Website forms act as the point of departure from where the user’s web journey begins.
Whether you want to log in to a particular website, enquire about any product or service or make a purchase, at every step forms are filled out to start off the process. Right from ecommerce sites to matrimonial sites, recruitment websites to event management websites, every website on the digital network has forms. Forms are involved in almost every important phase of website but unfortunately they are one of the most underrated and carelessly designed elements. Most of the businesses fail to notice that forms are integral to increase the conversion rate.
Incorporating unnecessary forms like to fill sign in or registration form just to view the site is not only frustrating but will end up in low conversion rate as the visitors would take an exit without even entering the site. Also lengthy forms which ask the audience to fill pointless details results in low conversion rate. Hence, while designing forms, you have to put yourself in your site visitors’ shoes and then create forms that are user-friendly as well as results in high-conversion rates.
Essential principles to follow while designing a form:
1. Simple is the key ingredient:
A visitor visits your website, explores the products offered and eventually spots what he wanted, he clicks on ‘buy now’ and then he continues to fill the form. The visitor is just one step away from turning into your customer but unfortunately he finds form filling inconvenient and leaves the site. This mostly happens when the site has complicated forms.
- You have to keep the form simple and understandable, only focus on fields that are necessary to complete the transaction
- In case of registration forms or sign in forms, include minimum fields like email address, username, password, reset password
Don’t make the visitors feel as if they are writing any exam, let them chill and fill the form easily.
2. Divide long forms into chunks:
In some cases, it is not possible to cut short the forms, every bit of information may be important. But if you keep the form long like ancient letter rolls, it will panic the users; instead you can divide forms into suitable sections which will make form filling trouble-free.
- Organize the form and split it into sections, for example, in case of recruitment website, split the form into personal details, education qualification, job details, contact details, etc.
- You can also show progress, so that the users can know on which step or page they are while the form filling process
3. Give explanation for mandatory fields:
Apart from name, surname and contact information, some field in the form are mandatory but the visitors might not be aware that why they have to fill those fields. Hence you can explain the users the need to fill the fields. Some people don’t like to reveal their phone numbers on World Wide Web thus you can explain them why it is needed and also let them know that it will confidential and no one else view it.
You have to assure safety of user’s personal information then only it will lead to increase in conversion rates.
4. Proper name to buttons:
Unsuitable labels for form are also one of the major reasons for low conversion rates. Labeling buttons inappropriately may confuse the visitors about the objective of the form. Labeling form buttons with ‘Submit’ is actually of no use as it does not signify any message, instead appropriate button labels like ‘Create account’, or ‘ Send’ seems more apt and descriptive.
5. Create mobile-friendly forms:
Last but not the least, forms have to be mobile-friendly. Since most the potential customers are now on mobile phones, it is extremely vital to design forms that work well with smart phones.
As mobile devices are handy and it stays with people constantly, maximum sales are expected from this platform. Mobile-friendly forms will also lead to higher conversion rates.
Getting forms filled by people is all about trust factor. If you manage to develop the trust, you can definitely get the forms filled. Follow simple rule, ask yourself a question, would you fill the designed form? You can also fill the form and check how convenient it is. This way you can make the form more user-friendly and boost the conversion rate.
