Forms are often the final step between a visitor and an enquiry, sign-up or purchase. Yet they are also where many people give up. Small changes to how a form looks and behaves can make it feel easier and more trustworthy. Here are ten practical tips.
Ask for less
- Question every field. Only ask for what you truly need at this stage. You can gather more later.
- Mark optional fields clearly. Or better still, remove them.
- Explain sensitive requests. If you need a phone number, say why and how you will use it.
Make it easy to complete
- Use clear labels. Place labels above fields and keep them visible. Placeholder text alone disappears when people start typing.
- Group related fields. Put name details together, then contact details, and so on.
- Use the right input types. Email and number fields can bring up the right keyboard on mobile.
- Keep it to one column. A single column is usually easier to scan and complete.
Handle errors kindly
- Show errors next to the field. Explain what went wrong and how to fix it in plain words.
- Do not clear the form. If something fails, keep what the person has already typed.
Build trust
- Be clear about what happens next. Tell people when they will hear back and link to your privacy information where appropriate.
A few extra checks
- Make the submit button specific, such as Book my call rather than Submit.
- Test the form on a phone, with a keyboard and with a screen reader if possible.
- Send a helpful confirmation message or email.
- Make sure every submission reaches the right person in your team.
Keep improving
Watch where people drop off, if your analytics allow it. Try one change at a time and compare results over a reasonable period before deciding.
A friendly form respects people’s time and makes it easier for them to say yes. If you want help improving the forms on your site, speak to the Northpeak team.
