The Input form is an essential element of our web application and is widely used to gather key information to build personalized features for the user. And in many cases, it represents the key engagement driver for our conversion points.
Build engaging forms that drive conversion.
Most of the times web forms are completed by users without any human guidance. So, it is essential we are communicating our personality and being relatable. Thus making the process more enjoyable and human. With our most recent form, we have approached the language to be more colloquial with the effort of making it more of a conversation style with a financial advisor. We have presented the form with a chart background to make it more contextual and demonstrate how the form data affects the chart.
Our next level would be to add some quirkiness and make it more fun. Turbotax seems to do this quite well with a very casual style for form labels and every user input evoking a quirky/fun response 🙂 For example, check out the responses in gray text below each input in the following screenshot.
In general, people want to interact with elements that feel alive and look familiar. The key to make the form alive is by providing instant feedback as user interacts with the form. And we have achieved this in most recent effort by illustrating how each component of the end-feature is built as the user progresses through the form. With this, the user should be able to relate how the inputs they have provided have helped us build the feature rather than overwhelm the user with asking bunch of inputs and present the feature at the end. This should also educate user as to what they need to adjust to have the desired effect on the end goal.
Other forms of interaction that we have used is providing context based helpful hints and tips, smart defaults, avoid unnecessary inputs and minimizing number of inputs by deriving them based on provided data and instant validations. Using appropriate input controls also helps a long way to make the form more interactive. For eg: using a slider for how much you save input vs using a text input for retirement age.
Take a look at this short video to see how these all come together.
Personal Capital is uniquely positioned to suggest values for most of the financial data based on financial accounts that a user has aggregated with, thus making it one less entry for user, but more importantly, one less mental calculation that user needs to perform. Instead we use data science to more accurately calculate these values. This will be discussed at length in a different post.
Break up the forms
Last year, we ran a A/B test with a long form vs short form variation. The long form had all the inputs up front and had a chart that would update based on the provided inputs. The short form grouped inputs into smaller set (2-4 questions in one set) and presented as a sequence of steps and at the end of each step updated the chart as an instant feedback to the user inputs.
The results of the test were that the long form was more engaging and the short form converted better. We have learned that breaking up forms into bite-sized chunks and building a sense that user is completing steps and working towards the end goal is better for conversion and drives users to the next level.
So, when we built our most recent feature, we used these findings to build two different experiences for a first time user and an engaged user. For users coming to the feature for the first time, we take them through a short form variation while an engaged (returning) user would see the long form.
This has proved very successful for us in building a complex feature that requires a fair amount of data and present it in a way that is engaging, interactive and provides a path to completion towards the end goal.