Shopping Cart Conversion - FormAlive Analytics

10 Tips to Reduce Form Abandonment

John Shum., Web Usability Consultant
FormAlive, Inc. john@formalive.com

A clear message of your call-to-action. A user wants something from your organization, and you would like to serve them. With a clear call to action, and an integrated incentive, you can increase conversion, and clarify expectations. "More Info" doesn't cut it these days, and a form stands as a roadblock to a vague deliverable.
Logical Thought Flow. When managing lengthy forms, the user's thought process and flow of information must be smooth. You should keep related questions grouped together, and divide different thoughts up using transitions, typically a graphical design element.
Tab Index. Most users use the tab key to navigate fields. Often times, the tab order can be disrupted or changed so the first field might jump to the middle of the form. A last minute change in field placement may cause an oversight in testing.
Keep the form above the fold. Users do not like scrolling, and more so, scrolling down to see more fields.
Progress Bar. This lets the user know how far they are in the process. Everyone likes an expectation set, although it doesn't always mean 1-2-3. If your form is 5 pages long, a simple graphical bar may alleviate the stress of reading a higher number count. Subtle hints can make a big difference.
Proper Validation. Fields are often validated using client-side Javascript as well as server-side. The alert message that appears should be as descriptive as possible.
Auto-Tabbed Fields. Phone number fields can be a cumbersome, but an auto cursor script can be added to bring the cursor from the area code to the next field, as soon as the first 3 numbers are entered. Though this seems like a small improvement, seconds count in promoting a great experience.
Distractions. Filling out a form takes concentration, and though it may seem like a small ad placement offers incentive, it often distracts from filling out the form. You may also want to consider remove all non-essential links from the page, including the full masthead menu bar.
Submit Button. The submit button is usually scanned subconsciously, and supplements the overall call to action. The button should never say "Submit" but should illustrate supporting incentive such as "Start Saving" or can be subtlety inviting such as a simple "Next"
Field Abandonment. It is imperative that you understand where users are abandoning the page, just as it is to know what pages users are navigating within your site. Try FormAlive to begin seeing results in just a few minutes.

For a consultation on leveraging lead form conversion, contact: john@formalive.com