This is the last post in our Advent calendar and hopefully you have learned a lot of new things to think about as you design and build forms so they are maximized in terms of both user experience and conversion.
Today I intend go back in time and give you a tip on a little history lesson on how our web form has looked like over the years. Feel free to read Illustrated History of Web Forms →
I also want to summarize what you should consider when you, in the future, design your forms for maximum conversion and the best user experience.
Five factors to consider when designing web forms
Size and Steps
The size of your forms does matter. Sometimes it’s good to split your form into multiple steps, but sometimes it can be even better to have a “one page form”.
Look at your form, are the fields high enough, is the fields located horizontally or vertically? Play around, dare to experiment, but never have too many fields horizontally.
Field and Labels
Think about what you are asking your customers to do. Are you asking about personal identification, registration number or card number disturbs your customer. Consider whether you really need all the fields, you can get that information at a later stage? Maybe split the registration process into two parts?
Put yourself in the client’s situation, do you ask the right things, do you as a customer understand your labels.
Associated with the point above. Too many companies present their visitors a form without reminding them why they should fill in the form. What are the benefits of completing the form, and what will be the next steps after they complete the form.
Trust and Confidence
Build trust, show how reliable you are by making use of others credibility (known third-party endorsements and reviews, trust marks, customer logos etc). Use quotes from customers or testimonials to ease doubts and show the quality of your product.
Call to Action
Have a clear call to action. Test different wordings, experiment with with text, color and placement. “Submit”, “Register” or “Download” are all three button texts that shows low conversion rate. Test to supplement the button with the benefits of completing the form.
Measure, analyze and test
As I go on about… measure your forms. If you don’t measure, you don’t know. In general, every company should define key metrics and move its business forward with actionable metrics.
Happy Optimizing, Merry Christmas and a Happy New Year!