Forms are a critical part of your digital experiences, driving conversions by turning site visitors into customers. However, even with all the advancements in web technology and AI, the average conversion rate for forms across the Internet is less than 5%. This is across all types of forms, from marketing forms used to generate leads and acquire new customers, to business unit forms used to enrol and serve customers.

Enterprises not only struggle to create on-brand forms but also to overcome high abandonment rates, which directly affect conversion rates. While your website offers an engaging experience with personalised content, all the value created is lost if your forms are ineffective in engaging your customers to drive conversion.

There is an opportunity to streamline creation, delivery and processing of forms to maximise efficiency, conversion and automation. However, organisations face three key problems in seizing this opportunity:

1. Slow and fragmented creation: Fragmented technology used across teams, including the DIY approach, results in long development and authoring cycles and siloed forms that are not on brand. There is also over-reliance on development and IT teams.
2. Low conversion: Ineffective forms lead to high abandonment and low conversion rates.
3. Complex automation: Building end-to-end integrated solutions that automate form processing and data handling is a complex process.

With the right strategy and technology solutions, organisations can unlock agility, efficiency and conversion. Join us at Adobe Summit to hear from our product experts and customers about how you can create outcome-orientated experiences with these three form strategies:

1. Choose an agile solution that meets all your needs.

Organisations manage a wide range of forms for multiple products, services and campaigns. Each form has specific data capture requirements, workflows, authors and styling. Without the right form solution, these diverse needs can add layers of complexity, preventing teams from transforming siloed forms into cohesive, on-brand experiences.

This is where agility and adaptability in a form solution become critical. It should offer flexibility to support multiple use cases, teams and evolving business needs. Adobe Experience Manager Forms adapts to your organisation’s needs, whether it’s IT teams helping with complex business unit forms or marketing teams trying to create simpler lead generation forms. Experience Manager Forms provides multiple ways of creating forms — including intuitive drag and drop user interfaces and document-based authoring.

With new generative AI-powered, agentic form generation, forms can be created and configured for submission options and business logic based on author intent using just prompts. With these capabilities, IT can focus on building reusable customised components, themes, templates and integrations that can be leveraged across multiple forms by authors from different teams.

Learn more about the impact that generative AI and other Experience Manager Forms innovations can bring to your organisation in the Adobe Summit session Adobe Experience Manager Forms: Top Innovations.

2. Increase conversion with engaging, optimised forms across channels.

Despite investing heavily in engaging content, companies struggle to drive higher conversion rates and turn that engagement into ROI. One major roadblock is the friction customers face in filling in forms. There may be too many fields, no clear call to action that matches the web page’s intent or slow load times. All these are contributing factors that can derail the conversion process.

Organisations need to turn these forms into easy-to-fill, guided and personalised experiences that can be completed using multiple channels and devices — including web, mobile and chat — to meet your customers where they are.

Experience Manager Forms solves this problem with:

• Headless adaptive forms: Create omnichannel forms using headless technology, allowing you to serve the form across channels from a single source of truth.
• Performant forms: Deliver and render performant forms with perfect core web vitals using Edge Delivery Services, leading to lower bounce rates and higher conversions.
• Form optimisation: Experience Manager Forms can auto-detect opportunities for increasing conversion rates on forms and offer suggestions for improving form layouts and design.
• User interaction analytics: Continuously optimise your forms for boosting conversion by monitoring the user interaction analytics on the form and providing insights.
• Multi-modal forms: Use web fields, conversational chat bots, interactions with an image or scanned documents to fill in a form.
• Adobe integrations: Planned integrations with Adobe Experience Platform and Experience Cloud will allow enterprises to serve forms as personalised experiences across the customer journey.

These innovations allow your customers to complete forms in their preferred way, eliminating all friction and boosting conversions. This approach enhances engagement, reduces abandonment and creates interactive, personalised experiences that drive higher conversion for your business.

Interested in learning how Experience Manager Forms helps build outcome-orientated experiences quickly? Sign up for The Future of Forms: Experience Success Across The Enrolment Journey at Adobe Summit.

3. Drive operational efficiency with an integrated solution.

Forms are a means to an end. They are meant to capture data for lead generation, account enrolment, business process automation and many other self-service use cases for your customers. These use cases require building end-to-end integrated solutions, for a successful outcome. Your teams are likely relying on complex customised code to build these integrated solutions. Experience Manager Forms offers many out-of-the-box connectors and capabilities that let you build an integrated solution faster for these use cases.

• Branding: The Experience Manager Forms integration with Adobe Experience Manager Sites means you can easily compose and deliver on-brand forms that are styled consistently with your web pages using unified composition.
• Security: We offer bot protection through CAPTCHA from multiple providers. We offer client- and server-side validation of data to not only prevent errors but also add an extra layer of security.
• Automation: We offer built-in Adobe Experience Manager workflows as well as integration with Adobe Workfront Fusion, Microsoft Power Automate and Adobe Marketo Engage to automate your business processes and marketing activities.
• Data processing: We have out-of-the-box connectors that allow storing form data in CRMs like Microsoft Dynamics, Salesforce or other systems of record — including submitting to REST endpoints for flexibility. Experience Manager Forms also includes the ability to integrate with your data endpoints to pre-fill data from a system of record for returning users.
• Business logic: We have a visual rule editor that can be used to add business logic to your forms, including dynamic behaviour based on user input. This also allows integrating with web APIs to populate options on the form, like drop-down lists.
• Optimisation and personalisation: Our integrations with Experience Cloud, including Adobe Analytics, allows you to continuously improve user experiences and personalise them for better conversion.

These capabilities help you to reduce your development effort significantly in building effective, integrated solutions for your marketing and business use cases.

Hear directly from our customers in the session General Motors redefines engagement and with Experience Manager Forms — and make sure to swing by our booth for exclusive insights.