Adaptive Forms: Let Experience Win You Customers

Khushwant Sehgal
Jan 28 · 4 min read

John is looking to save money for his daughter’s college education. He searches the Internet for the best performing mutual funds and finds the one that suits his requirements. He visits the mutual funds’ website, where he is presented with a PDF form. He starts filling in the form. Meanwhile, his parents stop by for a visit, and he has to put the form-filling process on hold. Eventually, he forgets to fill the form and mutual fund company loses a potential customer.

In another part of the world, a similar situation with a very different outcome is occurring. Samantha is looking to buy a term insurance. She goes to an insurance aggregator website and selects a term insurance plan. The site presents her with an HTML form. While she fills in the form on her desktop, she gets a call from her boss. She puts the partially filled form on hold and goes to see her boss, and finally leaves for the day. On the way back home, she gets an email from the insurance aggregator to complete the term insurance form. The email contains a link to the partially filled form. She opens the form on her phone and starts filling it out from where she left off. She submits the completed form and the insurance company gets a new customer.

In today’s mobile first world, multi-channel, multi-device, and personalized experiences win customers. Samantha started her journey on a laptop and completed it on a phone. Customers today demand experiences that are optimized for a multi-device world, help them minimize the required effort, and are enjoyable to use. Large companies, such as financial services, receive thousands of leads every day. They will be widely successful if they can convert most of the leads into their customers.

Companies can move their paper-based processes to HTML forms to improve customer experience, improve the conversion rate, and grow their businesses. HTML forms can help track customer journeys, analyze customer behavior, and A/B test those forms to find best performing versions for different customers. Focusing on great experiences translates to improved conversion rate and successful (vastly profitable) companies.

“People buy and stick with experiences. They really matter and distinguish great from the rest. ” — Vishal Gupta, Manager, Product Documentation, Adobe

It is not easy to convert PDF or paper-based forms to HTML Forms. Creating forms for web, which can be accessed on devices of varied screen sizes, requires the complete rethinking of field layouts, navigation between sections, and integration with back-end services. Companies with hundreds of PDF or paper-based forms understand the value of digital and paperless forms but the effort and cost to convert existing forms to responsive, multi-device, and mobile ready HTML-based experiences is a deterrent to most of them.

However, there is good news for those who are really serious about giving their prospects and customers the experiences they deserve. Adobe has developed an AI-ML service that automatically converts a paper or PDF form to a beautifully adaptive form (Adobe’s version of enterprise class HTML forms). The service runs on the Adobe Cloud, so, you don’t have to manage any infrastructure or updates to the service. Moreover, the service can simultaneously convert multiple paper or PDF forms to adaptive forms. It saves you a lot of time and effort. You just have to connect to the service and experience the magic. The cherry on the top is that the service is available for free for AEM 6.4 Forms or later customers.

“ Customers are, more than ever before, looking for improving their Customer on-boarding experience. Automated Form Conversion service jump-starts the form modernization process. ” — Suvrat Chaturvedi, Director, Engineering, Adobe

Adaptive forms are responsive, interactive, and mobile-ready HTML forms. You can use these on any mobile device, desktop, laptop, or tablet. These forms have an out-of-the-box integration with Adobe Sign for e-signing. You can easily run A/B tests on these to find best performing forms for an audience. You can also integrate these forms with Adobe Analytics to measure and analyze the abandon rate for your forms and take corrective actions, track form fields where customers spent more time and optimize them, and much more.

So, what are you waiting for? Sign up for the service now. Feel free to reach me at @khushwantsehgal if you need to know more about the service, AEM, or adaptive forms. Happy converting!

Adobe Tech Blog

News, updates, and thoughts related to Adobe, developers, and technology.

Khushwant Sehgal

Written by

Senior Content & Community Lead at #Adobe for AEM. Adobe Certified Expert in AEM Business Practices. Postings are my own and don’t represent views of Adobe.

Adobe Tech Blog

News, updates, and thoughts related to Adobe, developers, and technology.

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