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Form abandonment means when a user after initiating the process of filling an online form abandons in between without pressing the final submit button.
Here is one of our previous articles regarding form abandonment: Cart and form abandonment, bounce rate revisited with set of three WordPress plugins
In the article How to Reduce Order Form Abandonment and Increase Your Sales, author Lindsay Liedke suggests retargeting emails, using Exit Intent feature of OptinMonster, A/B testing forms, and making forms mobile-friendly. Also stressed is the importance of security. As per the author, “People abandon online forms in general for many reasons. In fact, 29% of people cite security concerns as the number one reason for leaving a site before submitting a form.”
So, it makes sense to have SSL certificate installed on your website even if not selling e-commerce products. SSL certificate is available for free from places like Let’s Encrypt and Comodo, which in fact many hosting providers are integrating into their hosting plans as part of offering SSL certificate free along with the hosting plans. Others like GoDaddy are charging a fee. One of the issues with free SSL certificate in case you intend to do by yourself is a mild learning curve but okay as the same keeps you in learning mode.
With SSL certificate installed, in addition to building trust that will let people submit forms thereby reducing form abandonment, there is a better chance (moderately correlated with higher search rankings) of showing your website on Google Search thereby increasing visitors through organic search.
Seek only vital information and avoid additional information. Also following this will lead to shorter form and so less probability of abandonment. For a newsletter form, it is perhaps better not to ask for phone number as many will abandon for the fear of spam calls. In the words of Lindsay Liedke, “The way you collect, use, and store user information is important, especially if your customers are in the EU.”