Forrester Research offers these five tips for getting users to complete your online application processes.
Moving data-intensive processes such as loan or credit card applications
online can save your company a lot of money, if it's done right. But once
you get a prospect to begin filling out your online forms and start an online
application process, how can you ensure they don’t abandon it? Forrester
Research offers these five tips for keeping the online application process on
track.
1. Set user
expectations. Forrester found in its research that most users begin the
online application process with the expectation that it will be faster and
easier. If your site has certain limitations, such as waiting periods or offline
data requirements, it’s best to let users know up front, so they won’t be
disappointed during the application process. Forrester offers the example of
Bank of America, which tells users right at the start what information they will
need to complete an application and how long it typically takes, as well as
provides a status bar that lets users see visually where they are in the
process.
2. Prefill user
information. Since most users hope the online process will be faster, this
simple step reinforces that notion. For example, Wells Fargo’s site asks users
if they are current customers and if so, pre-fills in pertinent information. Not
only does it speed the process, but it helps avoid typos and other
errors.
3. Offer
real-time help. Many online applications are abandoned simply because the
user is confused about the next step. Offering clear, easy-to-use online help
ensures that users can get their questions answered and get on with the
process.
4. Save the app
online. This is a key feature that helps eliminate online abandonments,
Forrester said. Once users know they can begin the process, save their
information and continue and complete the process later, they are less likely to
simply abandon the application.
5. Try to get
them back. Once a user abandons the process, make sure you ask them why and
try to offer them alternatives, Forrester said. For example, when a user
abandons the application process on the American Express site, a window pops up
asking if they’d like to save the application and finish it later. Offering
alternatives is key, Forrester said.
For more on preventing online abandonments, visit Forrester’s site
here.
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