3 Steps to Better Web Forms

by Rozina Hussain, Product Manager

When it comes to online user interaction, there is nothing more important than your web form.  It’s the front door to your brand and the avenue that people use to begin their relationship with you and your business. It’s how people get in touch with you and how you conduct your business. In short – it’s the backbone of your online presence.

Unfortunately, many web forms are built with great haste and with poor design that does not encourage user interaction.  This all takes away from the web form’s functionality and conversion rate, leading to frustrated users and missed opportunities.

Creating an effective, high-performance web form that provides you with the right kind of information is a relatively easy task. All you need to do is follow these 3 simple steps:

1: Only Collect the Information That You Absolutely Need

There is an inverse relationship between the number of fields you collect data on and your conversion rate.  Simply put, the longer the web form fields, the lower the conversion rate.  If your web forms collect fields of information that are not being used, remove the unnecessary fields immediately. By doing so, you reduce the “friction,” as they say, and make the process of filling out the web form that much easier for the user. After all, shorter web forms tend to lead to more user engagement, increased conversions, and higher profits.  Win-win, right?

2: Turn the Garbage Into Gold

85% to 90% of web form submissions will contain valid email addresses.  That means upwards of 10% to 15% of all submissions will contain email addresses that you cannot use, resulting in lost lead and conversion opportunities and valuable time being wasted – remember, “time is money.” Adding an email verification step in your web forms is easy, inexpensive and will properly validate email addresses and correct email entry mistakes.

Whether the user intentionally or unintentionally submits an invalid email address, having email verification software that verifies all incoming email addresses can be a huge asset for your web forms. You will no longer need to spend countless hours going through the check if the email addresses are valid. All else being equal, collecting more valid emails will yield higher profits.  I think we can all agree…that’s awesome!

3: Improve, Measure, and Improve Some More

Pop quiz: can you tell me how your web forms performed yesterday.  How about last week?  How about today?  You can’t improve what you can’t measure, and until now, measuring web form performance has been difficult.  Today’s analytical tools, such as Google Analytics, give businesses up-to-the-second information about how well web forms are performing.  This level of visibility helps you test changes in real-time and will quickly turn mediocre forms into high-performance profit machines.  After all, numbers don’t lie.

So what does this all mean then?

There has never been a better time to look into your web forms, find areas of weakness, and discover opportunities to improve them.  Whether you’re seeing 10 submissions a day or 10,000, having an effective web form that is optimally structured and that provides you with the right kind of data is essential to business growth. So what are you waiting for? Get out there and make your form into a high-octane conversion machine!

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