Forms are your interface for getting information about prospects, clarifying their expectations, and discovering how to serve them better.
Data from a form is better than ordinary feedback:
- It helps you develop “buyer personas” to improve your market segmentation;
- It helps sales and marketing teams follow up, using their resources to best effect, we call this Smarketing;
- It helps build trust between your enterprise and your prospect, leading to a sale.
To get visitors to fill out forms, we suggested tailoring “top of the funnel” and “bottom of the funnel” offers to their needs. There's one challenge, though: Even those who love your offer won’t always fill out your form!
Why is this the case? How can you combat the issue?
Why Your Form Might Not Be Converting
As valuable as forms are, they can fall prey to these issues:
- The Form is Too Long: On the Internet, people tend to scan for information fast. They might decide your form is too long just by glancing at the size of the scroll-bar on their browser window! Thus, you should only ask the most important questions, always use smart fields
- The Form is Intrusive: Many people are concerned about online security. They’ll be shy to offer details like income, age, or city, even though a purchase requires them to volunteer information. Consider making “tough” questions optional.
- The Offer Isn’t a Match: For an offer to be motivational, it must answer a user's needs the moment they see it. If you have landing pages customized to multiple offers, you’re likely ahead of the game! If an offer is consistently underperforming, it may not be appropriate – or enticing.
- Smart Forms to the Rescue: Smart forms make life easier by adapting to user behavior. When a form with smart fields is loaded, it reads cookies associated with the user’s account. The form then omits questions the user has answered before.
This means smart fields are:
- Shorter and faster to fill out;
- Easier to customize to a user;
- Better at reducing bounce rates.
Smart forms can be sophisticated, asking different questions based on previous answers. This gives you the chance to get more precise information from a user who fits into a given "category" of your market.