What is humor and approachability worth to your visitors?

There is a great review on the Dare to Delight blog about how digital marketing should be a conversation between an organization and its online visitors. The piece points out how humorous and approachable the sign-up form for Search Discovery's Satellite Tool is – a feature often neglected in creating forms. We started to wonder if this approach to the form could result in more visitors filling it out, at least compared to an uninspired version.

Though we have not specifically tested the effect of humor on form completions (but we would love to test it!), we have done a bit of testing on brand promises and trust statements. In one test, we found the presence of brand-enforced copy increased the completion rate for a form by 48% over the absence of that copy.

Maybe there’s something to this humor-infused form? We just may have to run some tests. The folks at Search Discovery tried it with a reference to MC Hammer – how would you use humor to fuel the conversation with your visitors? Or maybe you’re already tickling funny bones – how is it driving your conversions? Let us know what you think – we would love to hear about it.