How to engage users with forms that don't suck

Learn how to improve your forms to increase conversions and better engage with users.

Transcript

1. How to engage users with forms that don’t suck
2. I am Steve Wells Co-founder and designer at Strategy11. You can find me at FormidablePro.com @SteveWellsJr HELLO!
3. I am Jessica Wittmier Strategic Marketing Consultant. You can find me writing blog posts at Formidablepro.com @JessicaWittmier HELLO!
4. Lake Isabel, San Isabel National Forest off HWY 165 West of Rye
5. @FormidableForms #formmatters
6. FORMS Gone are the days when forms were limited to a simple contact form or newsletter opt-in.
7. “ What can visitors or users do on a website?
13. Now, virtually all engagement on websites (aside from social sharing and commenting) happens via forms... and even social sharing and commenting are accomplished using... FORMS!
14. WAY Historically, users spent their time scrolling and clicking through the web ONE WWW Flow of information in the past
15. Not just browsing In 2016, the typical user wants to be a part of the web rather than a bystander
16. “ Every second, approximately 6,000 tweets are tweeted; more than 40,000 Google queries are searched; and more than 2 million emails are sent. * Internet Live Stats -- international Real Time Statistics Project.
17. WAY As website authors, we need to take advantage of this two-way flow of information. TWO WWW Flow of information today
18. WHY? Why do we need to engage our users?
19. #torontotunnel
20. The point is: We don’t know what goes on inside our users’ heads
21. How do we find out? With forms that don’t suck!
22. ✓ Contact ✓ Donation ✓ Order/ Payment ✓ Event registration Form Categories ✓ Lead generation ✓ Survey ✓ Contest
23. “ What do you think is the lowest converting form category? Highest?
24. ✓ Contact 1% ✓ Donation 7% ✓ Order/ Payment 9% ✓ Event registration 11% Form Categories ✓ Lead generation 11% ✓ Survey 14% ✓ Contest 35% 2015 average conversion rates across 650,000 sites studied by Formstack.com
25. Why? W.I.F.M.
26. Form engagement from a psychological perspective https://leadformly.com/form-optimisation-pyramid/
27. Motivation Do I want the outcome of filling out this form? 1.
28. Motivate visitors with great marketing copy. When crafting marketing copy, make sure W.I.F.M. is in play: ✓ in your offer ✓ in your page copy ✓ on your call to action button vs. YOU want them to submit. THEY want instant access.
29. But great marketing copy can't overcome form field friction. 4x as many fields PLUS a required phone #. Better be a darn good ebook.
30. Ability Can I fill out this form? 2.
31. Information Does this form require specific information I might not have readily available? Do I have what I need to complete this form? Time Does this form take more time than I have?
32. Information Outline any special requirements needed to complete the form.
33. “ Increase conversion rates by allowing users to save their progress and return later to complete.
34. Accessibility To maximize your form accessibility, consider these tips ✓ Test your form with a screen reader ✓ Avoid small text ✓ Increase the contrast vs.
35. If you are taking them on a journey, provide a roadmap. No sense of direction, how long it's going to take or what is going to be needed.
36. What's needed. Roadmap provided. Ability to save and come back later.
37. Peace of Mind Will anything bad happen if I fill out this form? 3.
38. “ What are some "bad things" you might wonder will happen as you fill out a form?
39. Address the "bad things" in the copy but frame it positively. Don't worry. Wait. Should I worry?
40. Encrypt any sensitive data “I wish my website were less secure” -no one ever
41. Ease Is it easy to fill out this form? 4.
42. “ Simple forms don’t have to have fewer fields
43. Place your screenshot here Conditional Logic Only show fields your user needs to see and only when they need to see them.
44. Multi-Page Forms Breaking up long forms will improve completion rates—If you have progress indicators.
46. More tips A few more things: » auto-populate fields whenever possible » save data from one session to another (save drafts) » make forms responsive » use repeatable fields for data sets
49. As if looking for new health insurance isn't bad enough.
50. After what we just went through on the other website... this is bliss.
51. Taking ease of use beyond the browser
52. Which devices are people using to access with the internet? 47% Tablet 80% Smartphone 91% PC/Laptop Source: Global Web Index Text your favorite color to (720) 573-0128
53. Which devices are people using to access the internet? 9% Smart Watch 34% Smart TV 37% Game Console Source: Global Web Index Text your favorite color to (720) 573-0128
54. Which devices are people using to access the internet? ? What’s Next? Text your favorite color to (720) 573-0128
55. IoT Internet of Things Text your favorite color to (720) 573-0128
56. As a result: Text your favorite color to (720) 573-0128
57. Engaging Do I enjoy filling out this form? 5. Text your favorite color to (720) 573-0128
58. THE GOAL OF ENGAGING FORMS » Increase conversions » Collect actionable data » Build trust Text your favorite color to (720) 573-0128
59. t To build engaging forms, just pay attention to the rest of the pyramid. Text your favorite color to (720) 573-0128
60. t Text your favorite color to (720) 573-0128
61. Engagement doesn’t end there. What happens after form submission is just as important. Text your favorite color to (720) 573-0128
62. You’ve got mail Confirmation Emails • confirm submission • provide instructions • up-sale or promote Text your favorite color to (720) 573-0128
63. You will literally "blow them away" with boring copy and unnecessary captchas. I guess I could fill out this form. But I'd rather tell you about my junker. Text your favorite color to (720) 573-0128
64. And the winner is?
65. Any questions? You can find us at: » @SteveWellsJr » @JessicaWittmier THANKS! Text your favorite color to (720) 573-0128