How to collect complete customer information from a form

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We hope that, in fact, we are also collecting all kinds of information about visitors that we are interested in, so as to improve our goods and services. However, it is clear that visitors are not always ready to clean up all their information, so how can you avoid the visitors to fill out or fake information at will? We think at least two points must be done to get the right visitor information through the form.

Very clearly define why the site collects this information

Each additional query we add to the form, will add a burden to our visitors, and our colleagues will add a burden to our process of dealing with this data, or to our colleagues, so it is important to make sure that every effort here is worth doing and gathering the necessary information.

Although most people are unaware of, or aware of, but unwilling to admit, many times our forms are collecting information that has been invalidated or even expired for a long time, typically outdated items, as shown below:

Independent username not only can not provide additional information, but also increase the burden on users, especially in an already large number of users on the system, to find a usable name is also a very tormenting thing. From the technical and realistic needs, the mailbox or other information sufficient to replace the user name of the function, and more convenient verification, more user-friendly to fill out.

Users provide a message, in fact we also have a lot of this experience, subconsciously they want to use this information site, it is best to use immediately. For example, in the registration process above, the basic expectation is that the website will confirm my personal information through the password I entered, and activate or endorse my account, although there is no explicit notification in the registration process. If the site does not plan to verify the user's data through the form that the user fills out, it is not appropriate to ask the customer to provide the mailbox here.

Asking or investigating people or organizations that need form information can help us understand what information is required

All people who need form information to support or advance their work can give us some help in different ways to determine what information is necessary. These people are typically like:

Marketing department or Customer support department, which is the most direct information consumer.

The person or structure that publishes the publication, they need feedback on the availability and effectiveness of the form.

The cost support department for activities such as form design and analysis, and they need to obtain the effectiveness of the form.

In general, we need to strive to have more communication with these information consumers, from their perspective, what is the purpose of providing the form on the website? From their point of view to analyze, on the site of the form to achieve what kind of criteria is a success? With their experience, What are the main obstacles to our success? This information is essential and important for designing a reliable form.

In dealing with this process, we are generally easy to encounter two kinds of difficulties:

No one is interested in our forms, consumers are not interested, and the support department is not interested. The dilemma is often caused by consumers not thinking about how to use the information, or simply not planning to use it, or even more thoroughly thinking that the form cannot collect the information they need. In this dilemma, our proposal is to make it possible for stakeholders to demonstrate the importance of the form and to provide them with more opportunities to participate in form design and discussion, either formally or informally. It is at the heart of the problem to add enough sense of generation to them.

Everyone is interested in the form. Contrary to the previous situation, it is not always a great thing when everyone is interested-there are often conflicting design requirements that emerge between different opinions. In this case, our proposal is to avoid unnecessary verbal disputes, focusing all attention on the test, with data rather than personal perceptions as the benchmark for adjustment and improvement.

The handler who asks for the form information

It is both necessary and important to find and communicate fully with the people who are actually working on the form's information. In practice, we tend to accept very reluctant statements, such as the marketing department needs this information, or the information will be provided to human resources, or customer service will need this information. What we need is two kinds of people, people who really process information, people who really need information, and they can clearly explain what they need to do with this information.

How do you judge whether a candidate satisfies our demanding requirements? Our general practice is to ask the candidate this question: if the visitor provided a wrong message in the form, or did not provide the information at all, what should be done? If the candidate has not considered the issue, or is unsure how to answer the question, Then maybe he's not the person we really need and want to know.

Confirm that we already have this information

Do not gild The lily, it is very unwise to ask users who have provided relevant information to provide information again, and can easily annoy users. All information already held or mastered need not disturb the user, ask them to provide again, typically such as:

Visitors are logged on through their cell phone or email, but are asked to contact them again when they have completed the purchase and are ready to pay the bill:

To avoid this unpleasant experience, in addition to making the most of the user information available, we often need to:

Use exposed external sources of information, typically such as geographic information provided by various map software.

Determine the user's status in the current behavior based on the behavior of the user before the site, typically such as cumulative discounts or read permissions.

Incidentally, this information is generally not pre-filled in the form as the previous example, but often comes from a database.

The reason is always simple, we can easily understand that there is no need to answer the question is a great convenience for users, but why are there a lot of websites refuse to use the information that the user has provided? The real answer is that the database you need is not easy to access, and it's much simpler to listen to your visitors directly. It is difficult to say, in the short term technical distress and long-term user interests should be how to choose between, this often depending on the needs of the site operations to do a balance. This article is edited by http://www.yichengtz.com, reprint please specify!