The forms on a web page can have different business objectives: To obtain subscriptions, user data, loyalty with content. Therefore, factors such as design, location, writing, number of fields to fill out or the correct formulation of the call to the Action play a crucial role. We give you the keys to have the success you expect with There is no doubt that the more careful and better structured you are, the greater the chances of capturing user data. We give you some keys to make a good web form.

1. Locate the Web Form at the Top

It is desirable that forms be located at the top or top right of any website, landing page or pop-up. In this way, when located following the natural tendency of reading, it is easier for users to see it at a first glance without the need to navigate the page.

2. Be Brief and Concise

A good web form should have a striking headline and a short description where it is clear what we offer. Remember that when we surf the Internet, we only invest a few seconds to judge whether or not we close a tab, so be clear and direct in your messages.

You can make use of multimedia content such as images, GIFs or short videos showing the reasons for filling out the form. The visual is understood in a more agile way than the text and, in addition, generates empathy and enhances the memory.

3. Offer Something in Return

If you think that a user is going to leave your data in exchange for nothing, it is that you have not yet read our post on how to create a good landing page. Nobody would fill out a form without expecting anything in return, so it is important to clarify what is the benefit that the user will get. More information, a free trial, the download of content of interest. The higher the value of what you offer, the more information you can ask for in return.

4. Ask only for Essential Information

Less is more. Statistically a form with up to 3 fields to fill has a 25% probability of conversion, while if you have 5 fields this probability is 20%.

Asking to fill in an excessive number of fields can make you lose contacts. The user is reluctant to say who he is and how to contact him. When in doubt, it requires only the essential fields to contact later: The name (do not make a second field for the last names) and the email. You will have time to request more information in future communications, such as sending documents such as success stories or product samples.

However, the number of fields also depends largely on the needs and typology of each business. A form to evaluate the quality of customer service is not the same as a request for more information.

In B2B areas it is usually common to ask for more data, especially the person’s position, the name of the company or the number of employees, since products or services are offered for professionals.

5. Take care of the CTA

The call to action or call to action (CTA) must include a striking word, verb, or phrase that prompts action and makes it clear what will happen after clicking it. The most common is that the CTA is the classic “Send”, but the ideal is to adapt it to the typology of each form, continuing with the communication style of your brand.

6. The Privacy Policy

It includes a field where the user must expressly accept the data protection policy. With a small box where “checking” is sufficient. It must contain a link to read how the information will be processed and contact for the removal or modification of your information. There are many free tools for creating forms such as Google Forms that you can use very easily.

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