9 Additionally, if you allow visitors to download PDFs of floor plans, people will use them. Alternatively, if you don’t have large format or high-resolution floor plan images, then the bounce rate (the percentage of visitors to a particular website who navigate away from the site after viewing only one page) is high for those pages. This bounce rate is likely due to frustration that the content is difficult to navigate and interpret. The contact form impacts completion rates One revealing insight has to do with the contact/information request. Having a short contact form on the home page increases conversion rates. Any pre-checked boxes on a contact form tend to remain checked when submitted (only 5% of users will uncheck boxes). Examples of these boxes include e-newsletter signups and opting in to further digital communication. If not mandatory, only 30% of prospects will provide a phone number when they fill out the contact form. However, if the phone number is mandatory, 30% to 40% of people will attempt to submit the form without a phone and then abandon the form when the submission is unsuccessful. To counter this, we recommend offering additional content at a later date, with a phone number being a condition for receiving it. The more deliverables you offer prospects through a nurture campaign, the more willing they become to exchange their information. Despite the desire for few required fields, prospects are willing to utilize the comment box. Digital prospects want to control the flow of information and therefore delay giving their phone number and address while still receiving personalized information during their online research. The comment box allows them to get their specific questions answered, and they’ll spend up to a minute composing their questions/comments. Hot spots indicate prospect engagement with comment box