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Learn how to optimise forms to drive conversion uplift.


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Forms are one of the biggest frustrations along the customer journey. Learn how to analyse your forms to determine the problem areas, and then optimise the experience to drive conversion. Rather than applying best practices across the entire form, this approach is data-driven whereby you can pinpoint a specific field or a specific device or location that is causing the issue and fix the problem directly.

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Learn how to optimise forms to drive conversion uplift.

  1. 1. ‣ What is the problem with forms? ‣ Best practices vs. Form optimisation? ‣ Vitality example ‣ Demo ‣ Q&A Jon Patterson Senior BDM Qubit Matt Aston Head of Digital Sales Vitality Agenda
  2. 2. Form Optimisation Webinar
  3. 3. Qubit are a global leader in digital CX management 73 Net Promoter Score 95 Client retention rate 260 YOY growth in sales 160 31 170 Enterprise clients 31 of the top 100 Internet retailers Employees globally % % + Enterprise clients Operations
  4. 4. Qubit is a global leader in digital optimisation Global • Segmentation • Analytics • Personalisation • Testing
  5. 5. Why are forms such a problem? Effort / Data Reward / Value People are on your website for a reason. They are shopping for a service or a quote or a product and they often want to convert. People are willing to put effort in to get the reward of a quote, product or service. Forms are a simple value exchange. If the user doesn’t understand the bottom arrow, or they think the top arrow outweighs the bottom, that could be a fundamental reason why they are dropping off.
  6. 6. Some questions to ask about your forms 1) Are you asking for more data than you need?
 2) Does the user understand why you need the data?
 3) Do they know the effort required to complete the form?
 4) Is there anyway to reduce the customer effort required?
 5) Have you sold the value/reward of completing the form?
  7. 7. Form Best Practice V Form Optimisation Best Practices Data-driven Form Optimisation • In form field • Educating users why data is needed • Progress bars • Saving personal details via login • Postcode address finder • Ability to save and return later • Consistent & structured date formats • Only asking for what is necessary • Forms that change dependent on device • Optimised field ordering • Field selection based on referrer type • Identifying users who prefer phone • Predicting answers based on location • Offering chat advice for users who need assistance
  8. 8. Vitality Example
  9. 9. Question 1
  10. 10. Question 1
  11. 11. Demo
  12. 12. Form Optimisation report in Qubit’s Decipher Length of time spent in each field shows problem fields Steep curve = worst performing form Watch out for ‘cliffs’ Shows conversion rate - notice Form C is the worst performing
  13. 13. Can see how mobile is performing. We can drill down on any data set the Visitor Cloud collects: Referrer type, browser, location, and more. The red dot shows conversion rate, and the blue line shows conversion volume Field 1 is a problem - can we move this to later in the form fill process to reduce dropoff?
  14. 14. What next? Optimise the problem areas. Once we have this data and can see the problem areas of the site, we can use Qubit Deliver to actually modify the form and optimise the experience. We can test the whole process to ensure we continually improve the process for the users based on real time data.
  15. 15. Want to learn more about what you heard today? Get in touch at