How to simplify forms and customer journeys

In Usability by Admin

Contact forms and booking forms can be the main source of conversion and digital revenue stream for your businesses site. If you don’t have an ecommerce site allowing customers to purchase products or services directly through your site, then a form may be the main contact for your user base. In this case, it is important to make sure your forms are simple and easy for your users to use. Complicated forms and convoluted user journeys could be a make or break factor for your website.

Keep your main user base in mind

Recently the OECD group conducted a study into user competence. They showed that over 40% of the working population only possess rudimentary computer skills. Your own user pool may have less skills, as this study didn’t include people over the age of 65. The computer literacy of your users is something that needs to be accounted for if you want to maximise your conversions.

There are steps you can take to streamline your webforms. Too often we see forms and user journeys that are convoluted, ugly or plain confusing. Clear and simple forms increase conversion rates. A high conversion rates mean higher takings and increased buzz around your business.

Make your form the main focus

It’s important to limit objects on the same page as your form. A sparse page, with clear input boxes, gently directs the user towards them. Using additional guides like arrow icons or contrasting colours will make this even clearer. You are coaxing the reader through the form and a lack of clarity can turn people off immediately.

You also need to make your call-to-action button stand out. A stock ‘submit’ button will not help your conversion rates. Instead, tell users what happens after they click the button. ‘Sign me up!’ or ‘Start your Free Trial!’ is stronger because there is more clarity and direction to your page. In addition to this, the size of your button is instrumental, allowing users to clearly see what is required of them.

Polish your UI and UX design

The use of an established UI pattern is wise. The pattern itself will depend on the nature of your website. The natural language form uses conversational style to narrow down options and add a lighthearted feel. This UI pattern can be seen on Airbnb and Kickstarter so has connotations of young and vibrant businesses. Other UI patterns that could come in handy are wizards guiding the user through each step and the use of a completion bar to track progress.

Don’t be afraid to continuously test your UI design

Using A/B testing will help you identify problems with your layout. You can find out what colours or button titles work and where your form falls flat. Performing regular testing can show weaknesses and allow the optimum success rate. It’s important to thoroughly investigate your shortcomings so that you can learn how to move forward.

Through having a minimal and clear form and the intelligent use of UI patterns, you can work to engineer a webform that carries your users through. This will help you increase conversions and serve the needs of as many customers as possible.
Constant user testing and evaluation can help to discover what your users truly think about your forms – the Channel Dynamics user testing and evaluation service can be the springboard to help change and improve the overall digital performance and conversion of your forms.

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