Form optimization Optimization on core forms

Pascal LyHead of Web Marketing – APAC Online

Lee Sock Chian Online Marketing Researcher

B2B best practices

Forms are constituted by 6 majors components

CONTENT FIELDS

CALL TO ACTION IMAGES

DESIGN SECURITY/PRIVACY

• Signing up is a big commitment for most people• When ready to make a purchase 85% of visitors would fill up a form• Getting users to fill out a form is all about trust and comfort

Retain attention, build trust, expose benefits and guide user on requested actions

Retain attentionGive clear idea of what we are offering.

Build trustConstantly keep visible a phone number or contact details so that people know that your business is real and they can reach out to a real human.

Expose benefitsAppeal to users by clearly stating and showing what is the offer and the benefits they’ll get from submitting their details.

CONTENT

Relevant contentPeople will be more willing to complete a form if they feel that in return of providing their contact they would get expert content.

Only ask for information you need and use relevant, non intimidating text for your CTA

FIELDS

CALL TO ACTION

Stick to the most necessary informationUsers gets suspicious if information being asked are not legitimate from their point of view.

1. Explain reason of the needed field if any doubt may exist2. Ask people who are dealing with the information collected,

what do they really require to keep their business going on.

Clearly explain how to solve error issuesNothing more frustrating than being left with an error without knowing how to solve it. Explain how to solve the error. The must – indicate errors in real time, even before the form gets submitted

Easy to fillGive clear indication of what fields are required among those that are optional. Ideally remove the optional fields to keep the form short.

Explain how to fill the fields:

Appealing Call-To-ActionFinal action on the form and the most critical. The CTA must be a reminder of what will they get after submitting.

Image and design speaks a thousands words and directly influences the perception

IMAGES Use an image summarizing strength of your product/serviceUsing a self sufficient picture that would explain or describe what would the user benefit from signing up for your service/product would be the best.

DESIGN

Don'ts• Images that would

mislead• Use generic images

without any values

Do’s• Connect to positive

emotions and feelings• Visually appealing

Fields shapes and colors do impact completion• Use round shape for fields and buttons• Place field labels either on the left or top of the field• When an error message shows up: highlight in red

the field that needs to get corrected• Short and easy form• Simple layout• Mobile friendly

Principles for effective CTA• Above the fold• High contrast to grab attention• Stand out size• Use button, instead of text links• Copy should: convey value, create urgency and be direct

Data is the currency in forms: build trust and transparency

SECURITY Offer the most secured environment• Use https protocol• Use third party seals certificate to certify secured

connection free of malware and legitimate (Norton secured Verisign, and Trust-e)

• Display logos and copy providing information of secured form (when forms are opening in lightbox,there is no indication about an https connection)

• Give details on how data is secured once submitted• CAPTCHAs purpose is keeping spam off of forms• Everyone feels comfortable knowing there is a human

you can be talking to on the other end – propose chat

PRIVACYAddress potential concerns• Provide easy way for user to delete or modify their data• State data policy: what are the data going to be used for• State privacy policy: communication preference• Comply with local privacy law

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How an ideal form is looking like Get your free xxx

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First name*:

Last name*:

Phone number*:

Business email*:

Company name:

Prefer talking to a Sales Representative before starting your trial, call us 1 800 000 000

Explanation on how to complete the form and what you would be the next step

About yourself

About your company

We would reach out delivering the most relevant information to your interest

Need a valid email address to send trial information

X

Help us know more about your business to serve you better

Number of employees:

Get your free xxx now

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Privacy statementSecurity statement HTTPS

Opt in statement

1• Curve shape: on the form format and the

fields

• Title: attractive title explaining what is the purpose

• Introduction: short copy explaining what is the objective of the form

• Visible phone number: build trust

• Details: detailed content – the benefits, advantages, how to use…If we use any illustrations, it has to be in relation with what we are offering

• Grouping of fields: ask about the person first, then about the company, and indicate which are the optional fields from the required one

• Educational: explain why we are asking for sensitive information people are usually reluctant to provide such as email and phone

• CTA: need to make it appealing and avoid using SUBMIT

• Privacy and security statement: address concerns people may have to fill in the form

• Chat service: provide help if needed

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Analysis of forms

Analysis of Free Trial form

Clear and attractive copy, however the copy is too small

Most won’t know their company’s postal code, and this information is seen as

irrelevant to take on a free trialInduce confusion.

Keep it simple

Low value-add photo

Missing opportunity to say more to encourage user to fill in the form

Address security and privacy concerns

Small CTA

Too many fields with some that might not look legitimate to ask for to take on a free trial

Positive impactNegative impact

Analysis of Contact form

Positive impactNegative impact

Visible phone number, however the copy is not

mentioning it’s for sales purpose

Address security and privacy concerns

Too many fields being asked

No value-add. Unnecessary noise

2 times repeated in the page

Space to express the need

CTA too small

Page is too long

Recommendation

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Before / After&

Results

BEFORE AFTER

Form completion rateIncreased by 6%

BEFORE AFTER

Form completion rateIncreased by 1%

Quality of ContactIncreased by directing trafficto the right location