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Indianapolis Chapter of the American Marketing Association

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3 Ways to Make your Web Forms User-Friendly

Written by Rachel Saltsgaver

Chris Lucas, VP of Marketing at Formstack, joined us at our January luncheon to provide insight and tips to utilize user-friendly forms in order to capture email addresses and increase the likelihood of transforming a lead into a customer.  

As marketers, we are constantly looking to use the marketing funnel to convert leads into customers.  While we tend to look at the messaging and creative that makes a company stand out and attract clicks, we overlook the best, and friendliest, way to then obtain a lead’s email address and continue their journey through the funnel.

If your company is providing a good “offer” such as a whitepaper, eBook, etc. there are key ways to also incorporate a form to improve optimization and capture visitor information the first time they visit your site.  This initial engagement is key as 96% of visitors who don’t convert the first time they visit your site never will, according to WordStream.

Make it Easy: 
Visitors are more likely to fill out your form when it is user-friendly and easy to complete. Two things you can integrate into your form to achieve these aspects include social auto-fill and conditional logic.

Social autofill lets users autofill form data fields based on their social profiles, which can result in a 26% higher conversion rate.  By integrating info from a visitor’s profile, such as name and email, this can decrease the number of fields needed to be filled out.  Additionally, this takes the work out of the user’s hands and creates a streamlined user experience.

Conditional logic allows you to show and hide form fields/questions based on how users respond to the previous questions.  This can also help keep forms short and user-friendly – so much so that it can increase conversions by 50%.

Focus on Content and the CTA:
Take a look at what kind of words you’re using to get people to engage.  Here’s a hint: action-oriented words perform better than passive words.  Want to connect with visitors even more?  Personalize copy with words like “you.” Then, when it comes to deciding what to make your call to action, use terms that imply there’s a catch.  Instead of using a word like “submit” replace it with something that is more action-oriented and friendlier.  You may see your conversion rate increase up to 250%.

Test your Form: 
Instead of just using A|B testing for the copy of the web page itself (which is still a great tool), test how the form performs overall. Do you have a high number of visitors/views, but few form submissions?  Test a few variations to see which resonates more with your visitors in an effort to increase conversions.

In the end, it’s important to not confuse people with your forms.  Make content brief and showcase one clear call to action so it’s simple and user-friendly. This will result in people wanting to actively engage with your company and website and increase the likelihood of turning into a customer.