Forms are one of the biggest frustrations along the customer journey. Learn how to analyse your forms to determine the problem areas, and then optimise the experience to drive conversion. Rather than applying best practices across the entire form, this approach is data-driven whereby you can pinpoint a specific field or a specific device or location that is causing the issue and fix the problem directly.

1. ‣ 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

2. Form Optimisation Webinar

3. 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

4. Qubit is a global leader
in digital optimisation
Global
• Segmentation
• Analytics
• Personalisation
• Testing

5. 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.

6. 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?

7. 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

8. Vitality Example

10. Question 1

11. Question 1

12. Demo

13. 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

14. 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?

15. 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.

16. Want to learn more about what
you heard today? Get in touch at
form-optimisation@qubit.com