To achieve the set goal and create a successful online communication tool, it's crucial to consider factors such as the usability of the main form, visual design, functionality, user-friendly interface, and more. It might seem a bit complex.
After reading this article, you'll learn the key features of the best contact forms and know what to consider when creating input fields. You'll be able to build a complete communication channel with your customers and increase your company's profit.
Reasons for Creating a Contact Form
What tasks does a contact form solve?
- Gathering user contact information. This is the first and most obvious role of forms: you can collect your customers' contact details. And it doesn't need explaining how to use this data to boost your profits.
- Staying in touch with your audience. Using a contact form, you can communicate with your leads and get feedback from them, which gives you a real opportunity to better address their needs.
- Call to action. All contact forms have a clear and specific call to action. This action is a beneficial process for both parties. Your customer gets a good reward (e.g., a discount on online purchases or participation in a prize draw), and you, as the source owner, receive their contact information.
Types of Contact Forms
Contact forms can have different formats and serve different purposes. In addition, each type has its own unique features, including the number or background color.
Let's take a closer look at the topic.
Registration Forms
Usually located in the header of the site, this is often where visitors start using the application.
It's best to separate registration and authorization forms; otherwise, it can confuse the user.
Authorization Forms
As mentioned earlier, these two types of contact forms should be separate because registration and authorization are similar but not identical processes. We discussed the first option above; now let's talk about authorization.
Therefore, the form in question should only include 2 fields: "email" (or username) and "password". You can also provide the option to authorize via social networks.
Request a Call Back Form
Your site visitor might be too lazy to ask questions themselves and instead want you to call them. Don't miss the opportunity to convert a potential customer into a real one.
Of course, you shouldn't show the input fields immediately (why clutter the site with unnecessary details?). Display the form after the user clicks the relevant button (as shown in the image below).
Consultancy Forms
Sometimes a user gets a little lost and can't find the information they need on the site. In this situation, a consultation form comes to the rescue. Keep it concise regarding the number of fields: just the user's name and email (or phone number) are sufficient.
But if you don't want to create a contact form, replace it with a chatbot or an online consultant (in the latter case, you'll need to hire employees who must be online 24/7).
Ordering Services or Goods
Obviously, the order form should be displayed on pages such as:
- Once the user has made their choice, the product order form is best displayed on the shopping cart page. Plus, it's better to have two forms: for registered and unregistered users.
- The second version of the order form should be placed after the description of the required work, expected results, and provided prices on the service page.
To ensure the usability of contact forms (meaning ordering), specify the following sections:
1- Order details:
- Type of service and execution date (e.g., booking an appointment at a beauty salon);
- Type, specifications, and quantity of goods ordered
2- Order cost;
3- Customer name;
4- Phone number;
5- Delivery address (if ordering a product);
6- Email (optional field for copying order information to the customer).
7- Comments (the customer may want to provide some clarification).
Newsletter Subscription
This form offers a fantastic opportunity to keep users updated on your company news. We recommend placing it on the main page.
In the subscription form, only the "email" field is required (naturally!): generally, that's enough.
Other options include payment forms, booking forms, and many more.
Components of Effective Contact Forms
The usability of the main form implies the presence of the following components:
1- Structure. We're talking about the form's layout and things like the order of fields and logical connections between them.
2- Input Fields. Key input field elements may include:
- Text input fields with containers (i.e., a virtual text input area);
- Password fields (usually styled with asterisks);
- Checkboxes, dropdowns, radio buttons;
- Any other field for entering user data.
3- Field Labels. They explain to the customer what a particular input field means.
4- Call-to-Action Buttons. We've already mentioned them and will discuss them further below.
5- Feedback. This informs the user about the result of filling out the form (whether it was successful).
6- Icons (icon) accompany fields and add visual appeal. You might think contact forms don't need icons, but in fact, no one should neglect icons. Here are some interesting examples:
- An icon symbolizing the field type.
