Since more sites are competing for shorter attention spans, there’s a trend in 2021 web design of businesses using questionnaires that help sort visitors to exactly the content they want right away. Compared to the old model of having them dig through pages of content to compare and make a decision, this new mode of web design treats each user as an individual.
Another thing this trend recognizes is user engagement—nobody really “likes” to fill in a form, and the more required fields the less likely they are to get filled in. But if the forms are multistep (only one or two questions per slide with animations between them), well-designed, and entertaining, don’t you think they’re more likely to fill it out?
This can be combined with progressive lead nurturing forms, which have a variety of fields like any other form, but only display a couple of them per visit. So on the first visit, you get the bare essentials, name and email. Next time around, the visitor (recognized by IP address or cookies) is prompted by that same form for their job title and industry. And different information the next time. It becomes like a series of new, fresh meetings, and the content to prompt them can be tailored to what you know about them.
When to use it?