b2b form optimization
Post on 21-Jun-2015
481 Views
Preview:
DESCRIPTION
TRANSCRIPT
Form optimization Optimization on core forms
Pascal LyHead of Web Marketing – APAC Online
Lee Sock Chian Online Marketing Researcher
B2B best practices
Forms are constituted by 6 majors components
CONTENT FIELDS
CALL TO ACTION IMAGES
DESIGN SECURITY/PRIVACY
• Signing up is a big commitment for most people• When ready to make a purchase 85% of visitors would fill up a form• Getting users to fill out a form is all about trust and comfort
Retain attention, build trust, expose benefits and guide user on requested actions
Retain attentionGive clear idea of what we are offering.
Build trustConstantly keep visible a phone number or contact details so that people know that your business is real and they can reach out to a real human.
Expose benefitsAppeal to users by clearly stating and showing what is the offer and the benefits they’ll get from submitting their details.
CONTENT
Relevant contentPeople will be more willing to complete a form if they feel that in return of providing their contact they would get expert content.
Only ask for information you need and use relevant, non intimidating text for your CTA
FIELDS
CALL TO ACTION
Stick to the most necessary informationUsers gets suspicious if information being asked are not legitimate from their point of view.
1. Explain reason of the needed field if any doubt may exist2. Ask people who are dealing with the information collected,
what do they really require to keep their business going on.
Clearly explain how to solve error issuesNothing more frustrating than being left with an error without knowing how to solve it. Explain how to solve the error. The must – indicate errors in real time, even before the form gets submitted
Easy to fillGive clear indication of what fields are required among those that are optional. Ideally remove the optional fields to keep the form short.
Explain how to fill the fields:
Appealing Call-To-ActionFinal action on the form and the most critical. The CTA must be a reminder of what will they get after submitting.
Image and design speaks a thousands words and directly influences the perception
IMAGES Use an image summarizing strength of your product/serviceUsing a self sufficient picture that would explain or describe what would the user benefit from signing up for your service/product would be the best.
DESIGN
Don'ts• Images that would
mislead• Use generic images
without any values
Do’s• Connect to positive
emotions and feelings• Visually appealing
Fields shapes and colors do impact completion• Use round shape for fields and buttons• Place field labels either on the left or top of the field• When an error message shows up: highlight in red
the field that needs to get corrected• Short and easy form• Simple layout• Mobile friendly
Principles for effective CTA• Above the fold• High contrast to grab attention• Stand out size• Use button, instead of text links• Copy should: convey value, create urgency and be direct
Data is the currency in forms: build trust and transparency
SECURITY Offer the most secured environment• Use https protocol• Use third party seals certificate to certify secured
connection free of malware and legitimate (Norton secured Verisign, and Trust-e)
• Display logos and copy providing information of secured form (when forms are opening in lightbox,there is no indication about an https connection)
• Give details on how data is secured once submitted• CAPTCHAs purpose is keeping spam off of forms• Everyone feels comfortable knowing there is a human
you can be talking to on the other end – propose chat
PRIVACYAddress potential concerns• Provide easy way for user to delete or modify their data• State data policy: what are the data going to be used for• State privacy policy: communication preference• Comply with local privacy law
Chat with us
How an ideal form is looking like Get your free xxx
lorem ipsum dolor sit amet, consectetur
First name*:
Last name*:
Phone number*:
Business email*:
Company name:
Prefer talking to a Sales Representative before starting your trial, call us 1 800 000 000
Explanation on how to complete the form and what you would be the next step
About yourself
About your company
We would reach out delivering the most relevant information to your interest
Need a valid email address to send trial information
X
Help us know more about your business to serve you better
Number of employees:
Get your free xxx now
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi nec felis metus, at vehicula ipsum.
Nulla dignissim justo tellus. Ut quis enim libero, in tempus purus.
Nulla eget interdum urna. Donec tincidunt laoreet fermentum.
Quisque a ligula ante. Fusce gravida mi quis mauris scelerisque dapibus.
