Increase your conversion rate by using Multi-step forms

Increase your conversion rate by using Multi-step forms

In another post, we were writing about forms in AMP as an excellent way to increase your conversion rate in a form. Now we are talking about Multi-step forms. From time to time you want to ask your users for many data across your forms. But, of course, they can feel overwhelmed when they see a long form to be completed and run the other direction.

You don’t want to reject the chance to get the info you need, but you don’t want them to run away. What can you do then? Multi-step forms are the key. If you want to create professional, smart forms, try the smart forms at Arengu. You’ll love them as much as we do, and you will get a substantial amount of leads. Hereon you can find the advantages of the multi-step forms when it’s about increasing your conversion rate.

Single step longer form vs. Multi-step form

As mentioned before, depending on the type and the quantity of information you want to ask for, you should choose accordingly. In general terms, multiple step forms present higher conversions. This way, multi-step forms usually produce more leads. Lead quality doesn’t often show any difference between them. Of course, take into account that these are general statements. If in doubt, you can always test your form by using A/B tests and see which option is better for you.

Why multi-step forms convert that much?

Do you remember the rule everybody has mentioned at least once in one’s lifetime: Less is more? There can be many fields where you can’t apply it, but it’s definitely right when it’s about forms.

They reduce the psychological friction: Users can answer many questions across the multi-step forms, but they won’t feel overwhelmed compared to the feeling of completing a single step long one.

As they have a progress bar, users feel like completing the form. It seems like a task to complete. And our brain is not comfortable with unfinished works. So that’s why they feel committed to filling since the very first moment. Would you like to ask for specific personal details, e.g., e-mail address? Use the final step to do so. Users are more willing to do it in the final stages as they have already filled out the previous ones.

They help you to be different from the competition: Imagine looking for a specific product or service and having to complete thousands of the very same single form on each site. Wouldn’t you feel overwhelmed? This is exactly how your users can feel when they see the same single-step form everywhere. Providing them with a multi-step form, you are already differentiating your business from competition and planting the first trust seeds.

Users feel multi-step forms faster: Even if they ask for the same info as single-step forms, users think this progress is faster than completing many fields in a single-step form. Their impression is that the solution to their problem will come quicker.

They will be more willing to hear what you want to communicate: by filling out your form, they are showing their interest. So when you contact clients and possible clients, the chances of being heard increases. Take into account that right now they think you have the helpful information they need. So they won’t let it go. This works even better if you add explicit messages of these kinds of actions on the last step of the form, e.g. ‘we’re working on your quotation, how can we send it to you?’. This way, they will feel keen to give this information to you, and they will be expecting your e-mail or your call.

How can I make sure conversions across my multi-step form?

Of course, the main objective of your form is generating leads and conversions. This is not always an easy task, but taking into account the following suggestions, you’ll have more possibilities to get them.

