If forms are part of your sales funnel and you want to improve your marketing conversion rate, it’s time to optimise these critical customer touchpoints. But with so many UX design elements to consider, it can be difficult to know where to start.
With over 5 years experience in web form optimisation, we’ve helped big brands make their forms work harder. And I’m sharing seven of my favourite optimisation tips to take your forms from okay to outstanding.
1. Fewer Fields is Usually Better
To improve your conversion rate, reduce the number of fields in your form to capture the must- have information. But, as conversion expert Michael Aagaard notes, be careful about which fields you remove as taking out the wrong ones can actually decrease conversions.
2. More Fields Can Help Qualify Sales Leads
There is an exception to this rule. And that’s when you’re capturing information for sales leads.
Adding the right additional fields won’t be a barrier for people with a genuine interest in your offering. And those who drop off? They’re less likely to be quality leads. Which leaves you with a better set of prospects who are more likely to convert later in the sales cycle.
Web form optimisation analytics can help you design, test and amend your form to find the perfect combination of fields.
3. Good Looking Forms = A Nicer User Experience
Forms that look scruffy or out-of-date won’t score many points with potential customers. Take a look at these two forms, both seeking university donations. Which would you prefer to complete?
Source: Hubbub, (2016)
Extend your website’s branding to your online forms and see what difference it makes to your conversion rates.
4. Make Password Entry a Breeze
Making password completion difficult is guaranteed to make even the most relaxed users annoyed. Take a best practice approach that includes these form design elements:
• Make password creation rules clear with on-screen guidance
• Allow people to uncover their password using the eye symbol
• Only ask them to input their password once when creating an account
5. Help Users by Remembering Passwords
An alternative approach is to set the cookies in your form so that they remember an individual’s password. This way, returning customers can quickly complete sign-in.
6. Tell People (Nicely) When They’re Wrong
Users hate being told they’ve entered data incorrectly after they’ve moved on from the field.
Here’s a really good example of how not to tell users there’s a problem.
Users know there’s an error but not where or why.
Inline validation alerts users to mistakes as they progress. Make sure the language you use is straightforward and friendly to improve your conversion rate.
7. Choose the Right Field Format
Using radio buttons in place of drop down menus can reduce field completion time by 2.4 seconds. This really adds, particularly over the course of a long form, saving customers lots of time and effort. Of course, faster form completion usually means a higher conversion rate.
Now you’ve read my top seven web form optimisation tips, go forth and optimise!
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