A little more than a week ago, I wrote a post about forms, and how a moving company could improve their conversions by asking less questions. I found another site today, Vancouver MRI Clinic, that is trying to accomplish a similar task for their visitors. This post is just a little comparison of the two.
Comparing the Forms
If you compare what the moving site is trying to accomplish, and what this MRI Clinic is trying to accomplish you will find their are very similar. They both want to get the visitor to schedule an appointment, and both will have to get more specific details afterwards.
The MRI Clinic site knows they will need more specifics, and have focused their form to only ask the essential items. Forget first and last name, forget address, they don’t even want a city. They don’t ask why you want one or anything. All of that can be figured out with a phone call or email, and that is all they ask for.
Comparing it to the movers form, you can easily see which form will most likely be filled out. The first reason is that the clinics form it is simply cleaner. There are no drop down menus, tricky questions to answer, no mandatory fields specified (they all are), and even the phone number field is easier to fill out. It’s three fields vs. twelve, and on the net with its finicky users that’s huge. Do you think the moving site could still book the reservation using the clinics form? I do.
Small Form Equals More Space
The final advantage I wanted to point out about the Vancouver MRI Clinic’s site is that because their form is small, it doesn’t take up the entire home page like it does on the moving site. It allows room for an introduction message, selling points, contact information, and more.
Keep those forms small if you can, and make sure you only ask for what is essential. If you need them to give you more informaiton, ask them later, and you could even ask them right after they hit submit.
If you work on an intranet site for a company, please read-me: Your Intranet Guideline
