As marketers, we accept that conversion rate optimization (CRO) will never be removed from our to-do list. Less of a marketing project and more of an ongoing priority, CRO is built on constantly trying new tactics and tweaking old ones to get results.

To develop a prospect-rich network of fans and followers and keep the funnel filled with leads, marketers endlessly test which tools provide the best optimization outcomes.

Here are seven conversion hacks straight from our own playbook—and why they’ll work for you.

Hack #1: Try a new type of form. 

Why it works: In this case, human nature moves the needle. Everyone is motivated by the thrill of a free gift, a special offer, or a chance to win.

With that in mind, try changing up the types of online forms you use. That contact form you’ve been using for years only converts at a measly 1%. But the 2015 Form Conversion Report found that contest forms convert at 35%, and event forms convert at 11%.

Hack #2: Only ask users what you really need to know.

Why it works: Keeping forms short saves your customers time and effort. More importantly, it shows them you’re not asking for a full commitment at first hello.

As an industry, we’re backpedaling a little on this. Survey conversion rates, while still high relative to other form types, have experienced a seven-point drop in conversions since 2014. That change is likely linked to the increased length of the average survey, which now contains 22 fields.

Long surveys can take too much time to complete, especially on a phone or tablet. Faced with 22 fields, a potential customer might decide to abandon your form. So keep it short, and only ask the most critical questions for registration. If your first encounter is positive, you’ll earn the right to ask for more information in future interactions.

Hack #3: Catch your audience when they’re active online.

Why it works: You make best use of your resources by posting on Twitter and Facebook when your audiences are already there.

Don’t just auto-schedule your content to post at midnight. The Form Conversion Report revealed that the peak time for form submissions is between noon and 3 p.m. To get the most bang for your buck, coordinate social media and email campaigns to deliver at the time of day recipients are most likely to click submit. You’ll achieve better reach without any additional effort.

Hack #4: Make everything as mobile as possible.

Why it works: Being mobile-friendly provides convenience for your customers and strengthens your brand esteem.

According to one study, 57% of users would not recommend a business with a poorly designed mobile site. With this in mind, make sure your most important content displays in the top few pixels of the page, and whenever possible, reduce your viewers’ need to scroll.

And don’t forget about ultramobiles. Gartner predicts that this product segment—which includes tablets, hybrids, and clamshells—will eventually take over as the main driver in the device market. So make sure your mobile site looks as good on tablets of all sizes as it does on the traditional smartphone screen.

Hack #5: Offer social login and autofill options.

Why it works: We live in a fast-paced world, and we’re all busy. Plus, many of us struggle to remember the slew of usernames and passwords required today. The easier it is to fill out your form or log in to your site, the more likely customers are to stick around.

Offering social login has unparalleled potential to improve the consumer experience. An estimated 64% of users who frequently leave sites due to forgotten login information say social login is an option that companies should offer.

And leveraging Social Autofill is just as important. Formstack data shows conversion rates can increase up to 189% when form users take advantage of Social Autofill features that decrease the time it takes to fill out a form.

Hack #6: Supercharge your call-to-action button.

Why it works: The call-to-action (CTA) button is the “X” on the treasure map. It’s where we want customers to go, so we want to do everything we can to draw attention to it.

First, position your CTA at the top of your landing page to deliver maximum views to your form without requiring page visitors to scroll to the bottom. And make sure your CTA and all other buttons are big enough to be easily tapped from a mobile device.

Also, don’t underestimate the power of using the right color. Colors like red and orange create a sense of urgency and encourage immediate action, while yellow is a good attention-grabber. Green is also a great choice; we all know green means go, which is a good message to send when it comes to CTAs.

Hack #7: Brand it.

Why it works: Branding is visible verification of legitimacy that earns trust and clicks.

A generic form isn’t just uninteresting; it can appear less trustworthy. Don’t risk form abandonment by taking an aesthetic shortcut. Make sure your customers know they’re submitting their information to you, and only you.