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  • Creating E-Commerce Forms That Encourage Conversion

    Online forms are a necessary evil for most shoppers. As a business, you know that the information on that form is vital if you’re going to get orders right and keep customers happy.

    Online forms are a necessary evil for most shoppers. As a business, you know that the information on that form is vital if you’re going to get orders right and keep customers happy.

    From the customer’s perspective, completing a form can seem like a huge waste of time, especially when the form is long and cumbersome. One way you can keep those customers happy and increase your online conversion rate is to make filling out the form easier.

    ●      Reduce the number of fields

    I know all those fields provide valuable information. But think about it from the customer’s point of view. Do you really need to know how many times he’s purchased running shoes in the past year? Or are you just trying to build a nice fat database to help out your marketing efforts? From the customer’s point of view, the shorter the form, the better. And that means that in the long run, it’s better for your online conversion rate, since a happy customer is a converting customer.

    ●      Keep the length manageable

    Ideally, your form should fit onto one page without scrolling. If that’s not possible, at least give customers an idea of how much farther they have to go with a progress bar.

    ●      Provide reassurances throughout the process

    For instance, at the beginning of the form, include a link to your privacy policy. Add security symbols near the fields for credit card information and include a note that reassures people their information won’t be shared with third parties. You can also add encouraging text near “continue” buttons that says “You’re almost finished!” or “You’re only seconds away from your new widget!”

    ●      Increase font size

    There’s nothing more frustrating than squinting to read the teeny, tiny text on a form that stands between you and your new gadget. Make both text and fields large enough to be read easily, even by people who have been staring at a computer all day.

    ●      Place form labels strategically

    Studies show that people can fill out forms more quickly when the labels appear above the fields rather than to the side. The eye can scan the flow of the page more quickly, speeding up the whole process rather than tracking from side to side. And remember, anything that shortens the process can improve your online conversion rate.

    A high online conversion rate results from making your webpage as easy, clear, and accessible as possible. By tweaking your forms to make them more user friendly, you can encourage more completions and more conversions, resulting in more satisfied customers.

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    About the Author:

    Marty Diamond is a co-owner of DiamondWebsiteConversion.com.  Learn how your small business can get more leads or sales from your existing website traffic. Get a free idea for increasing the conversion rate of your online business from Diamond Website Conversion, today .

    Filed Under: Tech/E-Commerce

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    About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.

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