Customer data forms: more efficient with real-time Data Quality
Put the lie to the statistics according to which half of all Internet users have already given up on a purchase because of a form to be filled out! Depending on how well they are optimized, forms can be a a great way to accelerate the completion of the action initiated. And this, in many cases: subscribing to a newsletter, creating an account to validate a shopping cart, requesting online contact, joining a loyalty program, registering a customer with an operator, etc.
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An online form is much more than just a few fields to fill in. It conditions the rest of the relationship with your interlocutor, which implies to pay the greatest attention to it, by asking yourself the right questions as soon as it is elaborated. To determine which data to collect, it is advisable to determine the strategic and marketing objectives that it must serve. This will also allow you to define the ergonomics to be privileged to offer the best experience to your visitor and optimize your chances of conversion.
A good form is filled out completely and easily
Online, a customer or prospect who easily fills in each of the fields will conclude the action by clicking on the final call-to-action (which must be attractive!).With a form that is too long or poorly designed, you expose yourself to the risk of abandonment… At the same time, your employees connected to the CRM, who qualify the customer data, expect to be helped in their daily tasks. To ensure a smooth user experience on the one hand and to maintain your productivity in managing incoming data on the other, your forms must be intelligently designed.
To do this, there is one watchword: data minimization. A form with less than 7 fields increases its conversion capacity considerably. Therefore, question the relevance of each field, to keep only the most essential ones. However, if you need to create more fields, clearly label the sections and fields of the form and favour progressive filling (many marketing automation tools allow this).
Then think about facilitating the input and optimizing the ergonomics of the form, by ordering the fields to be entered in a logical way, or even by opting for a “single line” entry (in line) to reduce their number. Autocompletion on the first name, last name, postal address and email fields speeds up the input process by suggesting relevant answers that the customer only has to validate.
Make each field of the form reliable and secure
Making a form collect quality data is certainly based on its ergonomics, its number of fields, the filling experience… it’s already a very good start. But is the data recorded in your customer databases accurate and reliable? Why leave it up to the user to check that he has not made a mistake when he entered the data?
There are a multitude of solutions to make your forms, and therefore your databases, more reliable: from checking the information entered to recognizing an existing customer, all in real time during entry, in order to avoid injecting erroneous data, full of duplicates that will penalize your actions and your marketing budgets.
- The fields relating to identity (surname, first name, title) can be made more reliable by automatically checking that the title and first name given match.
- Email address errors (or false addresses) can be detected based on the existence of the domain name and recent activity recorded on the email.
- The existence of postal addresses will be validated and brought up to standard by checking their matching with data from international postal reference systems. The postal code may be assisted in its entry, with a suggestion of the corresponding municipality(ies).
- Your contact's mobile and landline phone numbers will also be verified and formatted appropriately.
- The B2B contact information will be enriched with postal address, legal company information, level of turnover, number of employees, telephone numbers... all from the company name and postal code.
If your form is short and well designed, you have every chance of accompanying your contact to the last field and collecting correct and reliable data in real time. This will engage your audience on a sound basis and increase your conversion rates.
About DQE
Because data quality is essential to customer knowledge and the construction of a lasting relationship, since 2008, DQE has provided its clients with innovative and comprehensive solutions that facilitate the collection of reliable data.
17
Year of
expertise
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Clients in all
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3Md
Queries per
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