Why your lead forms ruin customers’ user experience-Part 1

Friday 02nd, May 2014
in User Ex
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In this series we take a look at how users are at the mercy of bad web experience, why change is not forthwith yet and what it means for customers going forward. When it comes to web form end user experience, poor customer reviews are a dime a dozen. And we try to dissect not just the problem but also provide a solution


The very meaning of web experience in a constant state of flux. Concepts of the social customer, customer tribe value and life time value are now ingrained in marketers’ vernacular. But it’s far from an ideal world yet.

Let’s consider the online insurance for example. A typical RFQ is a few dozen fields long, a 30 minute to an hour’s commitment and it’s something that’s plain unavoidable.

Web users’ needs are not consistent, and that is something that’s completely ignored by insurers. Customers simply do not have the time or patience to fill out a long, drawn out and downright boring insurance form. They expect a fast, fluid and cohesive web experience; a step up from the dour paper pile encounter.

Take a look at a few we came across to get an idea of what we’re talking about.

First page

Take our word for it when we say they are all more or less the same.

All of them are excruciatingly long, contain a few hundred fields to be ‘carefully’ filled and the sight of one of these makes you groan in frustration. Let’s put ourselves in the shoes of a prospective insurance buyer who’s trying to get a simple, free quote for a car. The screenshot is of the first page that greets customers when they click on the buy or quote link on a major insurer’s site.




Second page

What do you think would go inside the mind of a prospective customer when he or she is visually assaulted by a sea of unyielding text boxes, radio buttons, check boxes and other input fields? The forms go on and on and on with seemingly no end in sight and isn’t exactly heartening either.

The point trying to be made here is that businesses like the above mentioned insurance provider need to embrace the fact their core customer facing web assets are omni-channel. The sight of such a cluttered form is an instant turn off for any potential customers.

Most customers would just leave without completing the intended flow of the request for quote. There is also the likelihood that technical problems on the customer or business side could halt the customer journey prematurely. Neglecting to acquire customer contact information as quickly as possible could lead to the loss of potential business for the provider.

Faced with a quandary between fulfilling business requisites or providing acceptable customer experience they are happy to sacrifice a cohesive and engaging web user experience in the pursuit of regulatory fulfillment.

Following page example

And with increasingly social savvy customers that they are, their displeasure is there for all to notice.

The fulcrum of positive customer experience should stem from the active need to create a positive dialog with customers, prospective and existing and not in the pursuit of a blind transaction fulfillment agenda.

In the forthcoming parts of this series we will look in at more detail at the ways the problem can be addressed and possible solutions. Drawing from a variety of real life customer experiences and Xerago’s own expertise the series aims to highlight the indispensability of good customer web experience in the world of e-business.

Keep watching this space…



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