Let's face it: People hate to fill out forms. The next time you're in a waiting room of any kind, look around you. If there is a person frowning, there's a good chance they have a form on a clipboard resting on their lap. Filling out forms can be frustrating and confusing. And insurance companies face an even larger hurdle than other industries because there are so many variables involved in determining a rate. It's for this reason that many potential customers shop online to research quotes. They are looking for an intuitive, quick way to get a quote without all of the frustration and cumbersome questions. Therefore, to satisfy these requirements, insurance companies should incorporate these and other best practices when implementing their online form design.
Remove all Optional Fields
The goal of the web form is completion in order for the customer to get the quote price, which should hopefully then facilitate interest. Let's remember what an online insurance customer wants: He or she is looking for something that won't take much time, can be done without too much divulgence of information, and is easy to understand. To alleviate any anxieties the customer might have when they start the form, make it a point to eliminate all optional fields, if possible. Optional fields will only give the user more to scan and will lower the chance of completion. Any miscellaneous information can be addressed once the user receives the quote.
Label Your Fields to Best Address Customers' Intent
When a user fills out an insurance quote form, they want to fill it out quickly, but they also want to fill it out correctly. An error could result in a higher rate or denial after all. You'll never hear a person complain about their insurance being too low. Therefore, the form should be laid out in way that best serves their interaction with the form, and a major part component of this will be the labeling of the fields. While top and right aligned labeling will encourage faster completion times than left aligned labeling, left aligned labeling may be better for accuracy as it forces more careful scanning. Still, as your quotes form should be simpler and devoid of advanced fields, top or right aligned field labeling would probably work best.
Ensure that the Customer Has a Clear Line to the Primary Action
In most cases, if you can, your quotes form will be on the home page, and it will not require multiple pages to fill out. Therefore, you won't need navigation buttons, a save button or a cancel button. You will then just have a primary action button, submit. As a result of this simple layout, it can be easy to dismiss the importance of the design and layout of the primary action button, but this is still the most important part of the form. If they don't click on the action, the form is useless. Therefore, make the submit button stand out and create it in a color that is different from the color of the form. It should be the first thing a user sees in the last scan line. If you do have secondary buttons due to multiple pages, differentiate them from the primary action button through color and include them after the primary action button to negate any confusion.
Form Design Software to Enable Good Design
The key to insurance form design is simplicity to encourage completion. Luckily, form design in itself does not have to be difficult either. Logiforms form design software delivers an intuitive platform to create the forms you want using these and other tips. For more information on how we can help you create the correct insurance forms you want to drive new business, contact us today.