3 Ways to Optimise Forms for Conversions (and Track What’s Working)

Forms are the unsung heroes of your website—quietly collecting leads, sales, and signups while the spotlight shines elsewhere. But a form is only as good as its performance, and performance means conversions. If your forms aren’t converting, you’re basically leaving money on the table (or worse—handing it to your competitors).

Here are three smart ways to turn your forms into conversion machines—and track exactly what’s moving the needle.

1. Simplify the User Journey

Ever started filling out a form and bailed halfway through because it felt like a mortgage application? You’re not alone.

The rule of thumb: only ask for what you actually need. If a user is signing up for a newsletter, do you really need their phone number and postcode? Trim the fat and make the experience feel effortless.

Pro tip: Group fields logically and use multi-step forms if you must ask more. Breaking it into smaller chunks can reduce form fatigue and increase completion rates.

2. Use Smart Microcopy

A little guidance goes a long way. Good microcopy—those tiny bits of text that sit next to fields or buttons—can reassure users, clarify intent, and subtly boost trust.

Here’s what to think about:

• Use placeholder text that gives context: “e.g. name@yourcompany.com”
• Reinforce privacy and trust near the submit button: “We’ll never spam you.”
• Use action-driven CTAs: “Get My Free Guide” beats “Submit” every time.

3. Track What’s Working (and What’s Not)

Now here’s the kicker: you can’t optimise what you’re not measuring. It’s not just about whether someone fills in a form—it’s about how they got there.

That’s where Campaign Tracker comes in.
Our plugin (built right here at Help for WP) captures the key marketing data you need to make better decisions: UTM parameters, first landing page, referrer, and more. It works with popular form plugins like Contact Form 7, WPForms, and Gravity Forms, and gives you insight into which campaigns are converting—so you can double down on what works.

It’s like giving your forms night-vision goggles. You’ll see exactly what’s driving conversions in the dark corners of your marketing mix.

A few small changes can make a big difference to your conversion rate. Clean design, helpful copy, and data-driven insights—that’s the winning trio. And with tools like Campaign Tracker, you’re not just guessing. You’re growing smarter.

Ready to see what’s working for your forms?
👉 Learn more about Campaign Tracker and start tracking the conversions that matter.