Given that we are all consumers, it is reasonable to assume that we have all had to fill out a form or two when making a purchase. Most people regard this process as a chore that must be completed in order to obtain what they desire. As a result, if people are on the fence about purchasing something, presenting them with a form before allowing them to purchase will most likely cause them to abandon the purchase entirely. This also applies to people looking for moving services. But what if we told you it didn’t have to be that way? There are ways to make your forms much more appealing so that they do not turn away any potential customers. If your moving business is struggling with this issue, we are here to offer a few tips for preventing quote form abandonment.
What factors contribute to form abandonment?
Form abandonment is typically caused by several factors. They do, however, differ from one business to the next. It also depends on the form’s intended purpose. That being said, regardless of the type of business you run or the purpose of your form, some elements will almost always cause people to abandon it. These are the elements:
- An overwhelming among of questions
- Not enough substantive questions
- Not enough basic question
- Issues with validation that require filling the form again
In almost all cases, these issues will cause prospective customers to abandon your form. Whether it’s a lead-generating form or a quote form, it doesn’t matter.
1. Examine the abandoned quote forms
As with all the other brand development strategies for movers, the more information you have the more successful you’re going to be. As a result, the first step in preventing quote form abandonment is to analyze all of the abandoned forms. You must carefully examine the forms in order to determine when people are abandoning them. You’ll be able to map out a pattern if you have a large enough sample size. This will be extremely beneficial in determining how to change and improve your form.
However, if you don’t know how to analyze this data or simply don’t want to bother with it, fortunately, form tracking software can assist you. In fact, we believe that form tracking software should be a part of any suite of moving industry software. That being said, while form tracking software will not tell you exactly why someone abandoned the form, it will tell you where they did it, and it will follow it up with appropriate statistics. This is going to take a lot of guesswork out of the equation and make the whole process easier for you
2. Use A/B testing
Using A/B testing for your form is one of the most effective strategies for preventing quote form abandonment and gain new clients. You can rapidly determine what works and what doesn’t in your forms by employing simple A/B testing. This will help you eliminate the friction that is causing users to abandon them. In combination with the software that we’ve mentioned earlier, this can improve your forms exponentially.
3. Use a simple question to engage people
When it comes to the quote forms themselves, the best thing you can do to reduce abandonment rates is to start on the right foot. Don’t ask any complicated questions at first. A simple first question is going to create the momentum that will carry them through the remainder of the process. Instead of a lengthy confusing form that asks the prospect for all of their data in one shot, just ask for their personal information first.
4. Keep forms as short as possible to prevent quote form abandonment
There’s no getting around the fact that long forms are a pain to fill out. Obviously, the answer to this problem is to make shorter forms. Make sure to remove all unnecessary information from your form to keep it as short as possible. Examine your forms carefully and see if there are any unnecessary questions or tables. That being said, some forms will always require a lot of information, and making them shorter may be impossible. However, the solution to this problem could be breaking them break up into multiple sections.
People are often overwhelmed by walls of text and tables, so divide your form into sections with ample white space to make it easier to read. This way you’ll make your form less awkward, more engaging, and more effective at retaining the audience’s interest. Another thing you can do is add a free moving estimate calculator to your websites. This way, you can strip down your quote forms even more.
5. Make sure that your forms are optimized for different devices
Most websites see a sizable percentage of their audience come from mobile and tablet devices. If you don’t account for this in your form’s layout, you’re maybe inadvertently causing your clients to abandon your quote forms. There’s more to mobile optimization than just making your forms responsive and passing Google’s mobile friendliness test. Shorter forms with more tap-based UI elements like checkboxes and dropdown menus work best on mobile devices. For this reason, make sure that your forms work well on all the different mobile devices.
6. Personalize your forms
If you add subtle personalization to your forms, you can make your prospect feel more at ease. Not only that, but it will also make your forms more inviting and conversational than before. Personalization, whether it’s a name, a place, or a response to a prior inquiry, truly draws the prospect through an experience that is memorable and significant to them.
As you can see, lowering the rate of form abandonment is not difficult if you know how to approach the problem. If you can figure out why some customers aren’t filling out your form, you can make changes to improve your success rate. Not only that, but with a few tweaks, you can make your forms more engaging and personal. That being said, hopefully, you can implement these tips for preventing quote form abandonment right away so you can start reaping benefits immediately.