I recently went on a banking website to open a new account, and although I consider myself fairly well versed in most things web, I found the application process overly complex, leaving me frustrated and eventually forcing me to leave the site. Even though it was supposed to be faster to do online, I’m thinking going into the branch would have been a better use of my time. It made me wonder how many other potential customers this bank had lost due to its inefficient and not-so-user-friendly form.With a little research and proper planning, they could have done a far better job. So I thought I’d write an article to help you understand the importance of proper planning and execution of an online form. Let me begin by mentioning that there are 3 main people who determine the success of an online form. They are the usability architect, the designer, and finally the user. I will focus on the usability architect and the functions the form must be able to perform for this article.
Attract the User
A proper form starts with the ability to attract users. A usual method would be to have a well placed, easy to see graphic that might say “Apply Online Now – It’s Easy, Free and Secure”. Something like this is good for those users coming to the site already knowing that they want to apply. They know where to go and they feel safe knowing their inputs will be secure. For those users coming to the site for other purposes, such as research, having a link that says “Learn About Online Banking” will send the user to another page describing the benefits and process with a link to the application page. These two methods become entry points.
Feeling Safe and Knowing What to Expect
Once the user is on the application page, it is important that they know what to expect. This is especially helpful when your form will take some time for the user to complete. No one likes filling in forms, so clearly stating the steps involved and how long a typical user might spend completing the form is essential. There is also the issue of security. Internet users are becoming increasingly security conscience and want to make sure that whatever personal information they enter will be secure. To accomplish this, the page(s) must have SSL (secure sockets layer) certification. A page with a SSL certification will have a lock icon on the top of the browser, letting users know their information is safe. Eventually SSL certification will probably be required by law, so start using it today. Too many companies spend a lot of time developing the form and infrastructure and forget to get the SSL certification. And then they wonder why users are not even starting on a form.
Offer a Support Phone Number
Another useful tool is to provide a phone number for every page of the application process. People often have issues with forms and giving them the ability to address those issues with a person and without forcing them to leave the page they are on is very important. Take it a step further and even mention the hours of operation. And take it another step further still by incorporating a photo of an actual person they might speak with will give the user the feeling of being cared for.
Grouping
As you build the form, grouping similar inputs reduces error and increases efficiency. For example, asking for a user’s personal information such as name, address, email, etc. should be contained in one group while asking specifics on their financials for example would be a separate grouping. Use descriptive headers so the user knows exactly what information he will be asked to submit.
Keep the Design Consistent
Simply stated, each page should look similar to the other. Any transition that looks different can throw off the user and cause confusion and errors. This goes for the input fields as well. Input fields that are of the same width as each other have a more consistent and clean feel to them than a form with input fields of all sizes. Of course, best judgment should be used here as some fields should be a different size. Overall, the more consistent the fields are, the more comfortable the user will feel.
Progress Report
Any form that has more than a couple pages to it should include a progress bar at the top and bottom. This progress bar allows the user to know how far into the form they are and how much more they have left. Each section should be labeled with titles such as ‘Start’, ‘Personal Information’, ‘Financial information’, ‘Finish’. Even including how long the average user might take for each section is helpful information.
Summary
Creating a proper form first requires a solid understanding of the user’s intentions and expectations. As a usability architect, you must study the big picture in order to provide a positive user experience which will ensure a form’s ultimate success.
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