In the months leading up to Dreamforce, you may hear us mention one of our favorite new phrases: “Talk data to me.” Why do we care so much about talking all things data? As the #1 enterprise web form solution for Salesforce, nothing is more important to us than establishing a trusted relationship with our customers and the data they collect on a daily basis. In the first of three webinars in our “Talk Data to Me” webinar series, Product Manager Deborah Kim and Content Marketing Team Lead Maggie Tharp start the discussion of how to make web forms both ethical and effective.
Avoiding Dark Patterns
To ensure transparency, form users should ensure that they avoid what’s known as “dark patterns.” What does this mean? A dark pattern can be defined as any web or form element designed to trick a user into taking an action they wouldn’t have taken otherwise. Visual design, word choice, and functionality are all means to creating dark patterns. Examples include an opt-out (rather than an opt-in) checkbox and questions that seem to ask one thing, while really asking about something else entirely.
To avoid dark patterns, users should incorporate:
- Positively-phrased consent
- Unambiguous questions and granular consent
- Clearly-designed forms
Compliant, Secure Data Collection
When highlighting secure and compliant data collection, transparency is key. Data collectors should be forthcoming about who they are, how they’ll use customers’ data, and who else may have access to such information. Not only is transparency important for regulations like GDPR, it’s also critical for building trust.
Encryption and authentication are also important factors when considering security. FormAssembly offers an array of authentication options available at the enterprise level in order to help users maintain best practices.
Regulations both old and new also play a role in establishing a form’s security. FormAssembly offers resources to navigate the following regulations:
Minimizing User Abandonment
The reality is that many form respondents will abandon forms prior to submission, which minimizes the effects of solid conversion. User friendliness, however, may be a key factor in motivating respondents to actually follow-through on submission. Best practices for user-friendly forms include:
- Breaking down lengthy forms into pages or manageable sections
- Ensure that forms are mobile-friendly and responsive
- Prefilled forms for quicker data entry
Achieving Attractive Form Design
It’s easy to find poorly-designed forms that aren’t branded or user-friendly. Since forms serve as the gateway to customer conversion, it’s important that they represent organization’s brand and encourage user engagement from start to finish. Many FormAssembly customers use unique form-building techniques that are both creative and effective. Institutions like Maryville University and organizations like Spark Program demonstrate the important of consistent, clear, and creative form design.
Eager to keep the data conversation going? Watch the full recording to hear more.