  1. Low friction questions first: This is the best way to start your multi-step forms. Asking an attractive question like ‘what’s your goal?’ will make them feel like fulfilling the form. The answers they’ll give you can also be useful when finding the potential customers and their opinions.
  2. Highlight the progress: As they are filling out the form, highlight the progress they’ve made. This way, you are increasing the feeling of the ‘task to complete,’ and they will feel committed till the end. A good idea might be specifying the percentage of a form that is already complete with the progress bar, e.g., 15 % complete after completing the first step.
  3. Ask more than one question per step: It’s better to get the most of each step providing two or three questions than to display thousands of steps with only one question. The progress feels faster, and the form appears less overwhelming this way.
  4. Conditional logic: This is a must in multi-step forms. They enable you to ask a specific question considering the answer to the previous ones. This is a good idea to avoid asking people questions related to issues they won’t provide. For instance, if the user answered that they don’t have a dog, conditional logic wouldn’t ask any question related to owning a dog. Asking questions that are not associated with the user might retract them from answering. Conditional logic also transfers the feeling of having a conversation thanks to its automatic customization. Get the most of this tool by customizing the thank you messages according to the user’s answers in multi-step forms.
  5. Always indicate the current step: It is imperative to make clear the stage the user is on and how many steps are left to complete the multi-step form. In these kinds of forms, the progress bar is your great ally. They help to indicate their progress. This way, users know exactly how much effort and time they have to invest to complete the form. Of course, you can choose your favorite one to make it clear: A traditional progress bar, a message like ‘you’re on step 2/4’ or the percentage, e.g., ‘X % complete.’
  6. Don’t forget to provide immediate value: You must offer it upon submitting the form. You need to convince users to fill out your form. You must give them a reward in exchange. Of course, it can be an actual present, a discount, an exclusive promotion or an invitation to participate in a special raffle, a free information pack, a free trial of your services, and so on.
  7. Display the right fields: Imagine you’re asked for filling out a form of only 3 fields: Name, E-mail address, and Phone Number. Do you think they will answer anything interesting having only these three simple data when you are looking for something specific? Exactly! Everybody knows that these three simple fields can’t give anything interesting in exchange. You definitely need more context to be truly helpful. For instance, if the goal of your form is arranging a quotation. How could you know without essential data, e.g., the specific project, the hours you will need to complete it, and so on? Asking for these three fields with no more information seems like an incentive to keep the relation ignited forever.
  8. Ask advantageous questions for both: Think about what kind of information you need and what type of information your users might be willing to share. There can be some issues that you expect to be common in forms that users don’t like. One of them is, for instance, the phone number. Many users abandon a form when they ask for their phone number. The case is even more severe if this field is mandatory. As a user, why do you think that a company wants your phone number? Exactly! To call you forever trying to sell you something. You don’t want this, so you prefer to run away and forget everything about this form. Of course, you don’t want your users to feel this way, do you? So be careful with these type of questions. Ask them things they might be willing to answer. It’s even better whether these questions are beneficial to them. For example, if you want to find the best option for your next trip, you will probably be happy to introduce the dates when you want to travel, as they are essential to look for the info you want. But your feeling might not be the same if they ask for your phone number.
  9. Don’t forget the price: Users want to know the costs of the products they want to acquire. Many times landing pages don’t show them, and they are difficult to find. It can even appear a CTA stating: ‘Ask us.’ Users don’t want to waste their time, so most of the times they just abandon the landing page. Showcasing your price can mean a huge difference in conversion rates.

The ideal structure of your multi-step form

There are no magic tricks to acquire a 100 % conversion rate of any landing page or form. But there are many tricks to increase this rate. One of them is the structure of your form, the way you ask questions and when.

Questions related to your products or services: This must be your first step. When you ask for this kind of information, typically, your users’ do not feel threatened. They don’t feel like you want to sell them anything.

So it’s easy for them to join the form and convert. Of course, this question can be related to your products and services or just be something more general, e.g., their zip code or how you price things. Whether your user completes the zip code field, you can offer them a special discount. This way, they might believe this kind of discount is exclusive to them and the people who share the very same zip code.

More specific questions: In these following steps you should ask for more specific questions, e.g., the type of product, the quantity they need or the number of hours they need for the particular service they want to hire.

Ask for their contact details: The last step is perfect to ask for the personal information. Inform that you need this kind of data to complete the form and send them a copy. Relevant fields in this step might be the name, the e-mail address, and the phone number.

Your Smart Forms with Arengu

What about choosing a form that could consider all these issues for you? What if we can create a form that increases your conversion rate efficiently? Would you try it right now or would you keep on waiting for the numbers to grow on their own? Don’t wait any longer!

Smart Forms are the answer. In Arengu we help your business to create the best forms to generate leads and convert. Are you ready to generate more leads, enrich your data and automate your workflows with the Arengu smart forms! Try them now!


Jacobo Vidal

Co-Founder @ Arengu. Data & Technology geek. Curious about everything.

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