It’s common knowledge that well-designed forms can make a huge impact on user experience, resulting in higher conversion.
Based on our work helping to optimise forms and funnels for a number of clients, we’ve provided the top three things to focus on to increase form efficiency. Have a look at your forms and use our checklist to see if there’s room for improvement.
1. Go back to basics.
The key component of a good form is simplicity, so look at your forms and check the following:
- Is all the information you’re asking for required, or could some of it be made optional? Is it really necessary to know their birthday?
- Break it up. Long forms cause frustration, break the process up into stages so your customers know how long is left – this helps provide mental relief and a sense of achievement.
- Does your form work? This is a fundamental question, do you have any technical problems that you’re unaware of?
2. Make your form a positive experience.
Are you encouraging your customers to complete your form and helping them along the way? To do this, make sure:
- Your form is self-explanatory. Is it clear what the requirements are for each field so they can be completed without any help? If not, add some in-line help comments to make the process easy to complete.
- You help your customers on their journey, don’t blame them for errors. Use positive language, such as ‘Please complete this field’. Remember that if lots of people are continuing to make the same error you need to zoom in, identify the problem and make changes.
- Some forms, particularly for financial services, need to be long but you can still make them easy to complete. Be upfront and entice customers with facts – what is the average time taken to complete your form? How long will each stage take?
3. Think mobile.
I’m assuming that your forms are mobile optimised (if not do that today!), but are you thinking of how to take full advantage of it?
- Are you switching the text and number keypad dependent on the type of form field?
- Are you using fingerprint log-in, card scanners or QR scanners?
After reading these refresher points go back and fill in your forms. Are they straight-forward? Did you get annoyed, think certain questions were intruding or get confused at any point?
Then ensure that you make changes and test to see if it’s driving increased form completion.
One of Fospha’s clients was losing 25% of customers in their postcode look up. After closer analysis, Fospha discovered that the dropouts occurred because the required county field was not automatically filled in by the address finder. Unless customers explored further in ‘Edit Address’ they were unable to find the error and consequently could not proceed with their registration process. After making the county field optional, conversion increased by 19%.
Contact us at Fospha today so find out how we can help optimise your forms and your funnels.