Optimizing webforms pt1

Web forms

Optimizing forms is a high-impact activity. On most websites forms are very close to — or directly tied to — final conversions. So, form optimization can lead to great growth. Higher completion rates = higher profit.

  • Sign up forms
  • Checkout forms
  • Payment forms
  • Quote request forms
  • Lead generation forms

As designers and optimizers, it’s our responsibility to embrace the power of forms, to optimize them, and ultimately to get higher conversions out of them.

Forms facilitate conversation between a person and a company. It helps to think about organizing the structure of a form as a conversation. Consider the following scenario.

When we look at forms, our top goal as optimizers is to reduce friction. Here are some of the top ways to do it:

1. Set clear expectations

A big way to maximize conversions and user satisfaction is to manage expectations. If you’re transparent up-front about what’s going to happen — e.g. first some personal details, then payment info — then there’s less chance the form-filler will be (negatively) surprised when this happens.

  • “Takes only 20 seconds” –> expectations for how long it takes to fill out a form
  • “Fill out this form and get instant access to X” –> expectation setting for what comes next, the more desirable this “next” is, the more people will proceed

2. Minimize the number of form fields

This is one of the easiest things you can do and it can have a significant impact on form completion rates. Each additional form field increases friction. By doing away with them, you’re undoubtedly reducing friction.



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Ukaigwe Okechukwu

Ukaigwe Okechukwu

full stack Growth marketer obsessed with building growth engines and iterating experiments to optimize the AARRR spectrum for startups (consumer-focused,B2B)