One of the top reasons users don’t fill out lead forms is the uncertainty of what might be done with their information. Set expectations. Provide a link to your privacy policy under or near your form that ensures their personal information will be safe and won’t be sold or distributed to third parties. If you don’t have an official privacy policy, try implementing a short line of copy that reassures users their contact information won’t be abused.
Stop using the word “submit” on your form submission buttons
It used to be that the word “submit” on a form submission button described what the system did when it was clicked. Now, with the tendency toward a more user-centered approach to website design, users have come to expect everything to be much more about them– and less about the technology.
Filling out a form is already one of those things that produces at least a little bit of anxiety in most users. It’s not something we ever really enjoy doing. Do you think the negative connotation behind the word “submit” helps relieve someone who’s already concerned about where their personal information is about to end up? It’s likely that it’s only reinforcing every worry about identity fraud that’s ever crossed their mind. Try using different language on your submission buttons that implies positive results. How are your users expecting to benefit from completing the form?