Last week we continued the discussion of web form best practices. One topic we covered was not asking for too much information on the form from your prospects as it’ll turn them off, lowering your response rate. Tying into the “don’t ask for too much info” is the key to not use forms that are too long.
The longer the form, the fewer responses you’ll get, especially with forms that ask irrelevant questions or are unnecessarily complicated. Avoid form wording that is unclear—and that’s especially true for fuzzy questions and conflicting multiple-choice answers. Ask several people to give you honest feedback on your form’s contents.
If you must have a complex form, you can increase response by separating it into multiple pages or short forms that get submitted at different stages of the fill-in process. At first ask for name and e-mail only. Even if prospects abandon the form on a later screen, getting someinformation for follow up is better than none.
Yes, it’s true that a prospect who fills out a long web form asking many questions is a better qualified lead (sometimes), but the bigger question is how many prospects are you losing because of that long web form?
Remember that it’s your follow-up that will convert your prospects to a sale. It’s not the form. You need to get the prospects to complete the form to get any further in the process!
Share your best practices for the optimum length of web forms on your websites.