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\u201cWhat happens next?\u201d is a common question users ask before they complete a form. They don\u2019t know exactly what will happen after clicking the submit button. Their uncertainty often prevents them from clicking it at all.<\/p>\n
A key way to boost conversions (throughout all of your marketing, not just your forms) is to set clear expectations for your customers. You can help them make a decision to move forward by explaining what will happen next.<\/p>\n
In this article, we\u2019re going to show you some important ways to set expectations for your users and customers. These simple techniques will make them feel comfortable about taking the next step with your brand (and all of them are easily managed in Gravity Forms).<\/p>\n
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[content_upgrade cu_id=\"14452\"]Free download: Landing Page Language Tips to Set Expectations[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]<\/p>\n
In order to set expectations, you have to inform users what will happen as they interact with your brand. You can do this by using clear language, providing timelines, and serving information on your thank you page and in your follow-up email.<\/p>\n
A great way to make your users and customers comfortable with your website (and your entire online presence) is to lay out what happens after they take action. They should always have a good idea what will happen before they click a link, read a page, or submit a form.<\/p>\n
For instance, let\u2019s say you publish an ad on Facebook for people to read your new eBook. You include a call to action that says \u201cLearn More.\u201d People expect to learn more about your eBook after clicking your link. But if your link sends them to a payment form, their expectations won\u2019t match what\u2019s in front of them. They\u2019ll bounce off your site right away because they weren\u2019t expecting to make a purchase.<\/p>\n
Explain what will happen before your users submit one of your contact forms or lead generation forms. Be absolutely clear with your language and imagery. Don\u2019t get lost in trendy marketing speak. Avoid phrases such as\u2026<\/p>\n
That type of phrasing seems powerful, but doesn\u2019t explain what will actually happen. Instead, opt for simple language, such as\u2026<\/p>\n
That type of language helps users understand exactly what will happen once they take the next step. Your form title<\/a> is a great place for this. You can also reinforce their expectations by using specific language in the call to action<\/a>. Avoid using vague words like \u201cSubmit\u201d or \u201cComplete.\u201d<\/p>\n This AirBnB landing page uses language well. The title and call to action are simple and straightforward.<\/p>\n Timelines make users and customers feel comfortable that things are working behind the scenes. It reassures them that you\u2019re taking steps to fulfil your end of the bargain, even though they can\u2019t see it. So whenever you tell them what happens next, give some kind of indication about when it will happen.<\/p>\n Shipping estimates are the simplest form of a timeline. You probably depend on these yourself. If you sell a physical product, it\u2019s important to tell your customers when they\u2019ll receive it. Even better: Give them a link to track their package so they can follow it every step of the way.<\/p>\n Timelines are useful if you provide a service, as well. Let your customers know when they can expect you to deliver the service. For instance, if you sell landscaping services, you might tell leads how long before someone reaches out to them by phone or how long until someone stops by to review the property.<\/p>\n Whenever you set a timeline, make sure you can meet it. Don\u2019t give overly optimistic dates just because you think that\u2019s what the customer wants to hear. It\u2019s better to under promise and over deliver. If you fail to meet your estimate, your users and customers will immediately assume the worst. You\u2019ll end up reassuring them by email or over the phone, which defeats the entire purpose of the timeline.<\/p>\n The landing page<\/a> where users submit your form isn't the only place you should set expectations. You should also help your users understand what happens next with a dedicated \u201cthank you\u201d page.<\/p>\n The thank you page is the perfect opportunity to explain the next steps and timeline in full detail. You already have the conversion at this point, so don\u2019t worry about being long-winded. In fact, details and specifics will reassure users that there\u2019s a clear process moving forward.<\/p>\n If you need the submitter to do anything on their end, the thank you page is the perfect time to give those instructions. For instance, you might need them to whitelist your email address, collect some data, or be prepared to answer certain questions for an upcoming phone call.<\/p>\n Your thank you page is also an opportunity to prompt the user to make more interactions with your brand. This Digital Marketer page may be succinct, but it does the job well. It thanks the user, tells them their product is on the way (what\u2019s next), tells them when they\u2019ll receive it (timeline), and then urges the user to grab an additional product.<\/p>\n In Gravity Forms, you can redirect users to any page<\/a> after a form submission. They will only reach the page if the form is submitted successfully.<\/p>\n![\"Set](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/02\/airbnb-copy.png\")
<\/p>\n2. Give a Reasonable Timeline<\/h3>\n
3. Redirect to a New Page<\/h3>\n
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<\/p>\n4. Send an Email Receipt\/Notification<\/h3>\n
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<\/p>\n![\"Gravity](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/06\/Gravity-Forms-Newsletter-1.png\")