Do Your Web Forms Show Good Form?, Part 2

  |  May 21, 2004   |  Comments

Everything counts in Web site conversion, including the Web forms on your site. Part two of a series.

We looked at examples of good and bad Web forms last week. Now that you know the difference, let's talk about optimizing Web forms.

Web forms create an exchange of information and value. If people must spend any amount of time filling out a Web form, you must offer something in return. Narrow the form fields to only what's absolutely required. Many marketers just love data, so they ask more questions than are truly needed.

Ask for What You Need Only When You Need It

Separate needed information from conditional information. One recent client,, asks respondents what type of roofing material they need when they chose a new roof. That question is on the first page of the form. It could easily be saved for the second page and only displayed if a prospect fills out the new roofing option. They're making that change.

The same can be done on an e-commerce site. Ask a respondent for her billing address. Offer to ship her order elsewhere or send it as a gift. Provide the shipping address fields on the next page only if she checks that option.

Add Benefits Along the Way

Web forms often don't include benefits or make them explicit if they're there. This is critical. E-commerce sites should display cart details throughout checkout but not get in the way of each step.

Check out to see how it handles this issue in the checkout process. For a good example of benefits listed on a lead-generation form, check out the Allegis Group's Thingamajob.

Set Expectations

If you're collecting information for a lead-generation program, let visitors know what you're going to do with that information. Remind themat the point of action that their privacy is valued, and let them know when and how you'll respond to the lead. Take a look at how Volvo Construction lets prospects know a dealer will contact them within 24 hours.

Too many companies apparently believe they have no competition. Of the business-to-business (B2B) sites we've looked at, the majority take longer than 24 hours to respond to leads. Leads go cold the moment they're left unattended.

Provide Options

Check out RaDirect; it promises a "Two-hour guaranteed response time (Monday - Friday, 8 am - 5 pm EST) for North American inquiries only." Notice RaDirect also reminds people they can contact the company via a toll-free number or live chat. Compare that with Gomez's form, which provides no benefits or options(thanks to Andrew Goodman for pointing that out).

Set Standards and Expectations

I spent the better part of a day reviewing all kinds of offline forms. It has become some sort of de-facto Web standard to mark required fields with an asterisk (*). You can see this on the Gomez form. Yet offline forms generally only use asterisks when there's some kind of note or exception to the field in question. It's assumed if a question's there, you'll answer it unless it's marked optional.

Shorter Is Not Always Better

Often, people try to optimize a form by getting rid of extra fields. A recent client split-tested a form. Version A requested an email address, version B didn't. Although version B had a slightly higher completion rate, associated sales were dramatically lower. The critical function autoresponders and follow-up email play can't be neglected. Too many people don't spend the time focusing on email communications. Those who do will get those sales.

Next: Handle errors so prospects complete your forms.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!


Bryan Eisenberg

Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES,, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!



Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora,, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...