For most companies, forms are a huge part of their website experience, whether it is a contact form, a support form or a sales form, we certainly rely on forms to keep our business moving. However, in 2020 are forms still necessary? At Convodojo, we are confident that live chat will replace the need for forms in the near future but at the moment they are still here and taking the leap to formless websites can be a daunting thing to think about.
We want to help our audience create the most engaging experience and set them up for a win.
So in this post, we want to give you 4 ways you can make your forms more engaging, get higher conversions and how to respond to forms in a more conversational way.
Number one – Shorter forms
You may not know it but filling out a form can be a time-consuming task. No one wants to come to a website wanting answers just to complete a time-consuming task. That’s why live chat is so good. Our first point is regarding shorter forms in the number of fields you have to the presentation of a form. When you’re designing your next form I like to think of this quote:
“Ask the right questions if you’re going to find the right answers.” – Vanessa Redgrave
It’s important to ask the right questions to get the best answer possible. A lot of the time your competitors are asking 10s of questions for something they could have asked in a mere few. Ask yourself; if someone needs support, what do I need to ask them to get the best possible information to support them?
In this same point, I want to point out the importance of multiple page forms. A paged form allows a user to split the information onto separate pages to make a larger form look less intimidating. Check out our form demo here.
Number two – Be more personal with your instructions
Don’t confuse your visitors! It’s simple. Give clear, precise instructions and above all, be personal with visitors. First of all, we’d recommend splitting your form into manageable, bite-size pieces using sections or pages (found in most form software). This way, users can digest the questions easier and aren’t put off by filling in a form. Being relatable is also important to engage your audience. Instead of just providing boring instructions, why not make it more personal. Below you can see a form that asks a user for their name and introduces the form as a person. In this case, Anthony.
The form goes on to thank the user for entering their name and gives a fun response saying that their name suits their eyes. It then asks the user to click the continue button if they want to continue.
This approach feels more human and can keep users more engaged whilst filling in the form.
Number three – Give them an option to add contact details
In today’s society, personal data is more important than ever. It’s harder to get a users email address let alone their phone number. You need to be more transparent when asking users for details like these. Do you even need some of these details straight away? In our form demonstration, we use the personal approach to ask the user if they can help us out by providing an email address so we can get onto the problem and provide an outcome.
We always use context when asking for users details. We answer the users’ question “but why do you need it?”. After a user puts an email in, we tell them that we have sent these details to our account manager Tony who will look over the details you provided and get back to you via email.
Number four – Respond Faster
Have you ever waited in line for ages just to get to the front of the queue to find out you’re in the wrong line the whole time? It sucks! I say this because it’s the same as filling in a form. A pet peeve of mine is filling in a form just to be sent to a page that says your form will be looked at in 48 hours.
You should have told me before!
I honestly believe we are all serial “we will get back to this” types. But we live in a world where people want stuff now. My advice is to email them back ( I like to use video) and say hello and that you’re looking through their query and if they can give you 15 – 20 minutes to get back to them. My customers love this, it’s personal and transparent.
You’ll rarely get an angry email in response. If you respond as fast as you can and something needs to be escalated, then make the whole conversation more personal by providing them with your office phone number or asking them for more details to contact them.
So there are 4 tips on how we recommend setting out your forms. First, shorten your forms, no one wants a convoluted 100 field form to fill out. Your customer didn’t come to your website for tasks. Secondly, be more personal, be fun and remember to be as human as possible. Thirdly, privacy is important, you don’t need all the visitor’s contact information, you’ll have heaps of opportunities to ask for more details further into the conversation. Lastly, respond promptly and be transparent. No-one want’s to be waiting around.
Of course there is so much more to cover on how you can make more engaging forms. We will address some more “how-to’s” in the next few weeks, so stay tuned.
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