5 Reasons Why Mobile Users Abandon Your Form

Written by Abby Nieten on February 24, 2015

Posted in Form Optimization, Mobile Forms

If your abandonment rate is sky-high, it might be because your form is not easy to fill out on a mobile device. Since more than half of all web traffic comes from mobile devices, you can count on the fact that people are trying to fill out your form on their smartphones or tablets. Formstack’s mobile optimization ensures that your forms will look great on any device, but you’ll want to make sure that you’ve built a form that mobile users will want to complete.

If mobile is a part of your overall marketing strategy, make sure you’re not committing any of the mess-ups in this “Mobile Marketing Mistakes” infographic. See the infographic now >> 

When it comes to form optimization, here are some common reasons mobile users give up on online forms:

Your Form Isn’t Responsive

Responsive forms create a customized user experience and keep your form as short as possible. Conditional logic allows you to show or hide questions or fields based on how users fill out a form. That way, they are only presented with the questions that are relevant to their situation. Mobile users won’t get stuck scrolling past questions that don’t apply to them. Here are step-by-step instructions on how to add conditional logic to your form.

It Asks Too Many Questions

Users’ patience for long forms on mobile devices is even shorter than on a computer. We’ve all been there: screens are smaller and typing is harder. Pare your form down to the bare essentials. Keep the process moving by reducing or eliminating required fields. If you absolutely must have a lot of questions, use two pages to give the impression of a shorter form. Also, consider A/B testing your form length to find the sweet spot between brevity for the user and data collection for your organization.

Long Answers? No, Thanks.

If your users are tapping away on their phones, they’re not going to want to complete an essay. Long answer fields can be helpful to have in certain forms, but they can get annoying on a mobile device. They also take up a lot of visual real estate. If you want to give your users a place to voice their opinion, try a short answer field instead.

They Keep Touching the Wrong Button

Your Formstack form is mobile-optimized so that people on any device can use it with ease. But your design choices may make it difficult for some users to make the correct selection. Use a vertical layout rather than a horizontal one when using radio buttons or checkboxes. Since your users can tap the text next to the button to make their selection, a vertical layout will give your users a little more room to work with.

There’s No Clear Value Proposition

If your customers do not believe that filling out your form will add value, why would they bother? Be sure that you are communicating your value proposition clearly. Explain what they will gain if they complete your form. Communicating value can be as simple as changing your “submit” button to “Click here to sign up” or “Get a free trial!” (Formstack guides you through the process of how to change your submit button on this support page.)

New to mobile marketing? Click below to read some tips specifically for novice mobile marketers.