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Forms and checkouts impact on your conversion rates. Tom New, the co-founder of Formisimo, shares his slides presented at Sascon. There's tips on how to improve your checkout/form to improve conversion rates, as well as real world examples of how companies have got it wrong.
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Why the long form?
A little about Formisimo
Advanced form analytics tool (out of beta!)Tracks every interaction with online forms
26 metrics measuredOver 43 million form interactions tracked so far
Online, forms are everywhere.
And they carry a huge burden
Your form
Offline Advertising
Branding
Website design
PR
Digital Marketing
Sales
Word of Mouth
Affiliates
Online advertising
Social Media
Forms
A sales funnel (of sorts)
Customer
But, surely people know they are important, and get
them right?
Nope, they are (mostly) terrible.
How do we know this?
70% of people who start a form do not complete it.
WorldPay Study: Why do people abandon
online checkouts?
26% - Decided against buying
21% - Process was taking too long
Polite way to say rage quit
Some examples
Counties are no longer used for delivery(Royal Mail has deleted them from database)
How much difference does it make?
1 field removed from form $12 million extra revenue
A one-off, surely! Erm...
Register Continue
“You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout.”
$300,000,000
Back to basics: Forms vs. Content
Jessica Enders (Formulate):
Content Forms
Exploration and task completion Task completion only
No one point of focus Users are “field focussed”
Many possible entry and exits points Often only one entry and exit point
Concepts of “success” and “failure” vary
Strictly defined concept of “success” and “failure”
Often visited many times Often only used once
How does this impact visitor behaviour?
How does this impact visitor behaviour?
Task completion Forms are a barrier or hurdle to some greater good, not an end in themselves. They are a
necessity, but not one visitors enjoy
How does this impact visitor behaviour?
Field focussed Careful examination of every word, instruction and label. Much more scrutiny than browsing.
Confusion and consternation more likely.
How does this impact visitor behaviour?
One entry and exit point No browsing, clear path for users, no distractions.
How does this impact visitor behaviour?
Success and failure strictly defined Either a visitor becomes a customer, or they
don’t. Visits, time on page, etc do not really matter (for
forms). Conversions matter.
How does this impact visitor behaviour?
Often only used once You often only get one shot!
If you fail to get it right, potential customer may get good or service from a competitor.
Some common pain points
Captchas
Why do they exist?
Captchas
To prevent spamTo annoy humans
CaptchasWhat is their effect on conversion?
How many of these are potential customers?
CaptchasAre there better
options?
CaptchasIs a simple Maths quiz any
better?
Other options
1.Email confirmation (registration)
2.Honeypot Traps – hidden fields that users cannot see. If filled in, likely to be spam.
3.Plugins – Akismet for Wordpress
4.No CAPTCHA
How much spam do you get?
Test!
Double entry of information
Double entry of information
Why do sites ask for this?
Prevention of errors
But...
Double entry of information
Can copy and paste email address, so benefit is negated.
Plus...
Which of these fields contains the error?
The consequences for conversion rates...
Errors + Drop offs
- Increases effort for every user- Can be bypassed- Only ensures fields match, not that
they are error free- Can cause more corrections and
drop offs
Double entry of information
Alternatives:1. Unmask Password2. Email activation3. Get rid (if easy to reset password)
Double entry of information
Buttons
Call to action buttons exist across websites; also on
forms.
Buttons guide a user through a form, and help task
completion
Sign up for your FREE trial
Apply Now Retrieve My Quote Proceed to Checkout
Where are the buttons?
These are obviously buttons...But these are harder to see (but more important)
So difficult to see quickly (remember task completion)!
Compare with....
Forms are not like Angry Birds
Some tips - from Caroline Jarret
1. Make buttons look like buttons.2. Put buttons where users can find
them. 3. Make the most important button
look like it’s the most important one.
4. Put buttons in a sensible order. 5. Label buttons with what they do. 6. If users don’t want to do something,
don’t have a button for it.
Coupons & Discount Codes
What would your next move be?
Vouchercodes.co.uk and Forrester report:
1. The frequency of use of online voucher codes is increasing
2. Online voucher codes reduced shopping cart abandonment
3. Vouchers often finalised the deal for undecided shoppers
4. The use of vouchers drove more customer conversions
5. Spending by those who use online voucher codes is increasing
But...
Giving a user a reason to leave the checkout process.
Paypal study
45% of shoppers have abandoned multiple shopping carts in last
three weeks, and 27% of those are in search of a coupon.
And...
It’s addictive!
12,000 searches a month:
8,000 searches a month:
The sofa effect
How to avoid this?
Advertise your own discount codes
How to avoid this?
Make less prominent
How to avoid this?
Linguistic trickery
“Gift code” vs. “Discount code”“Discount code (if any)”
Instantaneously input the combination of alpha and numeric
characters to realize your transitive and
ultimately futile concession.
How to avoid this?
Only display box if visitor arrives via an affiliate link
OR
Don’t have them!
Labels and field names
Remember:
• Field focussed• Task completion
Users need to achieve a goal, but will not give over anything and
everything to achieve it.
Some fields require explanation, or provide users with reassurance as
to why you are asking for it (DOB, mobile numbers, sex)
Why do I need to give this information to buy a scarf?
They have to provide additional (and useful information)
Better...
Your users and potential customers deserve better.
Better forms = happier customers
Happier customers= more customers
Embrace new
technology
Build
Learn Measure
Without this, you cannot
improve
96% of people find cart abandonment analysis highly valuable or quite
valuable
“Of all the methods used to help increase conversion, cartabandonment analysis shows the highest correlation to an
increase in sales.”
