Create Persuasive Online Forms

Create Persuasive Online Forms

Lemuel Galpo
Written by Lemuel Galpo
April 10, 2015

Persuasion is an important skill in internet marketing, and actually, in any kind of marketing. Persuasion is also one of the most important aspects of conversion optimization. The marketing technique of conversion is technically just persuading visitors or casual traffic into becoming paying customers. The same idea is used here, only focused on a certain aspect of your website.

“When we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.” – Professor Robert B. Cialdini from the book ‘The Psychology of Persuasion’

In this podcast, we have Creative Thirst‘s Bobby Hewitt take us through how to create a persuasive online form. Online forms are one of the most effective Calls to Action. But getting your customers to go there can be difficult. Getting them to actually sign in or fill up the forms can be even more difficult. But this is where persuasion comes in. There are several ways to persuade your traffic into interaction.

Create Persuasive Online Forms

Persuading People Online

In the real world, people usually interact with each other directly because it is the best form of communication. But what about in the world wide web? What is the best way to interact with customers here? Direct interaction is virtually impossible – but having a way to communicate with your users is very important. When it comes to online shopping, business owners need to dedicate their whole attention to their customers. So, when a potential customer visits your website, you don’t really have an interaction with him/ her. The user takes full control and decides which page of your website to open.

[Tweet “The best way to persuade potential customers is to share something they agree with.”]

How to Persuade Potential Customers

If the user doesn’t find what he/she was looking for, the customer will just leave because there isn’t anything that draws his or her attention. There isn’t a feeling like they are walking away from a person, so they won’t feel guilty at all. As a business owner, you need to think about this carefully and consider creating persuasive online forms. But how can you do that?

Here’s an example: Put a form on your website that your potential customer needs to fill out. Ask only important questions which are related to your product. If you put other questions, the visitor may just walk away. According to an article by ConversionXL’s Peep Laja,

The power of influence is usually all that separates the successful from everyone else. These are some tactics, discovered through psychological research, that you have probably not yet heard about, but have the potential to increase your persuasive abilities.

Give them a Reason to Stay

If you apply the experiment mentioned above, you could really achieve good results, and the best thing is that the conversion rate will also improve. Always remember that you need to give your visitors a reason to fill out the contact form. For example, when the visitor fills out the form, you send him/ her a few tips on how to use your product properly. The tips can contain:

  • Pictures of the people who use your product
  • Video tutorials
  • Instructions

You should ask your visitors to write their private email address, but only to send them information related to your product. Most of the website owners make huge mistakes when they send junk mail. Nothing will scare visitors away faster than SPAM mail. The internet is full of people looking to avoid spam, so your visitors know what it looks like and they know what to keep away from. Make sure you say what you will be sending so you will not scare them away.

If not, your visitors might unsubscribe and stop receiving mails from you, or worse, stop visiting your website entirely. Remember that you need to encourage users in a way that would persuade them to fill out the form. The best thing is to eliminate all those boring fields. Ask them only the relevant information. It is very important for your business to establish a good relationship with your customers. If you want to learn more about his, you can visit our conversion optimization blog at Convert, see you there!

Originally published April 10, 2015 - Updated November 27, 2015
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of's growth team and coordinates all writers, editors and illustrators.
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