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 help reduce form abandonment rates. These are categorized into four areas: "Improving Ease of Input," "Clarifying Error Messages and Screen Transitions," "Essential Considerations for Smartphone Users," and "Strategies to Prevent Page Abandonment."

Improving Ease of Input

Tip 1: Keep the Number of Fields to a Minimum

Limit the information requested from users to the absolute minimum. 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 moment. For example, a newsletter registration form should only require an email address. Information such as names or ages can be collected later if needed.

Tip 2: Clearly Indicate Required Fields

Clearly displaying which fields are mandatory helps users understand what needs to be filled out. Use red, bold text to label them as "Required." Alternatively, you can highlight the background color of mandatory fields.

Tip 3: Use Clear and Descriptive 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 instance, if a phone number requires hyphens, provide an example such as "Example: 03-1234-5678."

Tip 5: Do Not Split Input Fields

Keep input fields as a single entry per item. Splitting fields increases the effort required from the user and can be perceived as cumbersome. If your backend system, such as a customer database, requires split data, handle the separation after the information has been submitted.

Tip 6: Utilize Technology to Reduce Input Effort

To reduce the effort required for input, 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 example, 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.

Clarifying Error Messages and Screen Transitions

Tip 7: Display Error Messages in Real Time

If an error occurs, notify the user immediately after they have finished entering data for that specific field. Waiting until the user has filled out the entire form and clicked the submit button to show errors disrupts the user experience and increases abandonment rates.

Validate input formats and character counts as soon as the user moves to the next field and display alerts on the spot.

Tip 8: Clearly Indicate Error Details

Error messages should be specific so that users understand exactly which field is incorrect and what the error is.

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

Tip 9: Make the Submit Button Stand Out

It is important to set the submit button to a color and size that makes it immediately recognizable to the user.

Tip 10: Use Specific Text for the Submit Button

Instead of generic text like "Submit," use action-oriented labels such as "Register" or "Apply" to encourage user action.

For example, for a newsletter registration, use a specific expression like "Receive 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: Avoid Using Confirmation Pages

Confirmation pages can also be a cause of abandonment. If the form allows for information to be corrected later, a confirmation page is not strictly necessary. Try to avoid using them whenever possible.

Tip 13: Display Progress in Multi-Step Forms

If you use a "split form" (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-form abandonment.

Displaying a progress bar at the top or bottom of the form to show the current step and the percentage completed is highly effective.

Essential Considerations for Smartphone Users

Tip 14: Place Labels Above Input Fields

On smartphones, it is standard practice to place labels above the input fields. This accommodates the limited screen size and aligns the user's line of sight vertically, making it easier to input data.

Tip 15: Optimize Input Modes

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

For example, for a phone number field, configure the form to display a numeric keypad that includes only numbers and symbols like hyphens or the pound sign.

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 accidental operations.

Tip 17: Provide Sufficient Spacing Between Fields

For smartphone users operating with their fingers, ensure there is enough space between each input field to prevent errors.

Strategies to Prevent Page Abandonment

Tip 18: Display Messages to Users Attempting to Leave

Displaying a message when a user attempts to leave the page to encourage them to reconsider is one effective strategy. Show a dialog box such as "Are you sure you want to leave this page?" when the user tries to navigate away.

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

Clearly stating the benefits of submitting the form encourages users to complete the process.

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

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

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

We have introduced the fundamental concepts of EFO (Entry Form Optimization) and 20 specific tips to reduce form abandonment rates.

While concepts like "making input easier," "clarifying errors," and "optimizing for smartphones" may seem obvious when viewed from the perspective of the user, they are often overlooked when managing your own website. By understanding the user experience and designing the most user-friendly forms possible, you can reduce abandonment rates and increase your touchpoints with visitors.