What’s the perfect online response form?
In the olden days we direct marketers took a great deal of care over response forms. We knew that if they weren’t good enough, response would suffer. Online response forms are seldom up to much – it seems to be a lost art. So here’s how to create the perfect online enquiry form:
- keep it as short, sweet and simple as possible. The easier and more intuitive your form, the more people will use it
- don’t bother with red stars for ‘required’ information. If you don’t really need the data, don’t ask for it
- use plain English – there’s no need to resort to legalese or gobbledegook just because it’s a form
- always ask where people found your site so you can feed the info back into your marketing plans. A drop down list with an ‘other’ freeform option is ideal
- if you’re offering a call-back, provide a choice of times to phone so people can plan their day properly and you have the best chance of reaching them
