‣ What is the problem with forms?

‣ Best practices vs. Form optimisation?

‣ Vitality example

‣ Demo

‣ Q&A

Jon Patterson

Senior BDM Qubit

Matt Aston

Head of Digital Sales Vitality

Agenda

Form Optimisation Webinar

Qubit are a global leader in digital CX management

73

Net Promoter Score

95

Client retention rate

260

YOY growth in sales

160

31 170

Enterprise clients

31 of the top 100 Internet retailers

Employees globally

%

%

+Enterprise clients

Operations

Qubit is a global leader in digital optimisation

Global

• Segmentation

• Analytics

• Personalisation

• Testing

Why are forms such a problem?

Effort / Data

Reward / Value

People are on your website for a reason. They are shopping for a service or a quote or a product and they often want to

convert. People are willing to put effort in to get the reward of a quote, product or service.

Forms are a simple value exchange. If the user doesn’t understand the bottom arrow, or they think the top arrow

outweighs the bottom, that could be a fundamental reason why they are dropping off.

Some questions to ask about your forms

1) Are you asking for more data than you need?

2) Does the user understand why you need the data?

3) Do they know the effort required to complete the form?

4) Is there anyway to reduce the customer effort required?

5) Have you sold the value/reward of completing the form?

Form Best Practice V Form Optimisation

Best Practices Data-driven Form Optimisation

• In form field • Educating users why data is

needed • Progress bars • Saving personal details via login • Postcode address finder • Ability to save and return later • Consistent & structured date

formats • Only asking for what is

necessary

• Forms that change dependent on device

• Optimised field ordering • Field selection based on referrer

type • Identifying users who prefer

phone • Predicting answers based on

location • Offering chat advice for users

who need assistance

Vitality Example

Question 1

Question 1

Demo

Form Optimisation report in Qubit’s Decipher

Length of time spent in each field shows

problem fields

Steep curve = worst performing form

Watch out for ‘cliffs’

Shows conversion rate - notice Form C is the

worst performing

Can see how mobile is

performing. We can drill down on any data set the

Visitor Cloud collects: Referrer

type, browser, location, and

more.

The red dot shows conversion rate, and the blue line shows conversion

volume

Field 1 is a problem - can we move this to later

in the form fill process to reduce

dropoff?

What next? Optimise the problem areas.

Once we have this data and can see the problem areas of the site, we can

use Qubit Deliver to actually modify the form

and optimise the experience. We can test

the whole process to ensure we continually

improve the process for the users based on real time

data.

Want to learn more about what you heard today? Get in touch at

form-optimisation@qubit.com