How consumer-friendly web forms increase engagement and conversions

by | Mar 8, 2018 | Marketing, Public Relations

Nearly 90 percent of consumers fill out at least one online form per week on average, according to a new survey from B2B research firm Clutch. However, consumers tend to abandon poorly designed online forms, putting small businesses at risk of losing conversions such as lead generation or ecommerce sales.

Clutch conducted a survey of 502 consumers that filled out a web form in the past month to better understand how small businesses can improve their web forms’ design. The survey found that ineffective online forms can harm a business’s reputation by suggesting that the business is untrustworthy or out of touch with technology.

“It says to a potential customer that you don’t understand technology and you care less about them,” said Mark Baldino, co-founder of user experience firm Fuzzy Math, in a news release. “It tells a story of attention to detail that a company can provide.”

How consumer-friendly web forms increase engagement and conversions

Experts recommend that small businesses apply user-experience best practices that make it faster and easier to complete an online form. These best practices can also help ensure the data collected is accurate.

Almost half of online form users (44 percent) say that the average web form requires 2 minutes or more to complete. However, small businesses should create short and efficient web forms that do not ask for extraneous information.

Features that autofill addresses or pull data from uploaded documents are popular, and can make a web form more concise. Applying conditional logic can ensure users aren’t asked irrelevant questions.

“For instance, if a form first asks for an age range, whatever that user answers, the subsequent questions should relate back to that,” said Leeyen Rogers, vice president of marketing at web form builder tool JotForm, in the release. “If someone says they’re 30 years old, the questions shouldn’t ask anything pertaining to a different age range.”

How consumer-friendly web forms increase engagement and conversions

Online form features such as a status bar indicating progress, inline validation, or a password strength checker can help deliver a better user experience and are preferred by 90 percent of online form users, the survey found.

Finally, consumers indicate that they prefer to scroll through all the form’s questions on one page more than clicking through multiple pages of questions. This stands in opposition to current design trends, which promote forms with multiple pages.

Clutch surveyed 502 consumers who filled out an online form within the past month; 67 percent of those surveyed had filled out an online form within the past week.

Read the full report here.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter