Form design and conversion rate improvement

Whether for registration, payment, or contact, we always need to get the user's information through the form. Unfortunately, in reality, there will always be a lot of visitors to see the form immediately click the Back button on the browser. There are a number of reasons for this, such as the length of the form, the friendliness, the lack of trust, or the fact that users are not really ready for a deal.

Every time this happens, we lose a potential user. The challenge that designers must face is how to design the form so that as many visitors as possible can fill it out. From the user's point of view, we can divide the problem into four aspects.

What can I get?

When it comes to "transformation", the first thing designers think about is the details of the operation, including the color of the button, the font size of the title, the contrast, the way it is, and so on. Of course, these must be considered, but the most important question is: as a visitor to the site, why should I fill out the form? What can I get?

Visitors will not simply disclose their personal information to you because you have asked for it, and you need to show them the benefits of doing so. Think of this as a transaction in which your visitors provide their name and email address in exchange for something they need, such as services, free trial software, download http://www.aliyun.com/zixun/aggregation/16864.html ">pdf documents, etc."

In addition to letting viewers know what they can get, you'd better tell them why it's what they need. To focus on the value of the product, if you can use the simplest introductory text to describe how your product can help users solve problems and arouse their empathy, even if the form itself is slightly more complex, they will be willing to fill it out;

, why should I trust you?

When people visit your site for the first time or come in contact with your product, they do not have any reason to generate trust all of a sudden. Try to show some "evidence" of a public effect, such as media coverage, approval from existing users, and any element that can inspire a positive attitude toward a product.

Pocket changed's subscription form is a good example of how many people are currently subscribing to the download, and it's very straightforward to let visitors know what they can get when they fill out a mailbox. If you can add some approval feedback from a real subscriber, the form will translate better.

Another very effective "proof" is that all the well-known media coverage of your product is displayed on the page, of course, provided that the relevant reports are real. These elements with high recognition effects can effectively enhance the user's sense of trust.

Recommended reading:

for product personality – elements of affective design and practical cases communication between real people--through hand-painted elements to enhance the product's individuality and affinity what do you do with my information?

While providing positive guidance to our visitors, we should also try to avoid those negative factors. The biggest concern when filling out a form is the use of information after it is collected by the site. Users do not want to receive spam and are less likely to have their personal information disseminated. If you do run a trustworthy product, so let users know that you don't sell their information or send spam to them, as Fogbugz did, by telling the user in a very straightforward manner next to the registration form, "We're not selling or sharing your email address, That's it. ”

Related reading: How to promote the conversion rate of the website through a better user experience

, how long will this take me?

As we mentioned in the previous article, if visitors can get a clear idea of the value of the product, evoke their needs and get their trust, then the length of the form will not be the most important factor affecting the conversion, but that doesn't mean we don't need to simplify the form. Even if a visitor decides to perform a transformational act, their time and patience are very limited.

I bet that in many cases, the "required" form fields are not really needed.

Gumroad removes a number of common "required" fields in the unpaid payment form, leaving only text boxes for entering the email address, credit card number, expiration date, and CV code. If you can simplify the payment process without logging in, I believe there is no room for optimization in other complex forms of business.

After making a full simplification of the form, we can also try to use some design techniques to make the form look lighter. In this regard, my personal favorite case comes from the registration form of the prototyping tool Invision. They present the form as a floating layer, and as a visitor, I can feel that when I fill it out, I can immediately go back to the previous interface and continue with the application process.

Related reading: A text box to handle credit card-related information input

Summary

Open your website now to see which forms can be improved in the above four areas. Of course, you don't have to focus on the points we've discussed before, and most importantly, in the process of thinking and designing, always remember to stand on the visitor's point of view and experience to discover those elements that have a positive or negative effect on the ascension of the conversion rate.

Source Address: http://beforweb.com/node/143