1. 1 Recommendation on test-drive and other contact forms

2. 2 Forms / Factors contributing to web forms effectiveness 1.Number of fields to be filled out. 2.Number of steps in multi-step forms. 3.Forms simplicity and readability. 4.Clarity of users intentions in filling out a form. 5.Appropriate order of data acquistion in a form.

3. 3 Forms / Number of fields During the tests over a few months, forms with lower number of fields always generated a higher conversion. Evaluation of the column form over the test period 11 fields 8 fields 4 fields

4. 4 Forms / Number of fields Conversion comparison of forms with various number of fields - exceptionally in april the form with a higher number of fields showed a slightly better conversion but results from all the other months proved that a form with lower number of fields provides more conversions. 2013T1.1T2.2 February 0,55%0,76% March 0,35%0,47% April 0,43%0,38% May 0,28%0,42% T1.1 T2.2

5. 5 Forms / Number of steps in multi-step form Multi-step forms with lower number of steps provide higher conversions T3.0 T3.1 2013T3.0T3.1 April0,50%0,66% May0,24%0,35% June0,34%0,47% July0,50%0,39% August0,35%0,43%

6. Forms / Amount of data necessary in a form A number of fields to be filled out is reduced to the ones that are necessary and reasonable from a user's point of view.: 1.A name (without a surname) – in order to be able to initiate contact (Dear Mr Jan, Dear Mrs Anna) 2.E-mail address – in order to confirm submitting the data through a form 3.Telephone number – necessary for Call Centre in order to talk through the details of a test drive In this case the task of gathering additional data about a client is moved to Call Centre - another step of contact process. This kind of simplification of the form didn't have a negative effect on the comfort of contact, neither the quality of service or number of conversions acquired.

7. Forms / Simplicity and readability of forms Each field should be described in a short and clear way, with no unnecessary texts - the less description of a field and texts in close proximity, the better effect. Below are examples of bad practices: Too long introduction

8. Forms / Clarity of users intentions in filling out a form The attempt of acquiring the "irrelevant" data from a point of view of a specific form and services/offer related to it causes a mental barrier: "I want to register for a test drive and they ask me about a sex?" From a point of view of a user the question about a sex is irrelevant in terms of a test drive

9. Forms / Appropriate order of fields/questions – - bad practice It is wrong to ask about personal details right at the beginning. A question about user's intention should be asked first so that he knows what he's leaving his data for, what is the aim of the form. Here’s an example of the form with bad practices. Firstly personal details Plans of purchase in 2nd place Choice of model and dealer at the end

10. Forms / Appropriate order of fields/questions – - good practice Choose model Leave your phone numer and we will contact you

11. 11 Forms / 4-step procedure of creating forms 1. Intention to complete the form first Users must know, why they should give us their personal data; 2. Minimum required fields with personal data Only 3 fields reccomended: Name; Phone; e-mail 3. Other requirements Agreements, other Must Have /Nice to Have information 4. Confirmation Thank You Page / e-mail notification

12. 12 Forms / Test Drive 1. Intention first

13. 13 Forms / Test Drive 1. Intention first

14. 14 Forms / Test Drive 1. Intention first 2. Minimum required fields

15. 15 Forms / Test Drive 1. Intention first 2. Minimum required fields 3. Other requirements

16. 16 Forms / Test Drive THANK YOU PAGE E-mail Notification 4. Confirmation

17. Forms / Mobile Test Drive form 1. Intention first 2. Minimum required fields 3. Other requirements

18. 18 Forms / Service registration 1. Intention first

19. 19 Forms / Service registration 1. Intention first 2. Minimum required fields 3. Other requirements

20. 20 Forms / Service registration 1. Intention first 2. Minimum required fields 3. Other requirements 4. Confirmation

21. 21 Forms / Newsletter 1. Intention first 2. Minimum required fields 3. Other requirements 4. Confirmation

22. 22 Forms/ Newsletter form on Price-list page 1. Intention first 2. Minimum required fields 3. Other requirements 4. Confirmation

23. 23 Forms / Model Newsletter Subscription 1. Intention first 2. Minimum required fields 3. Other requirements

24. 24 Forms / Model Newsletter Subscription 1. Intention first 2. Minimum required fields 3. Other requirements 4. Confirmation

25. 25 Forms / Model Newsletter Subscription 1. Intention first 2. Minimum required fields 3. Other requirements

26. 26 Forms / Model Newsletter Subscription 1. Intention first 2. Minimum required fields 3. Other requirements 4. Confirmation

27. 27 Forms / Model offer form 1. Intention first 2. Minimum required fields 3. Other requirements

28. 28 Forms / Model offer form 1. Intention first 2. Minimum required fields 3. Other requirements 4. Confirmation

29. 29 Forms / Model offer form v1 1. Intention first

30. 30 Forms / Model offer form v1 1. Intention first

31. 31 Forms / Model offer form v1 1. Intention first 2. Minimum required fields 3. Other requirements

32. 32 Forms / Model offer form v2 1. Intention first

33. 33 Forms / Model offer form v2 1. Intention first

34. 34 Forms / Model offer form v2 1. Intention first 2. Minimum required fields 3. Other requirements

35. 35 Forms/ Multi purpose form on campaign microsite 1. Intention first 2. Minimum required fields 3. Other requirements 4. Confirmation

36. 36 Forms/ Offer redirecting form 1. Intention first 2. Minimum required fields 3. Other requirements Form available after signing in, used by VGP Bank employees

37. 37 Forms / Car Configurator forms 1. Request a Test Drive 2. Your Config as a PDF file 3. Get the personalised offer at a dealer 1 2 3

38. 38 Kontakt / Zapraszamy do współpracy! Thank you!;-)