It is important to optimize contact forms for online content marketing to balance required fields with user drop-off.
Many “free” online experiences, like our HRAs, require users to complete a form to access the full value of the interaction. Users generally understand this, and most are fine with it. This is especially true for users seeking health awareness using online tools provided by a known local healthcare provider. In fact, this “transaction” of trading personal health information for personalized feedback is the real magic our HRAs perform. Users complete the contact form to get their full results. It works.
Goal: Optimize Contact Forms
Therefore, it is critical that your forms are optimized to gather the most data possible without overly diminishing completion rates. Yes, it is a balancing act. As a marketer, you want as high completion rates AND lots of user information. Users prefer no forms at all. Obviously, no form equals the most completions but the least data.
To help you optimize contact forms in our HRAs, you can require, hide, or make optional numerous data fields with a few clicks. For instance, you may require name and email, hide phone number and birthdate, and make optional a ZIP code. FYI, we no longer allow more than 7 fields in our HRAs, as years of data suggest that more than this generally impacts completion rates.
Understand Minimum Requirements
At a minimum, we suggest requiring name, email and ZIP code. This allows for personalized follow-up and ensures the user lives in your service area. However, many CRMs need more details to ingest users into their systems for measurement. Understanding the minimum required from your CRM will allow you to make the best decision for your HRAs and get you the highest possible completion rates.
Quick and Painless
Take a few moments today to connect with your vendor partners. Ask what fields they require and compare that to what you’re currently requiring in the Evalia Management Portal. This easy change can make a huge impact on downstream data and associating ROI. For more information on how to customize or discuss which fields make sense for you, contact your Strategic Client Partner.
Advanced Option: A/B Testing
To really squeak the utmost efficiency from your forms, ask us about A/B testing 2 different HRA customizations. Usually this would require an additional fee for a second HRA deployment, but we are looking for a few clients to help us build a real world Case Study.
Note: Speaking of completion rates, our numbers have always been good and now they are better. Early results for v3 Heart Health assessment are showing 1.3x increase in completion rates and 1.4x increase on CTA clicks!
Tony Huth
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