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CRO PROS
Funnels that
function.
CREATE FORMS AND FUNNELS THAT
CONVERT
Hello,
I’m Charbel
How did I get here?
We
are.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Who we are
Academy Xi is a digitally focused education
campus that provides custom training
programs for teams and career
transforming courses for individuals
wanting to expand their knowledge and
skills.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Who we’ve trained
We’re also Velvet Onion
Service and Experience Designers
improving life through design.
CRO PROS conversion forms and funnel best practice
“I have with me two
gods, Persuasion and
Compulsion”.
— Themistocles
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Persuasive
design.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Persuadere
- Latin, Verb.
• Persuade, convince
• Prevail upon or induce to do something
-Funnelsthatfunction:Createformsandfunnelsthatconvert
UX Toolkit
Makes things
USEFUL
Research
Information
Architecture
Makes things
FINDABLE
Interaction
Design
Makes things
USABLE
Experience
Design
Makes things
SEAMLESS
Persuasive
Design
Makes things
HAPPEN
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Three Factors in persuasion
- Motivation
- Ability
- Triggers
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Newsletter subscription
- Target behaviour
- Capture user’s email
address
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Newsletter subscription
- Target behaviour
- Capture user’s email
address
• Ability: EASY
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>
-Funnelsthatfunction:Createformsandfunnelsthatconvert
What This Means
- The lower in the grid,
the less likely it is that
you’ll get them to do
what you want.
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>
-Funnelsthatfunction:Createformsandfunnelsthatconvert
What This Means
- But if they want
your newsletter,
they’re in.
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>
-Funnelsthatfunction:Createformsandfunnelsthatconvert
X
What’s the Trigger?
- Ask only for
what’s
appropriate to
get them
committed.
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Prime rule of persuasion?
- Simplicity. High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Best
practices.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Designing
search.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
When is search needed?
- For content heavy sites, often used (e.g.,
Wikipedia)
- When users can’t find what they’re looking
for (this is bad information architecture)
-Funnelsthatfunction:Createformsandfunnelsthatconvert
When is search needed?
- Simple search first
- Sites with lots of complication features and
facets have replaced advanced search with
other mechanisms
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Designing search
- A box to type words
- A button or image to apply the search term
- A results page
- The ability to filter through many search
results
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Search mistakes
- Placing the search box at the bottom of the
page, or hiding it in the navigation menu
- Making the input field too short
- Making the submit button too small
- Hiding the search box
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Explicit search
-RapidFeatureIdentification
- When a search produces results that match
the search term
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Faceted search
-RapidFeatureIdentification
- This has largely replaced ‘advanced search’
by allowing to narrow the same search with
multiple filters
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Excellent examples
-RapidFeatureIdentification
- AirBnB, SkyScanner, The Iconic, Nova FM
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Mobile faceted search
- Think about how people
touch, rather thank click
- Remember, 44 pixels is
the minimum tap area.
It’s still not enough. Go
for 60 as a minimum
-Funnelsthatfunction:Createformsandfunnelsthatconvert
- A technique that starts to find matching
entries based on what you’re typing
Auto-complete search
-Funnelsthatfunction:Createformsandfunnelsthatconvert
- Will become a great differentiation for the
mobile audiences
Voice search
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Designing
forms.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Form design principles
- Progressive disclosure
- Plain language labels
- Clear validation and visual feedback
- Completion
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Progressive disclosure
- An interaction design technique often used
to help maintain the focus of a user's
attention by reducing clutter, confusion,
and cognitive workload.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Progressive disclosure
- This improves usability by presenting only
the information required for the task at
hand
- Helps reduce overwhelming feelings in
complicated and long form processes
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Progressive disclosure
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Plain language labels
- Single words or simple phrases
- Be precise: First name
- NOT: Please tell us your first name
- NEVER: We’d love to know more about you
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Plain language labels
- Be non threatening
- NEVER: We need your first name
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Lazy registration
- Let people view with your product first
- Provide something useful, then ask for
registration
- e.g. “To add a comment, please register:
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Validation
- People rush
- Show them they’ve done it right
- Highlight if they’ve made a mistake
- Tell them how to correct their mistake
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Completion
- Confirm that they’ve finished
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Edge cases
- Design for long names and addresses
- Don’t force a phone number format
• If someone uses dashes between
numbers, allow it
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Explain why
- What’s in it for me
- Benefits
- Bonuses
-Funnelsthatfunction:Createformsandfunnelsthatconvert
All required
- Why ask for optional fields
- People won’t fill them in
- If you MUST, limit the number of optional
fields
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Language
- Use descriptive calls to action
- Register now
- NEVER submit
-Funnelsthatfunction:Createformsandfunnelsthatconvert
No links
- Never use links in forms
- Need to maintain flow & progression
- Exceptions for explanations
- User hovers or tooltips
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Test
- Mistakes
- Accessibility
- Clean data
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Layout
- Form labels on top of fields best
- Single column best
- Readability
- People scan
- Appropriate width (eg, postcode)
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Grouping
- For long forms, group related things. E.g.:
- Personal details
- Work details
- Finance
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Focus action
- Single mindedness
- ONE MAIN BUTTON
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Progress
- Show path to completion
- Show progress
- Show location
-Funnelsthatfunction:Createformsandfunnelsthatconvert
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Recall
- Check field labels
match the input
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Clutter
- Simple and single
mindedness
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Correct message
- Red is only used for errors
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Correct message
- Red is only used for errors
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Renewing your passport?
- Match the requirement to the
real world
Let’s
chat.
Questions and answers.
-Funnelsthatfunction:Createformsandfunnelsthatconvert
Getintouch
- Charbel Zeaiter
- charbel@academyxi.com
- charbel@velvetonion.com
- 0411 115 770
See you
in the future
Thank you

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