as they feel less personable and give readers an opportunity to misunderstand the intention. Think back on the coffee scenario. When your host asked if you needed anything, did you assume coffee was on the table? The same rule applies to your contact form. Traditional contact forms put the work on the visitor — and often, it isn’t clear what the contact box will do. Are they signing up to begin services? Make a sale? Receive a phone call about a product? Are they even someone who will benefit from your company? A simple name-and-number text box labeled “sign up now” may not do enough to narrow down the question.
And that’s where MadLibs-style contact forms come in.
What are MadLibs contact forms?
MadLibs, MadLibs-style, or fill-in-the-blank contact forms feature complete sentences built around the necessary text boxes of a contact form. They are an easy and effective replacement for their vague counterparts and offer a newer, more conversational way to communicate with consumers. By building the question, you’re given another chance to increase consumer desire while explaining what comes after the consumer clicks ‘submit.’
Do MadLibs contact forms work?
In a recent Full Cup project, one service-based company saw a 22.9% lead lift after switching to a MadLibs contact form. Additionally, the number of users who start but don’t complete the form decreased by 2.5% — solely from this simple switch.
What makes a great MadLibs contact form?
Use your MadLibs contact form as a way to paint the customer picture. Explain why they are your perfect consumer. Let them know how they will be contacted. Keep the tone engaging and on-brand. You can go punchy (“I’m ready for a better lawn today! My name is ______ and I can be contacted at ______.”) or persuasive (“Is the grass always greener on the other side? My name is ______ and I’m ready for that to be my lawn. Call me at ______.”) as you draw the customer into your form.
