Web & Digital Design
Creating User-Focused Forms
Get the most out of your web platform by designing forms that are optimized for conversion.
1. Less is More
As it goes with most design elements, the more you add, the more complicated things become. Think about sites you frequent such as Twitter, AirBnB or Instagram. Their intuitive designs inform you on what to do without ever really telling you what to do. That’s the kind of experience you should strive for in your forms.
2. Only Get What You Need
Consider the purpose of your form and stick to the information you need. If you want users to sign up for your mailing list, don’t ask them for their Twitter handles. If they’re making a purchase, don’t inquire about their phone number or the best time to reach them. The more irrelevant the questions, the less likely your customers will be to complete the process.
3. Include a Strong Call to Action
Increase website conversions by presenting a strong CTA which allows users to immediately know what is being asked of them. It’s a simple tweak that follows through on the ‘less is more’ idea.
4. Not Everyone is a Robot
Now that bots are commonplace throughout the Internet, there will always be a need to verify the identity of your respondents. But, let’s not go overboard with the validations—one is typically enough. The quality of your validation is also important, as most users don’t want to spend 10 minutes typing in a CAPTCHA that they just can’t seem to figure out.
Keep it simple. You should always strive to keep your questions short and sweet. The longer they become, the more convoluted your form appears. Try to whittle down any sentence length questions to one or two words and see how that looks. For instance, if you have a field that asks, “What is your email address,” why not simply put, “Email”. The result will be less words overall and a less intimidating experience for your customers.
6. Go for the Sale
Before anyone fills out your form, they’re going to need a good reason to do so. Make it interesting. Make it compelling. Make every word on the page count. The more authentic and engaging your introduction or sell is, the more likely customers will be to actually complete the task you’re asking of them.
7. Be Polite
If you are talking with a friend at the lunch table and they get up to leave, you’d say, “Goodbye,” right? That same level of compassion and politeness should be extended to your customers—especially if they just took the time to fill out your form. Thank them for their time and let them know you appreciate their efforts. It may seem like a small gesture, but they’ll be happier for it. You should also give a quick nod to let them know you received their input, as ambiguity is never fun when you’re taking time out of your day to submit an opinion or personal information.
So, there you have it. The next time you’re in the process of building a new site or just overhauling your current one, take into consideration every element you’re presenting to customers. Even the most common of page elements could make all the difference when it comes to impressing or infuriating users.