Optimise Your Forms: Reduce Friction

Introduction to Form Optimisation

Forms are an essential part of any website, whether it's for signing up for a newsletter, making a purchase, or contacting customer support. However, forms can also be a major source of frustration for users, leading to abandonment and a significant loss of potential sales. According to a study by HubSpot, 61% of users abandon forms due to frustration or complexity (Source: HubSpot). This highlights the importance of form optimisation in reducing friction and abandonment, ultimately increasing conversions and sales.

In this article, we will explore the reasons behind form abandonment, discuss the principles of form optimisation, and provide practical examples and actionable insights to help you optimise your forms. Whether you're an ecommerce business, a digital marketing agency, or a small online startup, form optimisation is crucial for improving the user experience and driving sales.

Reasons Behind Form Abandonment

Length and Complexity

One of the primary reasons for form abandonment is the length and complexity of the form. Users are often deterred by lengthy forms that require too much information, leading to frustration and abandonment. A study by Formstack found that 62% of users are more likely to abandon a form if it's too long (Source: Formstack). To combat this, it's essential to keep your forms concise and focused on the essential information required.

For example, if you're an ecommerce business, you may only need to collect the user's name, email address, and payment information. By removing unnecessary fields, you can reduce the length and complexity of the form, making it more user-friendly and increasing the likelihood of completion.

Lack of Mobile Optimisation

With the majority of users accessing websites through mobile devices, it's essential to ensure that your forms are optimised for mobile. A study by Google found that 53% of users abandon a site if it takes more than 3 seconds to load, and 61% of users are unlikely to return to a site if they had a poor mobile experience (Source: Google). To optimise your forms for mobile, ensure that they are responsive, easy to navigate, and have a clear and simple design.

For instance, you can use a single-column layout, large buttons, and clear typography to make your forms more mobile-friendly. Additionally, consider using auto-fill options and password managers to simplify the form-filling process and reduce friction.

Security Concerns

Security concerns are another significant reason for form abandonment. Users are often hesitant to provide sensitive information, such as credit card details or personal data, due to concerns about security and data protection. To alleviate these concerns, it's essential to ensure that your forms are secure and compliant with relevant regulations, such as GDPR and PCI-DSS.

For example, you can use SSL encryption, display trust badges, and provide clear information about your data protection policies to reassure users and build trust. Additionally, consider using two-factor authentication and password hashing to add an extra layer of security and protect user data.

Principles of Form Optimisation

Keep it Simple and Concise

The key to form optimisation is to keep your forms simple and concise. This means removing unnecessary fields, using clear and simple language, and ensuring that the form is easy to navigate. A study by UX Collective found that forms with fewer fields have a higher completion rate, with a 10-field form having a 10% lower completion rate than a 5-field form (Source: UX Collective).

For instance, you can use a progressive disclosure approach, where you only display the essential fields initially, and then reveal additional fields as the user progresses through the form. This approach helps to reduce clutter, simplify the form, and improve the user experience.

Use Clear and Simple Language

Using clear and simple language is crucial for form optimisation. Avoid using jargon or technical terms that may confuse users, and ensure that the language is concise and easy to understand. A study by Clarity found that using clear and simple language can increase form completion rates by up to 25% (Source: Clarity).

For example, instead of using the term "username," you can use "email address" or "login name." This helps to reduce confusion, improve understanding, and make the form more user-friendly.

Provide Feedback and Validation

Providing feedback and validation is essential for form optimisation. This means displaying clear and concise error messages, using real-time validation to check for errors, and providing feedback on the user's progress. A study by Smashing Magazine found that forms with real-time validation have a 20% higher completion rate than forms without (Source: Smashing Magazine).

For instance, you can use JavaScript to validate user input in real-time, displaying error messages and providing feedback on the user's progress. This helps to reduce frustration, improve the user experience, and increase form completion rates.

Practical Examples and Actionable Insights

Example 1: Simplifying a Registration Form

A great example of form optimisation is the registration form used by Dropbox. The form is simple, concise, and easy to navigate, with only the essential fields required. The form also uses clear and simple language, with a clear call-to-action (CTA) and a progress indicator to provide feedback and validation.

To apply this example to your own forms, consider the following actionable insights:

• Remove unnecessary fields and keep your forms concise
• Use clear and simple language to reduce confusion and improve understanding
• Provide feedback and validation to improve the user experience and increase form completion rates

Example 2: Optimising a Checkout Form

Another great example of form optimisation is the checkout form used by Amazon. The form is optimised for mobile, with a simple and responsive design that makes it easy to navigate and complete. The form also uses auto-fill options and password managers to simplify the form-filling process and reduce friction.

To apply this example to your own forms, consider the following actionable insights:

• Optimise your forms for mobile to improve the user experience and increase conversions
• Use auto-fill options and password managers to simplify the form-filling process and reduce friction
• Provide clear and concise information about your data protection policies to build trust and alleviate security concerns

Conclusion

In conclusion, form optimisation is a crucial aspect of conversion rate optimisation, as it directly impacts the user experience and ultimately, the bottom line of your business. By reducing friction and abandonment, you can increase conversions and sales, driving growth and revenue for your UK-based business.

To optimise your forms, remember to keep them simple and concise, use clear and simple language, and provide feedback and validation. Additionally, consider using professional services, such as conversion rate optimisation (CRO) agencies, to help you optimise your forms and improve the user experience. With the right approach and expertise, you can reduce friction and abandonment, driving more conversions and sales for your business.

By applying the principles and actionable insights outlined in this article, you can optimise your forms, improve the user experience, and drive growth and revenue for your business. So, take the first step today and start optimising your forms to reduce friction and abandonment, and watch your conversions and sales soar.