You have a form. You want people to actually use the form. Here’s how that can happen.
The information requirements users need to fill and complete the form is the first decision. There’s no one size fits all number of fields that will magically entice someone to give you their information, though keep in mind less is more. But there is some merit to indicate that the least amount of relevant, concise information is winning out.
Maybe required fields include “name” and “email” while the rest are optional, little cherries on top of the spreadsheet their info goes later. Collect only the information you really need and there’s a better chance it’ll get filled out, less work for the visitor is key.
No Need to Submit
This is where following the norm will get you in trouble.
The “submit” button following the form is the expected phrasing to complete the transaction of information that is about to happen. But it leaves nothing but a subconscious sour taste in the mind of the visitor about to put their trust in you. No one really wants to submit to anything, much less some free Ebook.
Make the benefit apparent for that last little push.
Instead of the regular “submit” text, insert the relevant offer that the form will give them access to. ”Get your free ebook,” or “Download white paper” give the visitor a clear idea of what the offer is about to present and what they will receive for their actions.
(this is an example of a good button type, not for pressing)
BONUS FUN DESIGN TIP!
Make the button temptingly clickable. Bevelled edges ready for a satisfying mouse click depression and eye catching colors are design elements that may work better with your content offer than regular, gray “submit”.
Security for All
People are far more reluctant to give out personal information these days, due to an increase in spam and other unsolicited sources. Gaining the trust of your visitor is perhaps THE most important feature for immediate and future interactions. There are a few different elements you can add to the form to create less friction:
Asking for sensitive information from a visitor should come along with a guarantee in the form of security seals or certifications showing that their information is in reliable hands.
A more personal touch is to add testimonials and customer logos to indicate that this is a socially proven system of information sharing. Adding customer testimonials to the end of a form also opens to the door to other services you provide and the positive experiences related to them.
Give it less space
The appearance of a long form can be a deterrent to even starting to fill it out. Even if the same amount of information is being conveyed, it can still appear shorter with some quick design choices.
For example, reducing the spacing between the fields and moving text to the side compresses the forms vertical length. It may seem like your asking for less information and asking less time from the visitor as well.
What it all means
These are several considerations to make when creating an effective form. No matter the content offer, a form with as little hassle and friction for the visitor will be a more gratifying experience.