Tag Archives: visitors

Getting the Most Out of Forms

When we converted to Forms 2.0 this weekend, we noticed a few best practices we thought worth sharing.

The best way to generate responses to your forms has to do with placement of the form. Sites that placed a link to their form and/or the actual form fields “above the fold” generated significantly higher response rates than those that required scrolling.

A recurring design issue we saw was that many mobile sites seemed to follow their website too closely, by including text on the forms page, above the actual data capture fields. Although this works fine on the website where you can view both text and data fields on the same screen (no scrolling) this doesn’t work well on the small screen where even just a few sentences requires visitors to scroll one or more times to get to the actual data capture fields.

If this sounds like your site, we recommend moving the sign-up right to the top of whatever page it appears, and placing descriptive copy below the data capture fields.

ferrari

Another simple solution is to place just a link above the form fields (e.g. “Rules” or “Contest Details”) that sends users to a separate mobile page in case they do want to read more before entering information.  (If you do this, don’t forget to link back to your form from this page!)

Our final recommendation is to nest the form under a Page Title element that makes it easy for visitors to jump directly to the form.

Wondering how other mobile sites are using Forms? Here are some of the different ways we saw forms being used across our network:

  • Case of the Day: Medical case studies, followed by a multiple choice question. Visitors can visit the mobile site the next day to read the answer to the medical case.
  • Sponsor surveys: sponsors pick 3-5 questions they want from the publisher’s mobile readers
  • Ticket requests for events
  • Event, conference, & contest registration requests
  • Email & newsletter sign-ups