Optimize your forms to reduce SaaS churn

How to use the technique

• Forms with 3 fields convert better and don’t add to churn because such a form is easy-to-fill and doesn’t require a lot of time. We have created a free churn optimization framework to help you with the necessary research for optimization.
• Start forms with easier fields such as title, name, email, etc.
• Use easy-to-understand and descriptive labels. Put labels above the field instead of putting them as placeholders inside the input box.
• Smartly use radio buttons and dropdown menu. Radio buttons work best when choices are less than 5 and dropdown box if choices are more than 5.
• Pre-select fields when possible. It makes it easier for users to fill the form. For instance, pre-select country based on users IP, using the postal address as billing address, etc.
• Address fears by letting users know how you'll use the information and how you'll not use their information. For example, let users know you have a SPAM policy and add a link to it right under the CTA button.
• Clearly describe error messages and provide feedback that helps them solve the errors. Highlight error fields so users can identify them and take necessary action based on the feedback.
• Remove captchas from your forms as they reduce form submission rate by 30%.
• Use multi-step forms if you have to ask several questions. Multi-step forms with guidance on what happens next is a perfect combination.
• Reduce the number of selection boxes and text areas to improve conversion rate and reduce churn.
• Use a descriptive CTA. It is best to clearly describe the benefit of filling the form to the users via CTA.
• Place form above the fold. This is a perfect spot for a form where it will get all the due attention.
• Optimize forms for conversions and churn by testing different variations on different landing pages. Don’t miss our churn optimization framework tailored specifically for SaaS companies

Mistakes to avoid

• Assuming short forms will always outperform long forms. It depends on the purpose of the form as well as the target audience. Again, test variations and see what works.
  
• Not using conditional logic to make forms easier to fill. Not all users need to fill all the fields. When a user doesn’t have to fill a field, hide it.