How to Make Users Fill Out the Longest 13 Field Form

A compelling form completion

Many websites attract users to their home page but lose them on the form. Low conversation rates occur when there are too many fields to fill out. Users don’t want to spend that much time and effort without getting an equal exchange in value.

Most companies need to get the necessary information from users, so reducing the number of fields isn’t always an option. What else can you do to make users complete a long, complex form?

Fortunately, there’s a way you can compel users to fill out every field, no matter how long the form is. For example, this 13-field form contains several select menus that look overwhelming and intimidating. Most users would abandon this form and exit out of the website.

However, a research study found that how you frame your form significantly impacts whether users complete it. If you frame your form steps or sections conversationally, users are more likely to fill out every field. (source).

The study reported a 109% lift in conversion rate with this new approach. But the most surprising result was that every user who landed on the form filled out every field, including the six optional fields.