Forms that tell stories

Audio-sharing website HuffDuffer has been trialing the use of a new style of registration form that uses a narrative-based format rather than a typical form layout.

The fields behave exactly as they would in a typical form, allowing the user to tab between fields and displaying error messages, but the form looks like a ‘fill-the-blanks’ story.

The Luke W blog reports that a couple of US sites have been trialing similar forms. Initial A/B testing results show that these narrative-based forms increase conversion rates by up to 25%-40%, compared to a standard form. The thinking is that the laid-back, conversational tone and story-like presentation may be more inviting and engaging for users.

Narrative-based forms are not appropriate in every context though. Users often tell us that they expect financial services websites to be serious and formal – after all their money is serious business – so this more laid-back style may not wash with consumers in that context. Also, this style of form is likely to slow users down as they have to work harder to identify where the next field is and what they are being asked, so it could make filling in a long (and boring) form a frustrating experience.

This is an interesting approach and one to consider but be aware that it could have a negative impact on conversion if used in the wrong place, so think carefully before asking users to write out their life story on your website.

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