It’s not the sexiest part of the digital experience yet it ties together much of the magic that happens behind the scenes… which enables powerful personalized content and top-quality digital experiences. Forms!
Forms are fact-finding missions that are invaluable for brands and retailers in order to paint better customer portraits and build better digital experiences for them. Yet online shoppers – and I wouldn’t hesitate to guess like 99.99% of all human beings – are not overly keen on filling out forms. They want to browse products, throw them into the cart, and stroll smoothly through a short checkout process.
Up steps Adobe Experience Manager Forms – an enterprise document and form feature of the best-in-class content management system. AEM Forms provides you with powerful capabilities of capturing and storing information, delivering personalized communications, and even track and protect any sensitive information.
It excels at building forms for opening a customer account, enrolling in services and benefits that a brand may offer, and managing communications, among other solutions.
So how exactly does Adobe Experience Manager Forms function?
AEM Forms feature a drag-and-drop functionality for previously created content and fields, both of which are integrated with back-end data sources. The only thing that you need to create is the name of the card, and add it to the top of the form. You can even reuse all the branding content that has already been pre-approved.
How about if you already have a PDF version of the form? There’s no need to use external tools or software to convert the file; AEM Forms will digitize it, allowing you to publish your forms at an even faster rate.
AEM Forms is also powered by the clever AI of Adobe Sensei that aids in the creation and delivery of powerful and personalized customer experiences.
How about heavily-regulated industries?
If you’re in an industry that is regulated more so than others, then legal is naturally going to be part of the process. Consider the banking and finance industry, which in fact is the industry that uses AEM the most. The dreaded terms and conditions documents are incredibly long, and take months to create. Yet with AEM Forms, you’re able to create a single master template for each and every card, so that you can scale across all your channels.
Following this, you can then design the application approval workflow – using the same drag-and-drop feature – so that the form goes through the proper channels, where it can be received, reviewed, and approved in real time.
And as for form abandonment issues – which plagues the form-filling community, poor fellas – Forms provides you with the ability to track and fix them by seeing who, where, and when people abandon the process of filling out the form. This is going to potentially improve your conversation rates by equipping you with enough data to retarget the form.
And finally, with AEM Forms you can carry out a/b testing in order to optimize your conversions – finding out particular form designs, formats and specific wording works best for overall completion rates. No more second guessing and semi-educated guesses when it comes to designing forms that you desperately want people filling in.