Forms are the unsung heroes of conversion. They're the final step between a potential customer and a successful action, whether that's a newsletter signup, a product purchase, or a service inquiry.
But let's face it – forms can be a pain point for users. That's why it's crucial to design forms that not only look good but also convert well. In this post, we'll check out ten best practices that will help you create forms that users actually want to fill out.
The first rule of form design is simplicity. Every field you add to your form is another hurdle for your users to jump over. Ask yourself: "Do I really need this information right now?" If the answer isn't a resounding yes, leave it out.
For example, if you're creating a newsletter signup form, you might only need an email address. Adding fields for first name, last name, and phone number might seem tempting, but it could discourage users from completing the form.
Remember, you can always gather more information later. The goal is to make the initial interaction as frictionless as possible.
When it comes to form layout, single-column designs are often the way to go. They're easier to scan, simpler to navigate (especially on mobile devices), and generally lead to higher completion rates.
Multi-column layouts can be confusing and may cause users to miss fields. They also tend to break the natural top-to-bottom flow that users expect when filling out forms.
There are exceptions, of course. For example, you might use two columns for related information like first name and last name. But in general, stick to a single column for the best results.
Organizing your form fields into logical groups can make the form feel less overwhelming and more intuitive to fill out. This is especially important for longer forms.
For instance, if you're creating a checkout form, you might group fields into sections like "Personal Information," "Shipping Address," and "Payment Details." This not only makes the form easier to understand but also gives users a sense of progress as they complete each section.
Field labels are crucial for guiding users through your form. They should be clear, concise, and unambiguous. Avoid technical jargon or insider terms that your users might not understand.
Place labels above the input fields rather than to the side. This approach works better for mobile devices and makes the form easier to scan.
For example, instead of "Name," use "Full Name" to be more specific. Instead of "DOB," spell it out as "Date of Birth."
Where appropriate, use smart default values to speed up form completion. This could be as simple as pre-selecting the user's country based on their IP address or more complex like pre-filling form fields for returning customers.
However, be careful not to make assumptions that could lead to errors. For instance, don't automatically select a title (Mr., Mrs., etc.) based on the user's name.
Choosing the right input type for each field can significantly improve the user experience and reduce errors. Here are some examples:
Use dropdown menus for selections with many options (like country selection)
Use radio buttons for mutually exclusive options with few choices
Use checkboxes for multiple selection options
Use date pickers for date fields
Use numeric keypads for number inputs on mobile devices
For example, if you're asking for a phone number, use a tel input type. This will bring up the numeric keypad on mobile devices, making it easier for users to enter their number.
Nobody likes to make mistakes, but they happen. When they do, make sure your error messages are clear, specific, and helpful. Don't just say "Error" – explain what went wrong and how to fix it.
Place error messages close to the relevant field, and use color (typically red) to draw attention to them. But don't rely on color alone – use icons or bold text as well to ensure the message is clear to all users, including those with color vision deficiencies.
If your form is long enough to require multiple steps, show users where they are in the process. This could be a progress bar at the top of the form or a simple "Step 2 of 4" indicator.
Knowing how much of the form is left to complete can motivate users to finish, especially if they can see they're near the end.
Inline validation provides real-time feedback as users fill out the form. This can help catch errors early and provide positive reinforcement for correctly filled fields.
For example, you might show a green checkmark next to an email field when a valid email address is entered, or provide immediate feedback if a username is already taken.
Be careful not to be too aggressive with inline validation, though. Wait until the user has finished typing before showing error messages to avoid frustration.
Your submit button is the final hurdle between the user and a successful conversion. Make it stand out with contrasting colors and clear, action-oriented text.
Instead of generic text like "Submit," use specific phrases that reinforce what the user is getting, like "Start My Free Trial" or "Get My Ebook."
Also, consider the button's size and placement. It should be large enough to be easily clickable on mobile devices and positioned prominently at the end of the form.
Conclusion
Designing high-converting forms is a balance between gathering the information you need and providing a smooth, frustration-free experience for your users. By following these best practices, you can create forms that not only look good but also perform well, leading to higher conversion rates and happier users.
Remember, the key is to put yourself in your users' shoes. Every decision you make should be guided by what will make the form easier and more pleasant to complete. And don't be afraid to test different approaches – what works best can vary depending on your specific audience and use case.
With these tips in mind, you're well on your way to creating forms that users will actually want to fill out. Happy form building!