User Testimonial: Why Web Forms Don’t Convert

User Testimonial: Why Web Forms Don’t Convert

Our Sales and Marketing Director, Flo shares her latest experience with an online form. Her frustration tells a common story: why forms are not ideal for converting customers.

You can’t get anything today without filling a form. As soon as you want to download a document, attend an event, subscribe to a simple newsletter or even ask someone for help—you’re forced to fill a form.

Frustration Factor 1. Too much to fill in.

Endless fields can turn your visitor off from visiting their website, attending the event or ever wanting to read a newsletter. I tried signing up for a webinar last week and I was asked to fill out 21 mandatory fields!

Advice: Keep your forms short and you’ll convert better. Read more on the @Marketo Blog.

2. Don’t get too personal.

Users rarely feel comfortable sending off their private info to an unknown receiver. I don’t know what you want to do with my personal data and you can at least warn me that you’re forcing me to subscribe to your newsletter. I wasn’t interested in the company that was hosting the webinar last week, yet they continue to bombard me with product and sales information. It took me 5 minutes to find the link to unsubscribe! Like most people, I’ll fill in fake name, email and more just to go through the steps as fast as possible.

Advice: Would you rather receive false data from a long form or real contacts from a shorter form? Get to the point right away.By removing an unnecessary form field, you’ll increase the likelihood that a visitor will fill out and submit the form,” writes SEO Consultant, Aaron Bradley (@aaranged).

3. Treat me like a human because I am one.

Why is it when I shop at a store, the cashier will usually ask me if I found everything I need and thank me for shopping there, but when I purchase and download a white paper online, I’m rarely thanked and often lost at the end? Companies are quick to bother me with automated links and ads, but rarely consider me a real shopper even when I’m spending real money.

Advice: Please make me feel like a real person too. Make it easy for me to ask you questions and most importantly, value my business. Adding a simple Call Me or Chat button at the end of your form can add the human touch element that’s often missing online.


What’s the longest web form you were asked to fill out? Did you?  We’re interested in hearing your frustrating form story. Post your comments below.

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