5 ways multi part web forms can enhance user engagement.

10th June 2016

When it comes to web forms, it’s difficult to get that balance between capturing enough of the right information and putting customers off with too many questions. The release of Drupal 8 comes with the multipart web forms feature, a brilliant solution to this problem. Here at MMT Digital we have used Drupal on a number of our projects and so based on our experience, we have come up with five of the best ways this feature can be used. 

1. Don’t ask too much too soon

The multipart web forms feature allows a user to sign up to a website with minimal effort. As a user of a website, being presented with a huge long form raises alarm bells that you’re going to need to hand over all your inner secrets in order to gain access to a site. In the first instance, just gaining the minimum information you need to contact a user will remove these fears and build trust, therefore increasing engagement. Once you have that initial info, e.g. an email address, you can then re-engage with the lead to gradually build up the rest of the data you need. 

2. Use a mobile centric approach

According to a study done by Smart Insights on internet usage, the average adult is now spending more time on a mobile for internet usage than a desktop or laptop. This reiterates the importance of being mobile-centric throughout your digital platforms. Using multipart web forms within Drupal 8 allows a user's data to be saved at each stage, meaning that you can separate a long form into smaller parts that fit a mobile screen, no scrolling required! This is great news for the mobile user and it means they will be a lot more willing to hand over their details.

3. Make it personal

Personalisation is still such a hot topic within digital marketing, so why not add this to your web forms. A great feature of Drupal 8’s multipart forms is the ability you have to incorporate dynamic personalisation. Let's imagine a PA has been asked by their manager to sign them up for a conference, quite a common scenario, they’ve added their basic details but then they’re being asked whether they’d be interested in a list of similar events. This isn’t information they are likely to know so it means an unnecessary step for them and inaccurate information for the event organisers. Queue Drupal’s multi part web forms - by gathering vital information on who is filling out a form at the beginning, the steps that follow can then be tailored to the user. 

4. Analyse drop off points

Using the multipart web form approach, you can gauge when users are dropping off your site. This information will show you when you need to be re engaging with your users to try to determine why they dropped off and what you can do to get them back. 

5. Test, analyse, repeat...

By analysing behaviour and using personalisation, you can progressively enhance your web forms. This approach means you’ll know what’s working and what isn’t so that each iteration will increase your success rates. 

So there you have it, an overview of why we think Drupal 8’s multi part web forms are so great! We have a dedicated in-house Drupal team here at MMT Digital who are passionate about all things Drupal, so keep checking out our blog posts for more insights on the platform.

If you have any Drupal requirements that you would like to discuss with us, we would love to hear from you, so please get in touch.