Internet marketing, like all present-day transactions, is always time-bound. Rarely do we nowadays have the luxury to engage in something that demands a long time to accomplish.
One reason for that is the increase in the number of activities we do on a daily basis. With the dawn of social media, our daily schedules are added with activities like checking and updating our Facebook pages, tweeting in Twitter, getting a photo in Pinterest, or on a more professional side, updating our profiles in LinkedIn. If not, we still have to get in to Skype to speak to a family member overseas. Or maybe we need to log in somewhere online in our hopes to find a lover abroad. All these things, although seemingly trivial, are now the hallmarks of our daily existence. And to answer a very long form is just not the right way to win customers over. This post will cover why this is so and what you can do instead.
Why a Long Form does also gives you a Long Time before Succeeding
For obvious reasons, the form is “very long.” Yes, forms are very useful in establishing leads for any of your campaigns. It makes your website interactive and allows you to collect relevant data from customers. But if it were long, how relevant would this data be? And what important information is contained therein? For sure, you would not appreciate it if the number of visitors you get is not the same as the number of buyers you have. Your conversion rate is defeated.
It is you who needs something from your customers. And because they are not really getting anything from filling up a form yet, it is your responsibility to make the task easy and simple for them. In the Filipino market, courtesy matters when it comes to getting the information you want. While others may shrug it off and complete your forms anyway, remember that the Pinoy market nowadays is full of rude customers. The last thing you would ever want is to alienate someone who could have been your customer.
People will not be expecting a long form. Even customers online need to be conditioned before filling anything up. This is why some people return to completing forms afterwards while some start filling it up and not continue in the middle of the process. Keeping your forms short and simple is one way to get around these drastic occasions of cognitive changes.
Grammar and mechanics add injury to the nature of your form. It’s “Hi there! To register, please fill in the very long form below.” Some even set their greetings with a comma like this: “Hi, there!” That is grammatically correct even if it looks unconventional. Some customers pay attention to details in specific websites. You would not want to receive an email pointing that out when it could have been something that was corrected before it was posted. A grammar problem, added to very long forms, is just not the way to encourage people to take action. You will simply spin criticism.
So what can you do to make this better? See the tips below.
Tips to Keep your Online Forms Short and Simple
Make your Field Labels Clear. First, you need to specify what kind of information you want to obtain from your customers. And because you are looking for leads or to correspond with your customers, the most important fields are obviously the name and the customer’s contact details. For details, you will know where to start your marketing campaigns and for correspondence, you will know where and how to get in touch with them. And because you made a form available in your website, you need to be courteous enough to respond to any inquiries you get. Some Filipino websites, including known websites, do not do this and it’s disappointing.
Consider default text. Default texts are words or phrases that you see in form boxes that indicate what you need to place there. As such, default texts can also be used in place of field labels. For example, in an email form, a huge box where visitors can type in their inquiries has a default text that says “type message here.” In the absence of a field label, visitors will get a clue that that box is where they need to place their message in. As a final tip, be descriptive when you use default texts so as not to confuse your readers, and make it disappear as soon as customers click on the box so they will not get in the trouble of deleting it themselves.
Use Form Validation. Form validation prompts bring attention to fields that are not answered correctly by customers or fields that they missed. Through form validation, you get the information you need at the very first contact. This, in turn, gives you a greater chance of increasing your leads.
Consider layout and design. The physical attributes of your form also plays a vital role if you are to get visitors to fill it up. Using unintelligible font styles alongside very bright colors like neon hurts the eyes and makes readability difficult. This will surely discourage your readers to get you the information you need.
Keep it simple. Do not attempt to cramp too much information in a single form. If your form appears to be congested with too much information, the impression it generates about making the visitor having to enter a lot of information can drive them away from your website. Sometimes, it helps if your place a number indicating the step in a process and to ask for one information in each box.
Check your grammar. From field labels to default text labels and error message displays, you need to make sure that your grammar is correct. Some visitors are intolerant of simple grammar lapses that even an error in punctuation is enough to push them away.
With all of the information given above, you now know better than to inform your customers that they are about to embark in a gruesome experience of filling up a form.