How to increase forms’ conversion
10 design principles that I follow creating forms
I’d like to share some design principles I use for creating forms. These concepts have been discussed and explained numerous times, but revisiting them is always valuable, especially given the extensive room for improvement on the internet.
No optional fields
Since optional fields can be skipped without affecting form submission, they can be simply removed.
Shorter forms are always better for conversion
Information should not be hidden behind hover gestures
It’s very likely that forms will be used on touch devices
If tempted to hide information, it may not be that important and can be removed.
A large number of fields should be divided into groups
The human brain can comfortably handle a maximum of 7 items at a time. Grouping fields helps fill big forms with less stress.
7 items per group maximum
A huge number of fields should be divided into steps
Logically grouping fields on each step helps users focus on providing specific types of data
‘Save for later’ in this case is recommended
Fields’ sizes should correspond to the volume of data
Proper fields’ sizes help users understand how much data the form requires. Additionally, varying sizes visually divide the form and make it more rhythmic.
It’s all good for a quick scan of a form, which can positively affect form submission.
Radio buttons are for a choice of up to 4 options
A balance between the number of displayed elements and user-friendly selection
Replacing radio buttons with segmented controls cannot always work well
A dropdown is for choosing from 5 and more options
One element instead of a list of items saves space and avoids visual noise
It’s good to complement a long list dropdown with search functionality
Labels are always visible
It’s simply easier to view the name of the provided data rather than guessing what it represents
This is particularly crucial for forms containing more than 3–4 fields
Fields should be validated after they have been filled
A form never knows what a user is going to enter into until they actually do it
In some cases, switching focus or a timeout can trigger validation.
An empty field is not considered an error
Users can accidentally select a field, then move to another field, and ultimately fill the accidentally selected field as they progress through the form.
Empty field reminder works
Remember, there are always exceptions
I always assess how well each principle fits the case. It’s okay if the final approach doesn’t exactly match, as long as it benefits users and business goals.
Let me know which points seem most interesting to you. I will elaborate on them further with examples and details.
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