With spring looking like it might finally stick around, no doubt you’re already thinking ahead to your open days. And no open day is complete without a smash hit form to capture that all important data you’ll need to nurture your prospects through to enrolment. Luckily for you, we’ve prised some top tips from Conversion Strategist, Alex.
Firstly, is the form relevant to your intended user? Are you asking the right questions, at the right time, to the right people?
Think about where your form users will be in their journey, in the case of signing up for an open day they may have only seen one of your ads. So, if your current form is asking them for their mother’s maiden name – you’ve built the wrong form.
Start by getting the essential details. For open days this may only be name and email. With these basic pieces of data, as well as being able to send them all the relevant details about your open day, you’ll still be able to nurture them with great, content-led, emails further down the line. And those that are still engaging with your emails post-open day? You’ll be able to send them forms, teasing out more details to enrich your data.
Make sure the form is resonating with its intended audience. Have you made it clear that it’s for your upcoming open day, and by completing it will users get what they want (automated emails with all the open day details they will need)?
Resonance is vital. Without the form being relevant to the user, there is very little likelihood that your intended audience will take the desired action. And make sure there is an incentive too – what benefit will users get from signing up to your open day via this particular form?
If your form is taking too long to load, you’re going to quickly lose a lot of potential open day sign-ups.
Not only should your forms be technically mobile responsive, are they practically responsive too? If you’re struggling to fill out the form with your thumbs on a mobile, you might need to rethink the design.
Make sure your forms are clever too.
If you do want to gather more data than the basics, avoid just asking for it up-front. For really clever forms you can use conditional-logic to make your forms dynamic and changeable for the individual that’s completing it.
The worst thing you can do is present someone with a seemingly endless list of questions, some of which may not even apply to them. Instead, you should use form logic to react to their previous answers with new relevant questions.
Want more top tips to ensure your open day forms are in tip-top shape? Get in touch with our conversion experts.