Thank you page is the ultimate goal of landing pages. In order to get there the user needs to get through many firewalls i.e. web forms.
It almost sounds like a combat… How can we make it easier for the user and convert the firewall into a magnetic welcome gate?
Let’s start with creating good web forms. They are not supposed to throw confetti at users. Their main goal is to be simple and tailored to the user’s habits. Below are some of the examples of high-converting web forms from top SaaS and retail companies. Designers should close their eyes as they probably would’t win the Awwwards or Red Dot, but still… they convert.
Content is no longer a nice thing to have. It’s got a direct effect on conversions and thus, it needs to be served with good copy and user-centered design. Copy Hackers not only consult on writing copy that converts but also practice it on their website. Look at this 2-step download web form. It’s simple and persuasive. The highlighted words are: “free”, “yes” and “send me the free guide” and the second option is “No, I reject the persuasion guide”. NLP specialists could feast upon this one. Did I download the ebook? Sure, I did!
Unbounce produces a great deal of quality content and runs lots of A/B tests in order to define the most converting versions. It’s interesting to observe how landing pages change in time in order to seek for the optimized solution. Below is a download page from 2012 and 2015. How do they differ? After running A/B tests Unbounce realized that 2 web form fields convert better than one. They also started giving freebies. The more recent copy is focused on benefits for the user and presents them in bullet points.
Sign up forms
Amazon keeps its archaic look because Amazon’s UX designers and researchers know their audience really well. They know that their users are used to certain phrases and layout and changing them might make them feel uncomfortable and discourage from buying.
Asos on the other hand, is a platform with young audience and heavy social media users. That’s why Asos facilitated the sign up process by giving the sign up through social media option. Email is on the last position on their sign up form.
Web forms are all about knowing your audience and giving them what they need and expect.