31 January 2020
Learn how to optimize your quote form on your website.

Melissa Vermeer

Business Development

Are you losing potential clients? Whether the answer is yes or no, you should always optimize your quote form. Why is this so important in the first place? Well, your quote form is the reason your get removal leads in.. It’s a shame if it would be broken and a request cannot be submitted. Consumers might also leave your quote form, because they are confused by questions asked, which means you have a lower conversion. There are many reasons how you can lose many potential clients, but let’s make sure your quote form isn’t one of them!

Today, I had the honour to ask our CRO Specialist (Conversion Rate Optimization), Jessica van Muijlwijk, a couple questions about how you can best optimize your quote form in the removal industry.  Please find the interview below:

1. “Where on a website should you put a quote form?”

I’d suggest to put a button to the quote form on every page where a user could possibly land on. If you’re a moving company and you would like as many leads as possible, it would be a shame if users can’t find your quote form on your website.  You shouldn’t let consumers search for it, this could result in more prospects leaving your website without requesting quotes.

2. “Where on a page is the best place to insert the quote form?”

Above-the-fold. This is the first thing people see when they open a certain page, without them having to scroll down. The user most likely landed on this page with the intent to request a quote for their planned move, or is at least interested in knowing more about your company. If you want the user to directly see the quote button, make sure it’s placed above the fold, for both mobile and desktop.

3. “How many questions should I have in my quote form?”

It’s not about the number of questions you have in your quote form. The key thing you should keep in mind is to never ask too much. Only stick to the information you really need. The more questions you ask in your form, the longer it will be, the more likely it is for people to leave the form without completing it. You can easily miss out on prospects if you have a quote form with too many questions.

4. “Do I need a separate (landing) page for my quote form?”

No. Again, on every page where someone could possibly land on, the user should be able to directly see the quote button that sends them to the quote form. The actual quote form is then most likely a separate page, yes, but this page doesn’t necessarily have to be a landing page on its own.

5. “Which colours should I use?”

If you want your quote button to stand out and be visible, then it’s not about the actual colours you choose to use. What is more important, is the contrast between the button and the other colours used on your website. You want the quote button to stand out and be visible, but it should most of all be intuitive for the user to click it. With a colour that contrast very much with the rest of the page, you make people click. It’s like magic. Just look at the colours that TriGlobal uses, Blue and Orange.

6. “Can I put my quote form on Facebook?”

Yes. However, it’s not easy if you’re not experienced. If you would really like to do this, gather some information on Google and Facebook about this topic. The information you would need can be found under ‘Facebook Lead Ads’. You are then advertising your quote form which will possibly generate you quite a few leads.

7. “What kind of information do I ask in my quote form?”

The advice I could give you here is: don’t ask more than you need. It is tempting to ask many questions in your quote form, but it would be the number 1 reason for people to leave the form without completing it. Ask as little as possible, make it as easy as possible, and the user will be likely to complete your quote form. Information you should always ask are for example personal details like name, email address and phone number. If you need additional information you can then follow up on the lead and gather the information you would have liked to ask in the form.

8. “How can you make people actually convert?”

Converting consumers starts at which point they enter your quote form, specifically the page before or medium before they arrived at your quote form. The added value of your product or service should have been explained and clear enough to the consumer to also recognise your added value. Than it should be easier to follow the steps of having a quote button that contrasts with your website, users are likely to click. If you have a simple and short quote form and it’s clear to the user what the added value of your service is, they are likely to complete your form.

9. “How do I attract people to my website?”

Well, it’s nice to understand how to let people fill in your quote form, but you need the users to first find your website of course. If you have enough marketing budget, you could consider advertising in Google AdWords. You can lead people to a specific landing page that is optimized for them to request quotes. However, you can also work on your content and social media to spend less on the traffic. Don’t forget, it’s not easy to lead traffic to your page. The number one problem for movers is not conversion, but traffic. Because without traffic there is no conversion and without conversion there are no leads.

Eventually, if you managed to optimize conversion, you automatically would be spending less on the traffic to get the same results. If you would like to learn more about this, I’m sure one of our colleagues specialized in SEO and AdWords would be willing to help you.

Get in contact with our SEO TEAM
10. “Should I add text to my quote form like explanations?”

Use as little text as possible. If you have questions or fields in your form that might be confusing to the user, then use text to clarify. Make sure the user does not get distracted because of unnecessary text. The text in a quote form should always function to help the user to complete the form. It should guide them through the form. Text could of course also be used to convince them to complete the form. In this case I would say: less is more, don’t say more than you need. It should be clear to the user why completing the form is beneficial to them, but don’t try to explain this with more words than needed. It would only distract them from their actual task: answering the questions and clicking that ‘submit’ button.

To summarize, you have to take into account many different things when it comes down to a quote form on your website. If you start incorporating the point above here, you are in the right direction already. The last tip I would like to give you is related to the privacy of the lead. Promise the user that you will be careful with their details and mention this in the form, like: we will never give or sell your details to third parties. That reassures them and strengthens confidence. The only thing you still have to do is generate traffic to your website.

Would you like to get more information on getting traffic to your website? Then contact one of our specialists at

Jessica van Muijlwijk

CRO specialist

Jessica van Muijlwijk [24] is the CRO specialist at TriGlobal and has joined the team over 4,5 years ago. She successfully graduated in her bachelor in Business Administration/Marketing and has ever since specialized herself in Conversion Rate Optimization. Her colleagues at TriGlobal describe her as being very direct, but awesome.

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