The internet is full of form designs that have redundant questions, that ask questions in a confusing language and those that simply look boring. All of these characteristics make forms less encouraging for web visitors to complete.
❌ Long forms (less is more)
❌ Redundant questions❌ Unnecessary questions that don't provide good value
❌ Wrong question type for a question, e.g. use of open text field instead of button choices
❌ Jargon & technical language
❌ Standard Call-to-action text on buttons, e.g. Sign-up, Subscribe, Complete Form❌ Colors and contrasts that are difficult to read
All of these points might sound obvious, but the reality is that even the simplest online forms violate some of these points.The internet is full of thousands of form designs with lacking user experience. A single negative experience can affect the user much more than a great experience with your form. Review these practices and you will have much better chances to generate conversions and create engagement.
When we think of online forms, we typically have simple long forms in mind. Long forms or single-step forms present all questions on a single step, typically one-by-one below each other.
There are tons of good use cases for single-step forms, e.g. for forms that just ask for first name and email address. However, you should definitely consider switching the form format when thinking of making forms more fun.The alternative to single-step forms is multi-step forms.
Multi-steps forms, sometimes also called wizard forms, are much more intuitive and provide better experience along the user journey.
Because the user only sees one question step at a time, the information is less overwhelming.It is much more encouraging to just see one question at a time vs. 10 or 20 different ones. It's no different from real life: In a personal conversation with another person, you would also just ask one question before you ask the next question.
Within multi-step forms, you can use progress bars that provide an indication of how much of the form is already completed.Related: 7 Best Practices For Creating Long Forms To Boost Conversion Progress bar in a multi-step form
We find multi-step forms more user-friendly in lots of cases, e.g. lead capture, user qualification, feedback forms, application forms and more. LeadGen App lets you build multi-step forms with custom text and graphic elements very easily.
In LeadGen multi-step forms, you can show textbox elements along with your questions and form steps, e.g. above a question.These textbox elements can be added via the WSIWYG editor where you can add links, graphics and GIF images. Headlines can be set to different sizes, e.g. H1, H2, H3 format. Enhancing LeadGen forms with textbox elements - Form-builder and Live form By adding some lines of text for example, for introducing questions, you can make the form more individualized and easier to understand. This can make your form look more conversational and less static like a typical online form (See image below) LeadGen form customised header section You can also use GIF images in the textboxes to let your creative juices flow. See the form design example below to enter a competition:
The branding and styling of your online form is typically not something marketers pay attention to. On the other hand, people obsess about web design (which is obviously important too). The design of forms, however, is the key element of the website that actually drives business.Be one of the few marketers who take advantage of this potential and start optimizing your lead generation form for best conversion rates. Here is one example of an online contact form design with before and after pictures: The original design of form was built in long format. It was making things more complicated than necessary. The questions were unclear and left room for interpretation. In terms of branding, the form was just using white and grey colours, the most boring it could possibly look.
Above you see the new form in the brand's actual design. The brand already used strong green colors in the logo and website, so we adopted this style for the form. The multi-step format makes questions much easier to understand and users more likely to follow-through.
Colors play a few important roles for forms in terms of:1) Adding personality to the form and making it look less serious; 2) Matching the form style with your brand identity 3) Create more user-friendly experiences
LeadGen form questionnaire to engage users on a website
People love games and entertainment. Instead of showing the design of forms, think of ways you can engage users with games.
This might not be the right fit for every form you build. For example, contact & lead capture forms should probably still look as simple as possible.
Gamification is "The process of adding games or gamelike elements to something (such as a task) so as to encourage participation" (Source: Merriam Webster Dictionary).
Questionnaire LeadGen form - Answer page for a correct answer
These response form steps can be customized any way you like, e.g. by writing a short answer text with an explanation. Both the right and wrong answer can be connected to the next question (Q2), so that the user simply continues the whole questionnaire until the end.
A gamified online form could also be something creative, out of the box, that you wouldn’t find elsewhere on the internet. One great example of a gamified online form is this quiz by the BBC
It asks you to guess the Champions League finalist by only showing you the player as a baby. Things like this make people curious to go through the form to see the answer. Furthermore, your quiz or gamified online form is more likely to be re-shared which will help you win exposure for your website which would not simply happen for conventional forms.
It’s important to not just look at the online form itself, but the entire user journey.The journey on the web-page start where the user lands and continues even after the form submission. It adds value to optimize the entire page for one call-to-action which could be your form.
At the end of the cycle after form submission, you should show a Thank-you page or redirect to a custom Thank-you page URL. This is particularly important when using lead capture forms. The last thing you don't want to do is to confuse the lead whether the form submission was successful or not.
For B2B Brands
Interview with outreach pro Miguel who shares incredible insight on his cold email process.
2 minutes read
For B2B Brands
SEO is a lead capture channel with endless potential. Get answers to SEO lead generation questions.
29 minutes read