Capture More Conversions with Your Embedded Web Form [Step-by-Step Guide]

Written by Heather Mueller on May 27, 2015

Posted in Form Hacks

Looking for affordable ways to start investing in conversion rate optimization? Formstack has you covered!

Our online form building software comes packed with all the optimization features you need to help capture and convert marketing leads. You don’t need to have deep coding knowledge, hire a conversion specialist, or bust your budget.

Just follow these steps to get started:

Step 1: Embed Your Forms

While there are plenty of times when it makes sense to use branded form URLs, embedding a form on your website can open floodgates to even more conversions. The easier you make it for someone to fill out your form, the more submissions you’ll get.

Whether you choose to situate your form in the footer or a featured box, we’ve made it easy to embed Formstack forms on many popular content management systems including Drupal, WordPress, Weebly, and TypePad.

You can even embed your forms within a Facebook tab—no coding needed!

Once you’ve embedded your form and picked the perfect placement, a few additional steps can help guide users further down your conversion funnel.

Step 2: Customize Your Message

What will happen after someone fills out your form? By default, Formstack forms are set to display a standard message after the click of a “submit” button:

Thank You page default messaging

At a minimum, we suggest customizing your message to personalize the experience. Within your form, go to Settings > Emails & Redirects and click the plus sign next to “After the Form is Submitted.”

Custom Message Submit Action Settings

An even better option is redirecting users to a custom thank-you page, where you can lead them further down your conversion funnel.

Customized Thank You page

Whichever you choose, we recommend customizing a confirmation email, too. Each form submission is another opportunity to reach out to someone who’s already interacting with your brand—and confirmation emails are a great way to do just that.

Step 3: Benchmark and Measure

Formstack’s in-app dashboards make it easy to see conversion rates, abandonment rates, and other key web form insights.

When you pass these important metrics to your Google Analytics account, you can gain even deeper insights. Where are users coming from when they fill out your embedded form? Where do they go next? Do they follow up one form submission with another after being redirected to your thank-you pages?

You can get answers to these and other important questions by setting up Formstack’s Google Analytics plugin (available to Platinum users). Just go to your form’s Settings > Plugins > Google Analytics and enter your tracking ID:


Then use our Google Analytics guide to set up form-specific conversion goals.

Step 4: A/B Test

Once you’ve set up conversion goals in Google Analytics, it’s time to test! And don’t worry—we’re not about to present you with an overly-complicated testing strategy. In fact, this is just the opposite. Web form A/B testing can save you from countless headaches and expenses.

If a new campaign doesn’t capture the conversions you’d hoped for, simply test one element at a time until you find the combination of form elements that do. If you’d like to attract more leads without launching all-new campaigns, try out different calls to action within your existing online forms to uncover untapped opportunities. Even the simplest A/B tests can go a long way when it comes to increasing conversions.

Now go forth and optimize!