Carlos Fung

English Teacher

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The principle of Less Is More

So how does the principle of Less is More applicable to creating forms for your applications? In your forms, you want to capture the information you need, in a concise and fast manner. So that you’re able to provide an enjoyable, engaging, and fast experience for your clients. In essence, you want to collect data with the least number of fields. If your clients see only a few fields on your forms, they are more likely to fill out the forms and not look for the exit sign.

 

Simplify your forms: Less is more

First, let’s take this common example, and apply it to the concept in the forms today. We have all been stopped, on the streets, by people asking us to fill out some surveys, be it for charities, political associations, and more. (Hello Barcelona, Rambla Catalunya, I am talking to you…”)

You know those people with a form in hand, ready to stop you and ask you a number of question. Even on your very first experience, while you quietly and patiently wait to fill out the form, without a doubt, you know there will not be the next time. You quickly learn to avoid the people with a form in hand, either by speed walking, blending in with a big crowd, or acting like you’re a big-time executive on an urgent call.

This is how forms look today, and it’s a good representation of the real-life examples above. Do you ever wonder why there’s an endless list of fields to fill out? The more areas your forms have, the more likely your clients are ready to run out the door. But by providing potential and current clients with a form that requires less information, the more likely your clients are to fill it out the form.

less-is-more-to-increase-conversion-rate

So, what can you do to improve your forms engagement and increase your conversion rate? The answer is as simple as, remembering that simple is the way to go.  When you ask the necessary information with the least amount of fields, your clients are more likely to participate, to engage, and less likely to avoid your forms.

The principle of “Less is More” has been positively measured and tested, above is a graph from a study done at quicksprout.com. As you can see from the graph, quicksprout was able to measure a large increase in the conversion rate of the application, imagescape. This increase was due in response to removing a number of fields in the contact form. They were able to measure a 120 % increase in the conversion rate by reducing the number of fields in their contact form from 11 fields to 4 fields. Removing extra and unnecessary fields from the contact form is a perfect example of the adage “less is more.”

Remove fields of your form: Less is more

Clients are engaged and are more likely to become fully participant with your forms when they see fewer fields to answer rather than a long list of questions. Therefore, creating a short form is much more lucrative to minimize and potentially eliminate repetitive fields.

Let’s take, for example, the Contact Address and Shipping Address forms, at times, these are two different forms that while different, are usually and with a high percentage of probability the exact same information. So why would you have two different forms asking the same information?

It can be argued that you only need the Contact Address form, and once this is collected, the information can then be auto-populated to the Shipping Address form. If for some reason, your client requires a different address you can allow the client to edit a Shipping Address form, as necessary. Your clients will definitely appreciate the fact, that they do not need to fill out two different address forms when you only need one.

Remember that you are trying to captivate your clients and provide them with an excellent experience. Your goal is to increase your conversion rate. As seen by the example of imagescape, an easy way to do that is by removing duplicate or unnecessary fields. So, as you develop your forms, keep in mind that simplicity is key. This will have a more significant impact on your conversion rate, and ultimately, your revenue.

As seen by the example of imagescape, an easy way to do that is by removing duplicate or unnecessary fields. So, as you develop your forms, keep in mind, the principle of “Less is more.” The impact on your conversation rate, and ultimately your revenue, can be pretty significant.

Your goal is to increase your conversion rate

A well-designed form can be just the incentive clients need to get their hands dancing over the keyboard and fill out those forms. That one client that is attracted to your application or website will engage with you if there are few barriers to you. You can think of the fields as barriers to your clients, the fewer restrictions, the more likely your client is to engage with you.

So, what is the ideal number of fields in an application form? This is an excellent question and can be hard to answer, as it all depends on your application needs. So the answer, as more responses are in real life, is it all depends. We have conducted a review and determined that the best client engagement and conversion rate can be found in a form with as little as 2 to 4 fields.

less-is-more-to-increase-conversion-rate


 
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