I think a lot of us (myself included) think of ways to do things that are easier for ourselves versus easier for our customers.
Here’s a great (not me) example. Derrick blows glass and he was invited to enter one of his pieces in a contest. He was sent to a website link for this contest so he clicked from his email. On the webpage was information about the contest and then a link to click on to sign up. So Derrick clicked again.
Two clicks in, Derrick thinks he is going to get to an online form… but it’s a pdf. He’s on his phone, which is how 50% of Americans now access the internet. All he can do is look at the tiny writing and think ‘I guess I need to get on a computer to do this.’
In addition to being on his non-pdf friendly phone, Derrick, like many of my non-business owning friends, however, doesn’t even own a printer anymore… and feels guilty printing personal stuff at work.
‘Why didn’t they just make it an online form?’ he asked me.
No doubt he will turn this in and someone will have to type his application into some kind of spreadsheet or database that will track all the artists entering the contest.
This what I think happened. The person in charge of the contest made the pdf of the application and sent it to the web department, saying “Can you put this online?” Because most website people feel like they should do exactly what someone asks or seem like they are being difficult (and because they are usually busy people), they took this statement to mean link the pdf on the website, not take 20 extra minutes and build a custom form that gets emailed to the right person or people.
Why I love forms:
- They work on mobile devices and regular computers.
- The answer goes to the right person in electronic format- less typing for you if you get a form submitted.
- The person filling out the form feels the immediate sense of accomplishment of having ‘done’ it.
- Forms can apply to all kinds of businesses and non-profits, service-based and product-based sectors.
Will Derrick eventually have an online cart? Of course. But for now he can take requests… and was able to process a $100 order from a woman two weeks ago he had never met via this form.
Can you create an interactive pdf form? Of course. But in terms of mobile friendliness/readability (not to mention impressive technology), consider converting that pdf on your website you want people to fill out into an online form!