With licensing applications, the user is there because they think they have to be. There isn’t a competitive offer to tempt them, the reason for looking for the transaction is the fact that they believe they have no choice. So the first drop-offs you get from your process are positive – on reading the guidance offered, they discover that they do not need the Licence after all. Thereafter however, there is one cause that you don’t want, and that you can manage.
- Whilst it is of course of vital importance that a citizen without the means to complete a form electronically is offered an alternative, it should be of significant benefit to them and you to apply electronically if they can. Therefore the form must be engaging and easy to complete. If it is, the citizen is less likely to abandon and search for a print and fill form that they can post to you.