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5 simple reasons why conversational forms are the future

Written by Digital 22

12 | 09 | 19

Conversational marketing  |  
4 minute read

Conversational forms are rule-oriented chatbots, learning from user responses they receive. Web forms are an online format of a traditional, printed form. A key difference is that the former is far more interactive and responds to the user’s actions. Whereas the latter is typically a static page which requests specific pieces of data. 

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Now that you know the main difference between the two, here are a few reasons why conversational forms are a better way to funnel leads and interact with customers online than web forms:

  1. More human than web forms
  2. Provide decision support
  3. Create trust through conversation
  4. Remove the need for CAPTCHA 
  5. Smarter design = smarter feedback

 

1. More human than web forms

The main difference between these two methods of data collection is the human element used in conversational forms. Sometimes, users feel that they don’t want to share information which they consider to be personal.

With a machine, they may feel less confident about what will actually happen to the data they input and where it may be stored after they’ve provided it. Conversational forms help to overcome this apprehension. It’s done by making the data collection experience feel more like a friendly chat rather than an interrogation for information. 

There are steps conversational forms can follow to gain the trust of your users and make them more comfortable with sharing their information. This can include things like providing extra information within questions, indirect course corrections and more. 

 

2. Provide decision support

Unlike web forms, conversational forms can provide options and detailed information at each stage of the journey. The answers given in each field of the form are validated upon entry. This prevents the frustration users can experience when getting to the end of a form and not being able to submit it due to an incomplete field. 

This makes the system much smoother and more appealing for users to operate.

This can also be done on a wider scale. With functional chatbots able to not only respond to the choices made by users but also learn from these choices too, it paves the way for future improvements. 

For example, when a user requests the services of a chatbot, the bot may not be able to interpret what the user is asking due to colloquialisms or unusual terms and phrasing. 

Although the bot isn’t able to help that specific customer, they can keep this exchange of data and be programmed to provide a certain response should this issue arise with other users.

 

3. Create trust through conversation

Content marketing is already seen as a more trust-based method of marketing than traditional methods. We’re well aware cold-calling and email spam are outdated, but customers can still have some reservations about placing confidence in companies when handling their personal data. 

Conversational forms give a more intimate, human experience for users. They treat users with kindness and consideration through the use of colloquialisms, a polite tone. The chatbot even introduces itself before explaining as to why the user’s information is needed. 

This, in turn, results in customers enjoying a positive and pleasant experience with your company. 

 

4. Remove the need for CAPTCHA

Using conversational forms eliminates the need for those pesky CAPTCHA forms. 

These forms are common and you may have had the frequent struggle of trying to work out whether the warped figure is a B, D, P or any other letter for that matter.

There are several disadvantages to this CAPTCHA method of determining whether a user is human or a machine, like: 

  • Its incompatibility with disabled and lesser-abled users.
  • The fact it can be time-consuming and the text is often difficult to see. 
  • Its redundancy when users can respond and converse appropriately with a bot proves the humanity of the user. 

 

5. Smarter design = smarter feedback

Conversational forms provide a smarter design than that offered by web forms. All of the same vital information is collected ‘behind the scenes’ of the chatbot in a more dynamic and user-friendly manner. 

Once the chatbot registers this information, it uses the data to inform the following questions - tailoring the experience to each user and their answers. Users can also be asked to elaborate on points if needed. This increases the probability of the answer being at the desired level of depth.

To summarise, conversational forms offer the user a more personal and tailored experience than provided by the traditional web forms, along with a more user-friendly interface. Components such as the more amicable chat format and sleeker process make providing information less of a chore for the operator and make the experience feel more valuable and productive. 

Plus, statistics show that conversational forms are likely to convert 70% of people while those boring, static web forms will only convert around 30% of people. So, what’s not to love?

Now that you’ve discovered just some of the benefits of using conversational forms, why not dive deeper into the world of conversational marketing?

 

Find out more about conversational forms and their place in our Conversational Marketing Playbook

We’ve compiled a playbook which tells you all you need to know about how to implement conversational marketing in your business. From chatbots to HubSpot Conversations, we’ve covered it all in this essential guide.

Click the link below to download your free copy now.

 

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