Effectively reaching out to your consumer base requires some basic knowledge of the brain especially if you want to achieve better success rates with your online forms.
If you online form isn’t providing the insights you’d hoped for, perhaps you’ve misjudged how your target audience perceives the form itself. While you might place a very high level of importance on the data you gain from your online forms, it’s likely that your target audience sees them as a pain, a waste of time where they have nothing to gain. Your mental approach to the online forms and that of your target audience is not the same.
Try considering the mindset of your target audience. When a human being reads something, it affects the most primal part of the brain, as well as the part of the brain that developed later in evolution that controls emotion, and finally, the logical part of the brain.
Scientists refer to the most primal area of the brain as the reptilian brain. It’s the part that we share with almost all other animals and exists almost solely to keep us breathing, hearts beating and blood flowing. This part of the brain doesn’t process complex information, but roughly 95 percent of our simple, daily decisions are being processed through our reptilian brain area. We mostly make decisions based on instinct/impulse.
The emotional part of the brain is in the limbic system. Most mammals have developed the capacity to process emotion. We decide, within the limbic system, things that are pleasurable and things that are unpleasant. Once we experience something we like or dislike, the brain assigns an emotion to that stimuli for recall later. The limbic system has the capacity to completely ignore stimuli that evokes no emotion.
Most online forms appeal to a person’s logical part of their brain. The neocortex is the area where we plan out our daily routines and process logical thought. This area is the newest addition to our cranial area and allows us to make judgment calls based on the facts presented to us. Those of us who use our logical brains best are able to put off short-term satisfaction for long-term payoff.
When you create your online forms, you’re thinking the target audience will somehow be influenced to embark on the quick but unpleasant process of filling out your form. Unless your form can appeal to the reptilian brain, you’re probably pushing away the majority of people who see it.
What you need to remember is that each and every field you add in your online forms put your target audience a step closer to avoiding the task. Too many complex questions will irritate the reptilian brain and trigger alarms in other parts of the brain that will assign a negative emotional flag. What does this mean in a practical sense? Don’t ask questions on your forms that you wouldn’t ask a person to their face. Your forms should be easy to fill out and not trigger too many emotional responses.
Use language that is easy to read and understand. If a section of your form might have the potential to be confusing, use tooltips that will help guide them through it more easily.
Not everyone got an A in psych class in college, so don’t feel bad if you’re having trouble developing a form that speaks to the receptive parts of the brain. Leave it up to the professionals, like those at Blue Valley Telemarketing where the people developing your campaigns are experienced in generating the best response rates possible.