How Smart Forms Increase Travel Website Conversions
Few websites rely as strongly on the versatility and data-gathering potential of forms as those dedicated to travel. Implemented properly, a form can do everything from drumming up leads to ensuring travelers end up enjoying exactly the trip they want. Forms’ impact on ROI, customer satisfaction, and the potential to improve all your other marketing efforts can’t be overstated.
So, what form-specific strategies will help your travel website benefit the most? Here's what you need to know.
Only Capture the Essentials
Forms are only useful if people complete them. That means going for a minimalist approach tailored to each type of form and going with a large number of fields only when the visitor is already predisposed to filling them in.
For example, forms in the awareness and lead capture stage, like newsletter and e-book signups, shouldn’t ask for more than a person’s first name and email address. Ask for more only when it’s natural, like in an itinerary planner or a booking form. Even then, stick to pertinent information and expand the number of options only if they lead to greater interest and help you offer a better service.
Make Forms Flexible
A digital nomad working remotely is used to the freedom and flexibility of going online from anywhere, courtesy of their phone's eSIM. Naturally, they’ll expect the same kind of adaptability from the website from which they’ll book their next trip.
There are lessons to be learned from eSIMs, so let’s roll with the metaphor for a bit. Having an eSim, for example, eliminates tedious steps like swapping your physical SIM each time you enter a new country. Similarly, your forms need to make signups and sign-ins seamless. Integrate them with Google or Facebook for one-stop authentication that doubles as a partial autofill that helps travelers complete forms faster.
Trustworthy eSIM services offer flexible data plans that are easy to renew or expand based on a remote worker’s needs. In that same vein, form fields should adapt to user inputs. Two website visitors might start with the same form, but its structure should dynamically change based on whether it’s a trip for business or leisure, their preferred accommodations, etc. Introducing relevant fields gradually keeps users from getting overwhelmed.
Respect Visitors’ Time
Potential customers will access your forms via various means, and not everyone has the luxury of devoting 10+ minutes to filling them out on desktop. Even so, you don’t have to sacrifice the depth needed to capture quality leads if you make the form easy to return to.
One proven tactic is to break long forms up into segments over several pages. People will be less intimidated to tackle each page, while buttons and progress indicators will motivate them to keep going.
Make sure alerts trigger while fields are being filled in, not after submitting the form. That way, visitors can immediately correct a wrong CC number format or forgotten “@” in the email field without having to backtrack and get frustrated.
Most importantly, have your forms save the information that's already filled in, even if they're abandoned halfway. A prospective traveler who was on the fence or had to take care of something else will be more inclined to complete the form if they return and discover that their progress wasn't lost.
Make It Look Good on Mobile
While booking a two-week-long romp across several countries would be more convenient from a laptop screen or monitor, most people will access your website via smartphone. Accordingly, you should build forms first with mobile users in mind.
Start by sticking to a single column and making sure each field is large enough for easy individual tapping selection. Try to fit the entire form onto a mobile screen or break it up into segments if that’s not an option. Ensure the right type of virtual keyboard appears for each field, e.g., just a numeric one for phone numbers.
Respect Users’ Security and Privacy
Travelers, especially digital nomads, are keenly aware of the cybersecurity hazards giving out their personal information can cause. This is also part of the reason so many adopt eSIMs while abroad.
For example, those visiting Thailand increasingly purchase the best eSIM before their trip, ensuring they have secure, reliable mobile data as soon as they arrive. After all, the coverage and encryption mobile networks offer are far better than the non-existent or easy-to-bypass security features you'd find on public Wi-Fi.
Forms need to come with trust signals covering everything from payment to information security. Include badges issued by trusted payment processors and be transparent about all applicable taxes and fees. Include a link to your privacy policy, transparently emphasizing the reasons for data collection and the measures you’re taking to protect it.
Conclusion
We've established that a form needs to be accessible and adaptable, but even then, it can still fail. Surprisingly, success can come from something as banal as rewording your CTA from a generic “submit” to “book your dream vacation now” or changing its color from blue to red.
Luckily, A/B testing is easy to implement. Create several form versions, each with a single change, and expose set percentages of website visitors to them. Monitor the impact this has on signups and CTR, and make the most successful version the default.
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