Convert readers with a conversation instead of a form

by Carl Natale on August 21, 2010

I found a nice example of how to make your web forms more inviting.

Instead of simply presenting a mostly-white page with some boxes and terse labels, some sites create conversations with blanks for you to insert your information.

A while ago, I came across a unique registration form built by Jeremy Keith for his audio sharing site, Huffduffer. Though it asked people the same questions found in typical sign-up forms, the Huffduffer registration form did so in a narrative format. It presented input fields to people as blanks within sentences (Mad Libs-style, if you will).

via LukeW | “Mad Libs” Style Form Increases Conversion 25-40%.

You really should click through to see the examples. This is really nice. And the sites that use them claim higher conversion rates.

By framing the requested information in a message, the user can understand what is wanted. They see the context in which the information is interpreted. This seems less intrusive.

Also, if info is left out, the message won’t look so clean. It’s a lot friendlier than marking everything with red asterisks.

Why do you think this works?

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