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 easy to complete 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 and encourage users to fill out the entire form.
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. The form optimization process involves continuously monitoring and analyzing user interactions to enhance online 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 field. 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. Tracking lead quality is crucial for optimizing these forms effectively.
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, consider using multi-page forms to break it down into manageable sections and 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 sign up form 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!
A good form conversion rate is a measure of the percentage of visitors who complete and submit a form on a website or landing page. The ideal form conversion rate varies depending on the industry, business type, and purpose of the form. However, here are some general guidelines:
For simple contact forms, a good conversion rate is around 10-20%.
For lead generation forms, a good conversion rate is around 5-15%.
For e-commerce forms, a good conversion rate is around 2-5%.
It’s essential to note that form conversion rates can vary significantly depending on the specific context and industry. The key is to continually monitor and optimize your form conversion rates to improve the user experience and increase conversions. Regularly reviewing your form analytics and making data-driven adjustments can help you achieve a good form conversion rate.
Mobile optimization is crucial for web forms, as more and more users access websites and landing pages on their mobile devices. Here are some best practices for mobile optimization:
Responsive Design: Ensure your form uses a responsive design that adapts to different screen sizes and devices. This makes it easier for mobile users to interact with your form.
Single-Column Layout: Use a single-column layout that is easy to scroll through on narrow screens. This layout is more user-friendly for mobile devices.
Large Tap Targets: Use large tap targets for buttons and form fields to make it easy for users to click and fill out the form. This reduces frustration and errors.
Mobile-Friendly Inputs: Use mobile-friendly options, such as showing a number keypad when a phone number is needed or an email keyboard for email fields. This streamlines the form submission process.
Testing: Test the form on different devices to ensure everything works correctly. This helps identify and fix any issues that could hinder form submissions.
By optimizing your web forms for mobile devices, you can improve the user experience and increase conversions, ensuring that your forms are accessible and easy to complete for all users.
The placement of a form on a website or landing page can significantly impact the conversion rate. Here are some form placement strategies to consider:
Above the Fold: Place the form above the fold, so users don’t have to scroll down to see it. This increases visibility and encourages more form submissions.
Prominent Location: Place the form in a prominent location, such as the top right corner of the page. This makes it easy for users to find and complete the form.
Sticky Form: Use a sticky form that follows the user as they scroll down the page. This keeps the form accessible at all times.
Pop-Up Form: Use a pop-up form that appears after a user has engaged with the content on the page. This can capture the user’s attention and prompt them to take action.
Testing: Test different form placement strategies to see what works best for your specific use case. This helps you find the most effective placement for your forms.
By placing the form in a strategic location, you can increase the visibility and conversion rate of the form, making it easier for users to complete and submit.
A/B testing is a powerful tool for optimizing form conversion rates. Here are some best practices for A/B testing:
Test Different Elements: Test different form elements, such as the headline, button text, and form fields. This helps identify which variations perform best.
Form Layouts and Designs: Test different form layouts and designs to see which ones lead to higher form conversions.
Form Placement Strategies: Test different form placement strategies to determine the most effective location for your form.
Statistical Significance: Use a statistically significant sample size to ensure accurate results. This ensures that your findings are reliable.
One Variable at a Time: Test one variable at a time to ensure that the results are not skewed by multiple changes. This makes it easier to identify what is driving the improvements.
By A/B testing different form elements and strategies, you can identify what works best for your specific use case and improve the conversion rate of your form, leading to more qualified leads and successful form submissions.
Accessibility is an essential aspect of form design, as it ensures that users with disabilities can easily complete and submit the form. Here are some best practices for accessibility:
Clear and Simple Layout: Use a clear and simple layout that is easy to navigate. This helps all users, including those with disabilities, to understand and complete the form.
Large Font Sizes and High Contrast: Use large font sizes and high contrast colors to make the form easy to read. This improves readability for users with visual impairments.
ARIA Attributes: Use ARIA attributes to provide a clear and consistent navigation experience for screen readers. This ensures that assistive technologies can accurately interpret the form elements.
Voice Input Option: Use a voice input option for forms that require substantial text entry. This can be particularly helpful for users with motor impairments.
Testing with Assistive Technologies: Test the form with different assistive technologies to ensure that it is accessible to all users. This helps identify and address any accessibility issues.
By making your form accessible, you can ensure that all users can easily complete and submit the form, regardless of their abilities, leading to a more inclusive and user-friendly experience.