What Is EFO (Entry Form Optimization)? 20 Tips to Reduce Form Abandonment Rates

20 Tips to Reduce Form Abandonment Rates

Below, we introduce 20 tips to reduce form abandonment rates. These are categorized into four areas: Simplifying Input, Clarifying Error Messages and Screen Transitions, Prioritizing Mobile Users, and Implementing Measures to Prevent Page Abandonment.

Simplifying Input

Tip 1: Keep the Number of Fields to a Minimum

Request only the minimum necessary information from users. Excessive fields place a burden on the user and increase the form abandonment rate.

Re-evaluate each field in your current form to determine if it is truly necessary at that stage. For example, in a newsletter subscription form, request only the email address required for delivery. Information such as names or ages can be collected later if needed.

Tip 2: Clearly Display Mandatory Fields

Clearly indicating which fields are mandatory helps users understand what is required. Use red, bold text such as "*Required." Alternatively, you can highlight the background color of mandatory input fields.

Tip 3: Use Clear Labels

Ensure field labels are specific. A label like "Contact Information" is ambiguous, as it does not specify whether a phone number or email address is required. Use specific labels such as "Phone Number (Mobile)."

Tip 4: Provide Input Examples

Displaying input examples helps users understand exactly what and how they should enter information.

For example, if a hyphen is required for a phone number, provide an example such as "e.g., 03-1234-5678."

Tip 5: Do Not Split Input Fields

Limit each piece of information to a single input field. Splitting fields increases the user's input burden and creates a sense of inconvenience. If your customer database system requires split data, handle the separation on the backend after receiving the submission.

Tip 6: Utilize Technology to Reduce Input Effort

To reduce input effort, implement features such as autocomplete or automatic address entry based on postal codes. Automatic conversion between full-width and half-width characters and the automatic removal of unnecessary spaces are also effective.

For instance, uSonar offers an "Easy Registration" feature that automatically populates form fields with information such as name, email address, company name, and department simply by copying and pasting an email signature.

Make Error Messages and Screen Transitions Intuitive

Tip 7: Display Error Messages in Real Time

If an error occurs, notify the user immediately after they input data into the relevant field. Waiting until the user has finished filling out the entire form and clicks the submit button to display errors disrupts the user experience and increases the abandonment rate.

Validate the input format and character count as soon as the user finishes entering data (when moving to the next field) and display an alert on the spot.

Tip 8: Clearly Indicate Where Errors Occur

Display error messages specifically so that users can understand which field is incorrect and what the error is.

Avoid vague error text such as "Input is incorrect." Instead, use specific messages like "Please enter the phone number using only half-width digits." Additionally, use prominent text colors and background colors to highlight the error.

Tip 9: Make the Submit Button Stand Out

It is important to set the submit button to a prominent color and size so that users can identify it at a glance.

Tip 10: Use Specific Text for the Submit Button

Instead of just "Submit," change the text to indicate a specific action, such as "Register" or "Apply," to encourage user action.

For example, when registering for a newsletter, use an expression that indicates a specific action, such as "Get the Newsletter Now."

Tip 11: Do Not Include a Reset Button

Placing a reset button next to the submit button can lead to accidental clicks. It is best to avoid including a reset button entirely.

Tip 12: Do Not Display a Confirmation Page

Confirmation pages can also cause users to abandon the form. For forms where information can be corrected later, a confirmation page is not mandatory. Avoid including one whenever possible.

Tip 13: Display Progress in Multi-Step Forms

When using a "Split Form" (step-by-step form) that breaks input fields across multiple pages to reduce the load on a single page, display the progress. Helping users understand their progress prevents mid-process abandonment.

Displaying a progress bar at the top or bottom of the form to show which step the user is on and what percentage of the total process is complete is highly effective.

Considerations for Smartphone Users Are Essential

Tip 14: Place Form Labels Above Fields

On smartphones, it is standard practice to place form labels above the input fields. In addition to the constraints of smartphone screen sizes, this aligns the user's line of sight vertically, making it easier to input data.

Tip 15: Switch Input Modes Automatically

To make input easier for users, implement automatic input mode switching, such as displaying a numeric keypad for numbers and an email-optimized keyboard for email addresses.

For example, for a phone number field, configure the form to display a numeric keypad mode that only shows digits, hyphens, and the pound symbol.

Tip 16: Increase the Size of Buttons and Input Fields

Considering smartphone usability, buttons and input fields should be sufficiently large. If they are too small, it can lead to operational errors.

Tip 17: Provide Sufficient Spacing Between Input Fields

For smartphone operations performed with fingers, ensure there is sufficient spacing between each input field to prevent accidental touches.

Implement Strategies to Prevent Page Abandonment

Tip 18: Display Messages to Users About to Abandon

Displaying a message when a user is about to leave can encourage them to reconsider. Show a dialog box at the moment they attempt to leave the page, such as "Are you sure you want to leave this page?"

This allows users to return to the input screen if they were about to leave the page due to an unintended action.

Tip 19: Highlight the Benefits and Necessity of Submission

By stating the benefits of submitting the form within the page, you can encourage users to complete and submit it.

Additionally, for inquiry forms, providing specific examples of the types of inquiries accepted can lower the barrier to entry and help users feel the necessity of reaching out.

Tip 20: Remove Unnecessary Information and Links

A form page is the goal of your website. To help users focus on filling out the form, eliminate unnecessary information and screen transitions.

Prevent user abandonment by hiding headers, footers, and sidebars that contain links or menus to other pages.

We have introduced the basic concepts of EFO and 20 specific tips to reduce form abandonment rates.

While concepts like "making it easy to input," "making errors easy to understand," and "making it easy to use on smartphones" may seem obvious when viewed from the user's perspective, they are often overlooked when managing your own website. By understanding the user experience and designing the most user-friendly forms, you can reduce abandonment rates and increase touchpoints with your visitors.