In the world of marketing, the subscription form is one of the most effective strategies to collect information about potential customers of a brand. The creation
Formation has revolutionized the way market research is done because work that previously had to be done manually can now be done in no time thanks to automation.
However, like all things, the forms are also subject to change, especially in the legal field. Let's not forget that this strategy seeks to collect private and personal information from the audience, which is why the countries of the European community decided that the use of such information should be regulated.
Thus, the GDPR was born, a legal regulation that preserves the privacy of users to guarantee greater control over the use of data. Among other things, the regulation establishes that, for the processing of data, companies must previously obtain the explicit consent of the audience. This meant the need to change the way contact forms are created.
If you want to discover everything you need to know about it, we invite you to read this article where we are going to tell you how to create a really attractive subscription form respecting the GDPR rules.
Step by step to create an attractive form
Custom forms to collect data from potential customers offer unique competitive advantages to your company because it will help you segment your audience and send personalized content that is of value to your contact database.
In any case, in order to benefit from this powerful tool, you need to know how to use and plan each of its elements. Therefore, we are going to show you the step by step to prepare a high-impact form in the blink of an eye.
Includes an attractive offer
Visitors do not usually provide their data voluntarily. In order for them to do so, we must encourage them by offering something that is of interest to them. That is why it is extremely important that the offer provided to readers is clear and attractive, such as offering a free ebook, a free consultation, etc.
For the form to be striking, you could include a question that captures the user's attention, use clear and concise language , explain what you offer in great detail and do not abuse the number of characters.
Use images and videos
To personalize the contact forms and attract the attention of the audience, you could take advantage of the benefits offered by audiovisual content such as images and videos. In this case, remember that what you want to achieve is to encourage the visitor to leave their personal data, so the added images must be related to the products and services you sell, improving engagement .
Here, we must emphasize the fact that the attention span of users is short, so it is essential to arouse their interest in less than 1 minute if you want to boost CTR.
Add simple questions
A long, redundant form full of questions is a nightmare for the user who will decide to leave the page before completing the action. For this reason, it is essential to know that, although the forms are customizable, you must be aware of which are the primary data you need and which are not so important. In general, it is suggested that the form have a maximum of 5 questions that help create a general profile of the audience to segment it.
Also, you should pay attention to the way you create the questions to improve the user experience.
Keep the form updated
We suggest that you update the personalized form every two months, paying particular attention to renewing the fields so that the information collected is the most appropriate to your needs.
Run tests
If you want to find out what elements of your form are really working, you should carry out tests. In this way you can measure the results achieved by your old forms and test different types of content.
The goal, in this case, is to see what type of form attracts the most attention from the audience, changing the variables included, the format and how you present it. In this case, the key piece is the KPI or metric that will help you measure the results achieved by each form.
The key is the monitoring of the collected data
To achieve all the objectives you want to achieve with your contact form, it is essential to keep track of all the information collected to start studying your audience. In a short time, you will be able to use all the information collected to create an email with content that attracts the user's attention and redirect it to your store to encourage a personalized purchase.
Here the famous CTAs or call-to-action buttons come into play that will be in charge of leading the reader to comply with the action you want them to carry out.
Forms and GDPR: why optimize your forms following the regulations
Now, with the advice that we offer you, you will be able to create high-impact forms that will surely capture the attention of potential customers. However, as we mentioned at the beginning, this information collection strategy must comply with the provisions of the GDPR , that is, have the explicit consent of the user for the processing of their personal data, because, otherwise, you run the risk of risk of being penalized.
Indeed, we must point out that not complying with the regulations is a crime that will force your company to have to pay a fine whose amount can be truly high, up to 4% of the annual general turnover of your brand.
Stay compliant with GDPR with these helpful practices
As you may have noticed, complying with what is imposed by the GDPR is essential if you want to avoid sanctions that may affect your business. In any case, we want to tell you that you should not worry because optimizing your form is not a very complex task. By following the practical advice that we are about to indicate, you will be able to adapt this strategy to what is required by law in the blink of an eye.
transparency is essential
Transparency and clarity should be the keywords for your company. This makes it necessary for you to get your audience to trust you with regard to the processing of their personal data. As? Indicating how you are going to use them and for what purpose.
Being clear from the beginning not only increases your brand reputation, but also makes the visitor trust you more and wanted to voluntarily provide their private information by giving their full prior consent.
In addition, if for market analysis you are going to use the service offered by external companies and providers, you must verify that they comply with the GDPR regulations to avoid future inconveniences.
Complies with regulations without neglecting the design of the form
Now, however, compliance with legal requirements is essential, you must not forget that you must capture the attention of the audience, so the design of the form continues to be essential. As with all things, there must be a balance and balance for this information gathering strategy to be truly effective.
So we advise you to follow all the steps and suggestions that we offered you before to create a really effective high-impact form.
add checkbox
The GDPR decrees that you must have the voluntary consent of the user before using their data, so you must insert a checkbox to request explicit authorization to process their personal data. When the visitor clicks the box, you are granted permission to manage the data.
However, it is important to emphasize something at this point. It is the user who should click on the box. A default format that pre-marks authorization cannot be used. It is very important that it is the visitor to carry out the action. In addition, the privacy policies that the reader will authorize must be clear and specific to avoid confusion with cookies.
Implement double subscription (OPT-IN)
It should be noted that double subscription is not a requirement established by the GDPR. In any case, it is a more orderly and secure way to manage the use of personal data. We are referring to that process by which the user authorizes the processing of personal data and fills out the form so that they then receive a subscription confirmation email where verification of the email is requested by clicking on the added link. The OPT-IN will be the guarantee that your company needs before using the data from the contact database.
Don't confuse consent to terms and conditions with GDPR
The authorization to the processing of personal data and the consent of the terms and conditions are not the same thing. Both types of authorizations must be explicit by means of two different boxes . For this reason, we recommend that the two consents be visible separately and that they can be easily distinguished to avoid confusion and future sanctions.