Bruce Davis-Goff - APAC Operations Director
9 Jun 2021
Forms are often the primary method for interaction on many websites, and in that respect, they are an intriguing and unique opportunity to engage with visitors.
Consider this; a form is a transaction; the person completing the form is giving personal information in return for whatever you can give back. Sounds like a great place to make a deal, right?
They are the only place you can get this level of user transparency – they are literally telling you how you can fulfill their intent.
Sadly, forms are often a pain in the ass, too many questions, weird validation, invasive fields that make you think “why do they need to know how many pets I own?”- essentially no-response-into-the-void, exercises in frustration.
So first I’m going to list the top form crimes, then I’m going to walk through an example to show how forms can bring outstanding value to your business.
The first question should be “what is the purpose of this form?” a typical answer might be “To provide customer feedback.”
• First Name
• Last Name
Ok, it’s a start, the next step will sometimes be around allowing the user to select a topic, usually from a drop down. This is hopefully populated with the results of analysing what questions users typically ask both online and through other channels. i.e.
• Lost password
• No service
The purpose of this field? A good question and I’m glad you asked, some answers might be:
If you are not bothering with either of these, this field may be redundant, if the submissions are simply going to a single email address, the recipient will know what the email is about without having to be told – and at least the category won’t be that annoying “Other.”
But here is the other side of the coin; the customer has reached out to you and they want something. You also should want something too and that something is to engage with the customer.
Often form submissions are treated as an annoyance, whereas they are an opportunity for dialogue.
Many sites now use an autoresponder, a simple message along the lines of “Thanks for contacting us #USERNAME#, we will respond within 24 hours.”
If you are using a smart engagement automation system like Sitecore you can go even further:
Here are the 10 crimes that will cause form dropout:
There is more but this is the most wanted. Sometimes having too much information on one form can be overwhelming. Consider reducing the visual clutter on the form and aim to have the user focus on each question to complete the form in an efficient manner.
In summary, forms provide the opportunity for increased engagement. conversions and revenue and should be treated appropriately; track them, test them, optimize them, personalize them and you can make a huge digital difference.
To talk to us about optimizing forms contact us here: https://konabos.com/contact/
As a five-time Sitecore MVP, with 15 years of experience working with, and for Sitecore, Bruce brings a valuable depth of skill and experience and a commitment to best practice excellence.
Bruce is a passionate Sitecore Architect with specialist skills in SXA, strategy, migration, and upgrades and is a certified developer, trainer, and NZ Sitecore User Group / SUGCON organizer. His background as a Sitecore Business Development Manager, coupled with solid technical skills, and enthusiasm for getting the most out of Sitecore, means
Bruce brings value to any project and currently looks after operations for the APAC region.