- A clear icon: designed to clear the text (if the user made a mistake while typing);
- An eye icon; password fields actively use these icons
- A voice input icon, telling the site visitor they can use voice typing.
Now we'll figure out how to design a user-friendly form.
Rules for the Best Contact Forms
Ready to learn the secrets of well-designed contact forms? Good, then carefully read what you need to do to get the desired result.
Prioritize a Single-Column Layout
We'll start by discussing one of the main features of contact forms: their structure. Which layout should you choose, multi-column or single-column? Let's compare them!
Multi-Column Form Layout
The first layout option seems more visually appealing, and many site owners prefer it when building a contact form. Alas, this strategy, despite its attractiveness, is incorrect.
After testing multi-column forms, many research companies have concluded that such an approach confuses users. There are several reasons to explain customer irritation:
- Poor readability of multi-column layouts. The user's gaze jumps from column to column, making readability difficult.
- Confusion. The user starts to doubt which field to fill in first, whether it's important or not.
- Overwhelm. When there are two or more columns, a site visitor may get the feeling that it takes a lot of effort to do what you're asking them to do.
As a result, the user gets annoyed and avoids filling out your contact form.
Single-Column Form Layout
Forms with multi-column layouts, as will be explained below, cause you to lose users. But what about the single-column format? What factors make it so effective and, therefore, impact the usability of contact forms?
Let's list them:
- Good readability of the contact form;
- Concise and modern design;
- Superior field usability
Use a Clear Header
The main task of the header is to make the contact form understandable for the user, conveying its purpose in just a few words. It's very important to avoid incomprehensible phrases and complex sentences. The ideal option is for the site visitor to glance at the header and get an idea of what they'll be doing when filling out the form.
However, sometimes a header isn't enough, and then adding an informative description is useful to further motivate users and encourage them to perform a few simple actions.
Minimize the Number of Fields
It's time to discuss another good point related to web form design for usability. This concerns minimizing the number of fields.
A large number of fields discourages users due to:
- Overwork. We're too lazy to fill in many fields.
- Privacy concerns. Users are reluctant to provide excessive information about themselves.
- Time factor. Filling in extra fields takes time.
Here are some recommendations to help solve these problems in form design:
- Only use those fields that are vital to your business: name, email address, and the message itself.
- Avoid duplicating requested information (e.g., "email" and "confirm email").
- Don't abuse the request for personal data, including phone number, address, and company name. If these fields are nevertheless present, inform the user about the protection of their personal information.
A Sensible Approach to Field Labels
Each field should be accompanied by a description (a so-called label). Moreover, it's better for these labels to be placed above each field and aligned to the left or right. This technology is called eye tracking, as it helps your user scan the contact form in an easier way (precisely, this is about increasing form field usability).
If you want to make a contact form more compact, you can place the labels inside the fields, left-aligned or right-aligned (i.e., they act as placeholders).
Meaningful Call-to-Action Button Labels
Drop phrases like "OK", "Submit", "Continue", "Done". They don't tell the user anything specific. A call to action should:
- Match the content of the form;
- Show what the user will receive after clicking the button.
So, instead of "OK", write "Get Your Discount", "Sign Up", etc.
Appropriate Field Sizes
Focusing on form field design, don't forget about their appropriate size.
Everything seems clear here; however, some developers neglect this rule, which is a mistake.
Let's say, if you ask the user to enter their last name, make sure the input field can accommodate it (sometimes our last names consist of many letters and are therefore long).
Use Custom Input Types
Users love variety: it makes the process of filling out forms less tedious and more fun.
But what does variety mean when designing a great contact form? It means you don't have to limit yourself to simple text fields or other standard input types.
Data input examples:
- Various radio buttons (e.g., if the user needs to indicate their gender or age group);
- Dropdown and list menus with answer options.
- And so on, just use your imagination!
However, avoid very long dropdown menus. A large number of possible options in your list makes it difficult to find the necessary information, which can encourage the visitor to leave the page.
Remember to Highlight Input Fields
Simply put, highlight the field the user is currently filling in with some color (except red).
