Creating high-performing forms is essential for optimizing your completion and conversion rates. With CRM tools like Klaviyo and Brevo (formerly Sendinblue), it is now possible to design forms tailored to your needs, directly integrated into your marketing strategy. These platforms let you create various types of forms, customize them easily, and track their performance to maximize their effectiveness.
In this article, we will explore the fundamental principles of an effective form, the CRM features that make this task more accessible, and practical examples to inspire your own creations.
Fundamental principles of an effective form
Simplicity above all
Simplicity is the key to capturing the user's attention. Stick to the essential information by reducing the number of fields to fill in. For example, a newsletter sign-up can be limited to just a name and an email address.
Clear instructions and explicit labels make the form intuitive. If you use Klaviyo or Brevo, you can add descriptions or examples in the fields to guide the user and minimize errors.
Choosing the right fields
Every field must serve a clear purpose. Klaviyo and Brevo offer the ability to add various types of fields: text, buttons, checkboxes, or dropdown menus. These tools also let you organize fields in a logical way, making it easier for the user to navigate.
For example, start with basic information (name, email), then move on to specific details if necessary. A well-thought-out structure reduces cognitive load and increases the likelihood of submission.
Optimizing form usability
A well-designed form is also ergonomic. CRM tools like Klaviyo offer options to make your forms responsive, ensuring a smooth experience on both mobile and desktop.
Adopt a single-column layout, ideal for mobile screens, and use easily clickable buttons. Also integrate real-time validation to catch errors before submission, improving the user experience.
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Technologies and tools for high-performing forms
Real-time validation
Brevo and Klaviyo let you add instant field validation. This feature reduces drop-offs by alerting the user to an error immediately (for example, an incorrect email format).
Thanks to this feature, users correct their mistakes without frustration, which improves the quality of the data collected and increases completion rates.
Smart personalization
CRM tools often include conditional logic options. With Klaviyo, you can adapt questions based on previous answers, making the form more relevant.
For example, if a user indicates interest in a specific product, the following fields can focus exclusively on that product, reducing unnecessary questions.
UX/UI tips for forms
User experience plays a crucial role in a form's success. Use colors and fonts consistent with your brand to create an engaging interface. Klaviyo and Brevo also let you add images or icons to make your forms more visually appealing.
Make sure to include clear, compelling CTAs such as "Sign up now" or "Claim this offer". These elements encourage the user to complete the form.
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Examples of high-converting forms
Single-step forms versus multi-step forms
Single-step forms are ideal for simple requests, like signing up for a newsletter. For more complex information (such as a quote request), multi-step forms break the process into several screens, making the experience more digestible.
With Brevo, you can add a progress bar to clearly show the user where they are in the process. This motivates them to complete the remaining steps.
Case study: E-commerce and checkout forms
In e-commerce, checkout forms are essential for closing a sale. Brevo helps you optimize these forms by reducing the number of fields and adding options such as address auto-fill.
For example, an e-commerce store could include a pop-up form offering a discount to visitors hesitating to complete their purchase, thereby increasing conversions.
Case study: Service sign-ups
For an online service, a simple and engaging form is crucial. Klaviyo offers the ability to add conditional fields to simplify registration.
For example, a webinar sign-up form could include a field asking "What topics interest you?", followed by relevant questions based on the answer. This improves the user experience and collects accurate data for your future campaigns.
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Conclusion
Creating effective forms directly within CRM tools like Klaviyo and Brevo lets you optimize every step of your marketing strategy. With customization options, real-time validation, and an adapted user experience, you can capture more leads and improve your conversion rates.
Whether for a newsletter sign-up, a contact form, or an e-commerce campaign, these tools offer powerful features to turn your forms into genuine growth drivers. Adopt these practices today and boost your marketing performance!
Would you like guidance on your digital marketing strategy? Feel free to contact us!
FAQ
What are the key elements for creating a simple, easy-to-fill-out form?
To create a form that is both simple and easy to complete, it is essential to follow certain fundamental principles:
- Clarity and simplicity: Opt for clear, concise field labels.
- Logical grouping: Structure questions by theme with descriptive headings.
- Smooth navigation: Ensure a logical and intuitive progression through the various sections and questions.
- Accessibility: Use <label> tags to improve accessibility, choosing appropriate form elements such as text fields, checkboxes, or dropdown menus.
- Device adaptability: Make sure the form adjusts correctly across different devices and screen resolutions.
- Welcome and thank-you pages: Include an introduction page to clarify the purpose of the form and a thank-you page to wrap up.
How do you break a long form into more manageable sections to improve the completion rate?
Breaking an extended form into shorter sections leads to a better completion rate. Use tools like Microsoft Forms or Google Forms to segment your questions by selecting the "Section" or "Other question types" option.
Assign a title and description to each section to make it easier to reorganize and move them around. It is good practice to limit the number of questions per section and display a progress bar to visualize advancement.
What is the impact of cognitive load on form conversion rates, and how can it be reduced?
High cognitive load can significantly decrease conversion rates, as users who feel overwhelmed often give up before completing the form. To reduce this, simplify complex forms by breaking them into smaller sections.
Using progress bars and providing clear instructions improves user orientation. Adopt an intuitive and consistent design, thereby reducing the mental effort required to fill out the form.
Why is it important to place contact information near the form to improve conversion?
Positioning contact information close to the form is essential for boosting conversion, as it promotes direct and transparent communication between the visitor and the company.
This proximity ensures that visitors can easily find the contact details they need, such as email, phone number, and physical address, thereby building trust and simplifying the process of getting in touch. It also optimizes the request submission process, increasing the chances of turning visitors into qualified leads or customers.
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