Digital MarketingYes, even online form experiences can be excellent: Here’s how

Yes, even online form experiences can be excellent: Here's how

The IDC predicts that by 2021, businesses that invest in providing a frictionless user experience will see a 20% decrease in customer attrition.

Our increasingly digital world allows everyday processes and tasks to be more accessible and convenient. Banking is easier, applying for jobs is easier, buying a concert ticket is easier.

Things have become much more simple with digital forms that can be accessed on desktop websites, mobile websites, and mobile applications.

Well… “easier” may sometimes be just in theory.

Now more than ever, especially when it comes to mobile, customer experience determines whether a company will win or lose business — including user experience with online forms.

If you’re a business owner, you may be doing a mental scan of all the forms you have on your website and thinking, “I don’t see anything wrong with them.”

And on a surface level, you may be right. But think for a moment about what the user has to do when accessing your form(s) on a mobile device.

Does the form adjust to fit the smaller screen or is the user required to pinch and drag? Does the form easily jump from field to field or does the user have to scroll and click to get to the next field? These minor things may not seem like a huge deal, but it could be enough to push users away.

Content produced in collaboration with Adobe.

The ROI of customer experience

According to a recent study, 70% of millennials say they would actively avoid a brand based on a bad customer experience.

Backing this up, the IDC predicts that by 2021, businesses that invest in providing a frictionless user experience will see a 20% decrease in customer attrition.

By improving user experience, companies will see an increased ROI through the marketing funnel.

It should be clear to you now that a digitalized form does not a necessarily make a smooth user experience.

And even more importantly, that the use of digital forms goes beyond your IT department. Your marketing team has an opportunity to utilize your digital forms to keep customers happy and keep them coming back.

Best practices for creating online form experiences

1. Build a strong foundation

Say it with me now: Optimize, optimize, optimize. Optimizing your mobile app and website is crucial in keep your customers happy.

Don’t make your users squint and pinch. Make the most of your user’s screen while also utilizing your site’s or app’s real estate, reducing the amount of scrolling that your customers are required to do and keeping things moving smoothly.

An additional feature that may seem like small potatoes but can actually be huge for user experience is including a progress tracker.

This will help guide your customer through the experience and keep them moving forward through the form’s completion, whether accessing your website via desktop, mobile site, or mobile app.

2. Utilize customer empathy

Some companies are starting to use conversational-style experiences in order to better interact with their customers.

So, rather than a user manually filling out fields on a form, they can respond to questions from a chatbot, creating a seemingly more personal user experience.

You, the business, receive all the information you need — and the customer has a simple and positive experience.

Something to also keep in mind is that many customer experiences begin in one channel and end in another, often creating a fragmented experience.

However, customers still expect that you will talk to and interact with them in the same way across all channels.

For example, if a user starts an application on your website and then abandons it, you should be able to save and present that same form on not just the website, but on the mobile app as well.

So if the user opens up the app later on, they can pick right back up where they left off, even though they’re in a completely different channel.

Implementing these practices allows your customer to understand that you know what they want, while creating a seamless experience for both you and them.

Marketers: Keep things customer-driven, empowering, and measurable

Looking ahead to actually implementing a positive online form experience, marketers should keep things customer-driven, empowering, and measurable.

1. Customer-driven

Keep in mind that 40% of customer activity begins on one channel or device and ends on another.

Talk to your customers wherever they are by designing forms that are seamless and accessible across all channels. Make these forms easy to fill out, considering the end-to-end customer journey.

2. Empower the marketer to do more

Choosing a user-friendly, no-code required interface that marketers can easily use and understand empowers your marketers to make appropriate changes without waiting for the IT person to take care of it. Similarly, changes that are made to a form on one channel should be immediately updated across all channels.

The last thing that’s crucial for your marketers is allowing them to preview and deliver with confidence. Quick user testing to make sure the forms your marketers are sending out are seamless across all channels is vital in making your marketers feel confident in what they’re pushing out to customers.

3. Measure results

Track and identify detailed data about customer performance in order to gain clear insight. From there, you can utilize your A/B testing tools in order to much better optimize and ultimately increase your conversion rate.

This data can then be turned around and leveraged to retain your customer by engaging, up-selling, cross-selling, and more. Using the clear-cut data that you have about your customers sets you up to create positive customer experiences, leading to lifelong customers.

Want more tips for creating positive online form experiences?

For more tips and tricks on how you can create positive online form experiences, watch the webinar, “Goodbye digital abandonment. Hello 3X ROI!

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