Conversational user interface is the new and popular digital interface that changes the way users interact with their devices. It enables effective, natural, and customized customer interaction. Plus, it can uncover what users think, create a significant database, improves proficiency and accuracy. Conversational interfaces have taken the web design world by storm and have led to new trends, one of them being the development of conversational forms.
Although traditional web forms are still popular, conversational forms seem to have a bright future. From now on, companies that need web designers will also have to find those specialists that know how to design conversational web forms and build amazing user experience. Staying updated with the latest web design trends and requirements such as mobile app development and using a comprehensive hiring guide are tools that can help companies find the right candidates faster.
Customer support tickets turn into engaging and effective conversations
Directing users to a tutorial, to the knowledge base or asking them to submit support tickets has been replaced with chat interfaces. Users who are inspecting a product or a service may require clarification about certain features or benefits and may need supplemental help through chat. Providing that on the product page saves them from having to navigate elsewhere in order to contact a customer support specialist.
Through customized questions and a general proactive approach, users get quick answers that solve their problems. It creates room for rapid, delightful and helpful customer interactions that improve user experience. Users are not treated anymore like ticket numbers as chat interfaces facilitate conversations between people who need solutions and the people who can help them. Instead of having information spread over multiple pages, users are funneled through conversational forms that provide only the details they need at a particular step.
Deeper personal connections through a customized user experience
Almost anything can be personalized from tone, gender, to the pace of speech. Conversational experiences need to be personal, high-quality, and to empathize with users. Interacting with conversational forms the way users would do with their friends is essential for engagement and retention. As an effect, users start to perceive devices as less than a machine, but more as a friend.
They provide more personalized answers through a conversational form, and at the same time, they receive customized answers that help them solve their problems faster. The below form by Codepunker has a customized submit button in order to look and feel like a natural conversation. Thus, its submit button copy says Where should I begin? instead of displaying a more general and dull message such as Submit.
No need for separate spam prevention measures
When using conversational forms, there is no need to have separate spam prevention measures such as CAPTCHA. Since users are able to take particular actions and be part of conversational interactions, this it’s proof of their humanity, so there is no need for CAPTCHA anymore.
Segment users quickly and provide a better user experience
Conditional sequences enable data collection and turn it into a valuable way to segment users. User segmentation helps UX designers understand the needs and the typical online behaviors of specific groups of people. As a result, web designers understand what best supports users’ needs and create relevant experiences and products for specific user segments to solve their problems. They will be able to provide guidance for users and let them know where they are on the website and what is expected of them.
Aside from conditional sequences, there is also the possibility to include specific calls to action based on users’ answers. Conversational forms guide users through everything they need to help them achieve their goals. Below, you can see an example of a search engine results form based on conditional logic – the output changes depending on what the user selects from several options.
Conversational forms decrease friction between users and screens
As one of the goals of web designers is to decrease the friction between visitors and screens, conversational forms will be the tool that does that. Low friction questions such as “What’s your name?” or “What’s your goal?”, image selector buttons to reduce typing, predictive questions, buttons offering specific answers targeted to the user, conditional logic to customize the questions on later steps, or closed intents are all elements that help decrease friction for users.
Building conversational forms is a huge shift in the way web designers think about and adapt to a new type of interface, which seems to become more and more popular. Perhaps the challenge for web designers will be to adapt to this new major change and start improving their skills when creating these interactive and modern web forms. The future of conversational forms is bright and it will be a time for more meaningful and pleasant interactions using the new technology, but it depends on how web designers decide to shape it.
Author bio:
Romy Toma-Catauta works in the marketing field and is passionate about writing on remote work, business, interior design, and psychology.