Nulla eget interdum urna.
Nulla dignissim justo tellus. Ut quis enim libero, in tempus purus.
Privacy statementSecurity statement HTTPS
Opt in statement
1• Curve shape: on the form format and the
fields
• Title: attractive title explaining what is the purpose
• Introduction: short copy explaining what is the objective of the form
• Visible phone number: build trust
• Details: detailed content – the benefits, advantages, how to use…If we use any illustrations, it has to be in relation with what we are offering
• Grouping of fields: ask about the person first, then about the company, and indicate which are the optional fields from the required one
• Educational: explain why we are asking for sensitive information people are usually reluctant to provide such as email and phone
• CTA: need to make it appealing and avoid using SUBMIT
• Privacy and security statement: address concerns people may have to fill in the form
• Chat service: provide help if needed
3
2 4
5
6
7
8
9
1
3
2
4
5
6
7
8
9
10 10
Analysis of forms
Analysis of Free Trial form
Clear and attractive copy, however the copy is too small
Most won’t know their company’s postal code, and this information is seen as
irrelevant to take on a free trialInduce confusion.
Keep it simple
Low value-add photo
Missing opportunity to say more to encourage user to fill in the form
Address security and privacy concerns
Small CTA
Too many fields with some that might not look legitimate to ask for to take on a free trial
Positive impactNegative impact
Analysis of Contact form
Positive impactNegative impact
Visible phone number, however the copy is not
mentioning it’s for sales purpose
Address security and privacy concerns
Too many fields being asked
No value-add. Unnecessary noise
2 times repeated in the page
Space to express the need
CTA too small
Page is too long
Recommendation
Chat with us now
Free TrialGet your 30 days free trial nowSign up today with no engagement, no credit card, no cost and no download
First name*:
Last name*:
Phone number*:
Business email*:
Company name*:
Prefer talking to a Sales Representative call us 1 800 000 000 or start a live chat with us now
Request Your Free Trial Today* All fields are mandatory
We would reach out delivering the most relevant information to your interest
Need a valid email address to send your trial information
X
By submitting my details I agree to the Master Subscription Agreement and understand that salesforce.com may provide further information to me.
Start My Free Trial
You are a step away for your 30 days free trial.
Simply register with us right now and you’ll have access to a trial set of top features and capabilities of the world's most popular CRM application.
See for yourself, with your own data and at your own pace how Salesforce CRM can work for your business.
This is absolutely free, with no risk, no engagement, no credit card , no download and all done in a secured environment.
See for yourself why more than 2 million users love Salesforce CRM.
*Salesforce.com does not share, sell, rent, or trade personally identifiable information with third parties for
promotional purposes. Privacy Policy & Security Statement
All data provided on this page are being secured through a HTTPS protocol
Contact Us
First name*:
Last name*:
Phone number*:
Business email*:
Company name*:
For Sales enquiries call us at1 800 000 000For support enquiries call us at 1 8000 000
About yourself
About your company
X
Help us know more about your business to serve you better
CompanyInterest*:
Contact Us Now
Sales enquiriesIf you're considering one of our products, simply complete the form and we will contact you within two working days, or get in touch with a sales person right now at 1 800 000 000 or start a live chat with us now
Support enquiriesIf you’re a concerned customer and need immediate help, you can call our support number at 1 800 0000 or visit our support portal
Other enquiriesOur local office address can be found hereIf you are looking for a partnership, please fill in this formJoin us for an exciting career, apply for your #dreamjob hereHave a feedback on our website, you can give it here
Questions/comments:
Number of employees:
About your request
Job title:
How can we help you today?What you have to say is important to us
*Salesforce.com does not share, sell, rent, or trade personally identifiable information with third parties for
promotional purposes. Privacy Policy & Security Statement
All data provided on this page are being secured through a HTTPS protocol
Before / After&
Results
BEFORE AFTER
Form completion rateIncreased by 6%
BEFORE AFTER
Form completion rateIncreased by 1%
Quality of ContactIncreased by directing trafficto the right location
top related