Web forms are an essential element for any of the phases of hotel marketing: attracting an audience, converting anonymous visitors into potential clients, closing sales opportunities, linking clients with our brand, knowing their opinion or incorporating them into a loyalty program.
To get the strategy of each objective right, in addition to the content, the web form is a fundamental piece; and to achieve the end (attract, convert traffic, close sales, build loyalty) you must make it easy for your customer and now you can also create fillable pdf online it will give you amazing result.
Be it a mail marketing campaign (with landing page), a post on the social network, on the blog, a promotion, or simply your web page, all these means must be supported by web forms that allow you to achieve the goal: convert anonymous traffic into identified users, obtain data from potential clients, close the sale, or interact with the client (provide service, incentivize superior sales opportunities and cross-sell).
There are no standard forms; each purpose has its appropriate content, length and appearance. It must be adjusted to the needs of the objective: collect only the necessary information -which you do not yet have in your CRM- in the simplest and fastest way for the user.
Why should you use Web Forms?
A web form allows you to collect data in a structured and efficient way. They can be incorporated into your website; other web pages (“landing pages”), or has their own web page.
The web forms facilitate the actions of user identification, make a request, register, give an opinion. Once the web form is completed, the information storage is automatic, and the analysis is immediate. Centralizing all customer information (potential and actual) in the same database brings operability to marketing and business management.
The Keys to a Good Web Form
There is no single rule of thumb to create a working web form. Think about the information you really need and make sure that the data you request makes sense for the user, that it is not complicated to fill in, and that it is of a reasonable length.
The purpose of the form must be clear, and the user must know why and for what purpose he gives the requested data:
- Include a straightforward and clear title / heading, and your users will know exactly what for and how to complete it.
- The appearance of your forms says a lot about your brand. The order of the questions, or being able to recognize the interlocutor (and not ask for information that you already know) is essential to have a good response rate. Your forms should convey confidence, appear professional, and facilitate conversation. If you take care of the design, the user perceives that you take care or will take care of it.
- Usability is another aspect to take care of: the interaction must be simple for the user, and you will notice that in the conversion.
- Web forms give you versatility, massive reach, and market intelligence for all your digital marketing actions.
Keys to Making a Good Web Form
The forms on a web page can have different business objectives: get subscriptions, user data, build loyalty with content … Therefore, factors such as design, location, writing, number of fields to fill in or the correct formulation of the call to the action play a crucial role. We give you the keys to have the success you expect.There is no doubt that the more careful and structured it is, the more likely it is to capture user data. We give you some keys to make a good web form.
1. Locate the Web Form at the Top
It is desirable that the forms are located in the upper or upper right part of any website, landing page or pop-up. In this way, by locating following the natural reading tendency, it is easier for users to see it at a first glance without the need to navigate the page.
2. Be Brief and Concise
A good web form should have a striking headline and a short description that makes it clear what we offer. Remember that when we surf the Internet we only spend a few seconds to judge whether or not we close a tab, so be clear and direct in your messages.
You can make use of multimedia content such as images, GIFs or short videos showing the reasons for filling in the form. The visual is understood in a more agile way than the text and, in addition, it generates empathy and enhances the memory.
3. Offer Something in Return
If you think that a user is going to leave you their data in exchange for nothing, you have not yet read our post on how to create a good landing page. Nobody would fill out a form without expecting anything in return, that is why it is important to clarify what is the benefit that the user will obtain. More information, a free trial, downloading content of interest … The higher the value of what you offer, the more information you can ask for in return.
4. Ask for only the Essential Information
Asking an excessive number of fields to fill in can cause you to lose contacts. The user is reluctant to say who he is and how to contact him. When in doubt, only require the essential fields to contact later: the name (do not make a second field for the surnames) and the email. You will already have time to request more information in future communications, such as sending you documents such as success stories or product samples.
However, the number of fields also depends largely on the needs and typology of each business. A form to evaluate the quality of customer service is not the same as a request for more information.