A graph chart on an easel.

Web forms are a common, effective, and highly beneficial feature that brands and businesses use to connect with prospects, and on Monday we discussed three specific types of web forms that generate conversions for SMBs in any industry or market.

Most web forms are placed strategically within a conversion funnel or lead generation process, eliciting engagements and conversions from interested prospects and visitors. But have you ever visited a site, become interested in the brand’s product or service, but then found the web form to be unintuitive, unsecure, or just uninviting?

Your website, landing page, digital marketing campaign, or other lead generation process can be highly strategic, creative, and effective, but if the web form isn’t intelligent, intuitive, and convenient for the user, they may stop there.

Providing your visitor with a stellar experience when using your web form is vital to your conversion process. Here are three ways to enhance your web forms.

Use conditional logic for a smarter experience.

Have you ever used a web form on a site that provided (or removed) various fields based on specific information you provided? Perhaps you indicated that you were interested in a certain product or service, and additional questions populated to help determine the best option for you. 

These types of dynamic, intelligent forms rely on a process called conditional logic, which allows you to:

  • Show and/or hide specific fields
  • Provide and/or remove payment options
  • Display custom text or values based on selections
  • Offer a subscription or hide this option for users who have already subscribed
  • Display a specific discount or offer to users who qualify

And several other options that can streamline your user’s experience while enabling you to collect the most relevant and valuable information possible. 

Conditional logic allows you to provide your visitors with smart, efficient, and effective web forms that are current and engaging, generating valuable conversions for you and your business.

Protect your site with reCAPTCHA.

Another way to enhance your web forms is by implementing reCAPTCHA for security and scam/abuse prevention.

reCAPTCHA is a type of CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart) that is easy for real site users (humans) while protecting the web form from bots and other malicious software. This secures and protects your website from spam, malicious activity, and abusive traffic without restricting or inconveniencing your real human visitors.

Google’s reCAPTCHA service uses an advanced risk analysis engine to create and improve adaptive challenges and tests that deter and block automated software while letting your valid users continue easily.

Assure your users with a privacy policy.

A third and vital way to enhance your web forms for your users is by publishing your privacy policy to your site and providing your web form users with convenient access to it. The process of implementing a privacy policy is fairly simple…

  1. Write a clear, concise privacy policy that covers the important bases (without frill, fluff, or too-good-to-be-true statements)
  2. Consult with your legal team or representative to ensure that your privacy policy protects both you and your user without omission or unnecessary guarantees.
  3. Place your privacy policy on a designated page of your website.
  4. Place a link to your privacy policy page somewhere on your site that is easily accessible on every page for any user (most websites place their privacy policy in the footer menu)
  5. Place a link to your privacy policy below or beside any and all web forms for quick access for users engaging with that form

A transparent privacy policy (and your value of your users’ privacy) helps build your users’ trust in you. Transparency and trustworthiness are vital goals of any SMB, regardless of whether or not those assets directly influence conversion rates—increased conversions is just an awesome added benefit.

Valuing your users’ privacy and maintaining a genuine level of transparency allows your prospects to trust you, and this trust is vital to your entire operation. We highly suggest including a privacy statement on your site even if you don’t intend on collecting user information, but if you are using one or several web forms on your site, a privacy policy is essential for your UI/UX and your relationship with your prospects and clients.

Let’s discuss how we can enhance your web forms.

If you’re interested in enhancing your web forms for a better user experience and for more valuable conversions, contact us today. Our team will discuss what web forms you are currently using or should be using, and how we can implement these three key features (and other strategies) to provide an optimal form experience for your visitors.