Improve the Design of Your Web Form
From the Journal of Marketing;
“Considerable research has shown that customers are highly sensitive to online forms, even when they are not able to articulate it.”
Have you noticed that most web forms are not very easy for customers to use? Or if they are, they're clunky and require a lot of unnecessary data. Here is what to consider when designing your forms;
Web Form Design Tips:
- Form structure: only ask what is necessary - With more fields on your form, your conversion rates are likely to drop. When you have a small number of fields on your forms, it makes completing the form easier for your visitors. Instead of thinking up another question they might not necessarily want to answer, they can quickly get in contact with you.
Avoid optional fields in input fields - It’s human nature: we don’t like to provide the information we’re not asked for. This means if you put an 'optional' field in your form and the visitor scrolls past it to try and find the 'submit button, they might not complete it.
It's essential to make sure that fields are readable and accessible at all times. Make sure they're not obstructed by any interface elements such as the keyboard, and allow users complete their input before advancing each field up on screen automatically.
Your forms should be accessible on all mobile devices to create an easy experience for visitors. This means optimizing your form with the latest technology and attentive design so that it can work in any size or orientation - whether you're using an apple product, Android device (or anything else!).
While smartphone usage will continue to accelerate, tablet users are predicted to overtake laptop/desktop users in the near future. Making sure your web form can be used on all devices is important so avoid any drop-off in user engagement!
Forms are the web’s way of engaging the users. Used properly, forms can engage your users and increase your conversion rate. However, if designed poorly, you could create a horribly scary experience that scares your users away.
Mobile users naturally scroll down their phones, not across. That’s why it's important for forms to start at the top and go all the way to the bottom so they can easily find where you want them in your content!
It may seem like a one-column form would be easy enough because there isn't any left or right scrolling involved–but this just causes confusion when we have multiple columns with text on each line of widgets (like fields).
Because of the limited screen real estate on a mobile device, it's important not only for users to be able complete your form quickly but also throughout their journey so they have an enjoyable experience. This can be accomplished by providing them with progress steps or pagination when needed during their session and helping guide you through any confusion along the way.