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Chrome Autofill Is Your CRO Spirit Animal

Posted on 4.15.2015

Forms are essential for completing transactions - be they for merchants or publishers and there is an abundance of them on the Web.

Regardless of the progress made in practices such as conversion rate optimization (CRO), completing forms is still frustrating for users. Fortunately, there are some technologies and techniques that can make the form completion experience somewhat less tedious for prospective customers and potentially produce better results for CRO initiatives and your digital enterprise.

Several years ago, Google announced support for an "autocomplete" attribute in its Chrome browser. That support meant users of its Chrome browser, both its desktop and mobile browser versions, could quickly and easily fill out forms and essentially with just a click of a mouse or tap of a device.

Just last month, Google announced that Chrome now "fully supports" the autocomplete attribute for form fields according to the current WHATWG HTML Standard. This will allow website developers to label input element fields with common data types, such as ‘name’ or ‘street-address’ without changing the user interface (UI) or the backend.

With Google's desktop browser share at over 50 percent, and a growing mobile share (recently surpassing Safari by some accounts - see below), a quick modification of your form fields could do wonders for conversion rates.

Google published a demo at github and has provided specifications for label and name inputs for those who would have to implement support on their own, but the platform or system you're currently running (be it payment of information-centric - CRM, e-commerce, WCMS) may already have an existing integration that will enable forms (mobile or desktop) to instantly offer autofill support thanks to their Chrome browser.

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