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Recommendation on test-drive and other contact forms

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Forms / Factors contributing to web forms effectiveness

1. Number of fields to be filled out.

2. Number of steps in multi-step forms.

3. Forms simplicity and readability.

4. Clarity of users intentions in filling out a form.

5. Appropriate order of data acquistion in a form.

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Forms / Number of fields

• During the tests over a few months, forms with lower number of fields always generated a higher conversion.

Evaluation of the column form over the test period

11 fields 8 fields 4 fields

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Forms / Number of fields

• Conversion comparison of forms with various number of fields - exceptionally in april the form with a higher number of fields showed a slightly better conversion but results from all the other months proved that a form with lower number of fields provides more conversions.  2013 T1.1 T2.2

February 0,55% 0,76%

March 0,35% 0,47%

April 0,43% 0,38%

May 0,28% 0,42%T1.1

T2.2

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Forms / Number of steps in multi-step form

• Multi-step forms with lower number of steps provide higher conversions

T3.0

T3.1 2013 T3.0 T3.1April 0,50% 0,66%May 0,24% 0,35%June 0,34% 0,47%July 0,50% 0,39%August 0,35% 0,43%

Forms / Amount of data necessary in a form

• A number of fields to be filled out is reduced to the ones that are necessary and reasonable from a user's point of view.:

1. A name (without a surname) – in order to be able to initiate contact (Dear Mr Jan, Dear Mrs Anna)2. E-mail address – in order to confirm submitting the data through a form 3. Telephone number – necessary for Call Centre in order to talk through the details of a test drive

• In this case the task of gathering additional data about a client is moved to Call Centre - another step of contact process. This kind of simplification of the form didn't have a negative effect on the comfort of contact, neither the quality of service or number of conversions acquired.

Forms / Simplicity and readability of forms

• Each field should be described in a short and clear way, with no unnecessary texts - the less description of a field and texts in close proximity, the better effect. Below are examples of bad practices:

Too long introduction

Forms / Clarity of users intentions in filling out a form

• The attempt of acquiring the "irrelevant" data from a point of view of a specific form and services/offer related to it causes a mental barrier: "I want to register for a test drive and they ask me about a sex?"

From a point of view of a user the question about a sex is irrelevant in terms of a test drive

Forms / Appropriate order of fields/questions – - bad practice• It is wrong to ask about personal details right at the beginning. A question about user's

intention should be asked first so that he knows what he's leaving his data for, what is the aim of the form. Here’s an example of the form with bad practices.

Firstly personal details

Plans of purchase in 2nd place

Choice of model and dealer at the end

Forms / Appropriate order of fields/questions – - good practice

Choose model

Leave your phone numer and we will contact you

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Forms / 4-step procedure of creating forms

1. Intention to complete the form first

Users must know, why they should give us their personal data;

2. Minimum required fields with personal data

Only 3 fields reccomended: Name; Phone; e-mail

3. Other requirements Agreements, other Must Have /Nice to Have information

4. Confirmation Thank You Page / e-mail notification

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Forms / Test Drive

1. Intention first

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Forms / Test Drive

1. Intention first

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Forms / Test Drive

1. Intention first

2. Minimum required fields

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Forms / Test Drive

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms / Test Drive

THANK YOU PAGE E-mail Notification

4. Confirmation

Forms / Mobile Test Drive form

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms / Service registration

1. Intention first

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Forms / Service registration

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms / Service registration

1. Intention first

2. Minimum required fields

3. Other requirements

4. Confirmation

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Forms / Newsletter

1. Intention first

2. Minimum required fields

3. Other requirements

4. Confirmation

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Forms/ Newsletter form on Price-list page

1. Intention first

2. Minimum required fields

3. Other requirements

4. Confirmation

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Forms / Model Newsletter Subscription

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms / Model Newsletter Subscription

1. Intention first

2. Minimum required fields

3. Other requirements

4. Confirmation

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Forms / Model Newsletter Subscription

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms / Model Newsletter Subscription

1. Intention first

2. Minimum required fields

3. Other requirements

4. Confirmation

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Forms / Model offer form

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms / Model offer form

1. Intention first

2. Minimum required fields

3. Other requirements

4. Confirmation

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Forms / Model offer form v1

1. Intention first

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Forms / Model offer form v1

1. Intention first

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Forms / Model offer form v1

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms / Model offer form v2

1. Intention first

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Forms / Model offer form v2

1. Intention first

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Forms / Model offer form v2

1. Intention first

2. Minimum required fields

3. Other requirements

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Forms/ Multi purpose form on campaign microsite

1. Intention first

2. Minimum required fields

3. Other requirements

4. Confirmation

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Forms/ Offer redirecting form

1. Intention first

2. Minimum required fields

3. Other requirements

Form available after signing in, used by VGP

Bank employees

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Forms / Car Configurator forms

1. Request a Test Drive

2. Your Config as a PDF file

3. Get the personalised offer at a dealer

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Kontakt / Zapraszamy do współpracy!

Thank you!;-)