If you’re constantly testing and improving your website then you’ll know the pain of launching a new variant that fails to improve conversion rates. It’s even more painful when that variant is (in your humble opinion) outstanding, amazing, and market leading.
One of the team was talking with a Formisimo user about this kind of experience and I wanted to share their story with you, and how they used Formisimo to get a great conversion rate increase on a critical form.
Karl Gilis is the Managing Director of AGConsult. They’re the leading usability agency in Belgium and the Netherlands, with clients including C&A, AXA, Microsoft, Tui and Thomas Cook.
Here’s more from Karl on their optimisation journey for a key client:
“I’d like to share a story of some client work that we did. This is a form on the website of Suzuki:
It’s to ask for a quote for a new car -and yes, I agree with you, it is a very long form (There are ten fields overall). One of our first reactions when seeing this form was to say ‘let’s make it shorter’ – so that’s what we did:
From that humongous amount of fields down to five fields and the result was a huge uplift in conversions – we now had almost 53% more requests for an offer.
Optimisation isn’t a straight line journey
The problem was, after a few days we had a phone call from Suzuki and they were not very happy. The reason why? The quality of the leads was very low because we didn’t ask the most important things. We even had some people filling in the form and when Suzuki called them they said ‘huh? I thought this was just for a brochure, not a quote!’ so people weren’t even aware what they were asking for. This meant that yes we increased the number of conversions and leads but ultimately we had poor results.
So we were back to square one. This time though, we used Formisimo for form analysis.
For each form field, Formisimo will show you the amount of drop offs (a drop off is somebody that leaves the form at that field). You can also see the amount of time per field and the number of corrections. The number of corrections is very important – if there is a big number of corrections there is probably a usability problem with that field. If there is also a high drop off rate, there is a severe problem with usability or you are asking for information people are uncomfortable to share.
When we looked back at the form field behaviour for Suzuki we could see that there was a problem with the dealer locator. There were a lot of corrections and a lot of drop-offs on that field. When we then looked at that field on the Suzuki site there was definitely a usability problem and we knew immediately that we had to fix this.
The second problem field was “choose your package” and there was also a large number of drop-offs. We called Suzuki and asked them if they needed this information. They said ‘no! It’s just a detail’ so we knew this could be one field that we could cut without losing the quality of a lead.
For the rest, the fields were kind of okay, maybe a high number of corrections for a phone number, but largely the numbers looked good. So based on this insight, we adapted the form.
You can see the original on the left, and the new one on the right. The amount of fields is almost the same. We just made some small corrections, we made some improvements to the dealer locator, we made the form look shorter, and we gave some help text and explanations for some fields. And that was it!
The result of this: small improvements, but a big increase in conversions and the quality of the leads remained the same. This led to an increase of 43.7% in good quality requests for an offer.
And that should be your goal. So what would my advice be? When you have a form with high drop off rates you should use form analysis, but with every form that is slightly more complex than just asking for an email address, you will gain from form analysis because in my experience almost every form can be improved.
Now why do you need a separate tool for form analysis, you can do this in Google Analytics, can’t you? Well yes, you can, but this requires a lot of effort. You have to do event tracking on every field and it’s simply not the best tool to do it. Now the good news is a lot of tools that have scroll heatmaps, click heatmaps and user session recordings also have a form analysis feature. In my experience for more complex forms you really need a specific tool, and that’s why we use Formisimo.
So how do we do this in real life with our clients? First, we start with Google Analytics. We look at all pages with forms and see if they have a higher drop off rate than normal – yes or no. If we see there is a problem then we start with form analysis. The main goal is to find the problem fields and then the last step is to watch user replays to identify the real problems. Why are people hesitating, or not filling in fields? All this is combined with our experience of UX and usability to deliver results to our clients”.
Thanks to Karl for sharing the optimisation journey that the AGConsult team took with Suzuki. You can read more about AGConsult on their site, or have a look at some of Karl’s online presentations.