10 Tips for Creating High-Converting Forms

When it comes to online forms, conversion is king. Whether you're collecting leads, selling products, or gathering feedback, the effectiveness of your form directly impacts your bottom line. In this post, we'll explore ten proven strategies to optimize your forms for maximum conversion.

1. Keep It Simple

The first rule of high-converting forms is simplicity. Every field you add creates additional friction that can drive users away. Ask yourself: 'Is this field absolutely necessary?' If not, remove it. Studies show that reducing form fields from 11 to 4 can increase conversions by up to 120%.

Simplicity is the ultimate sophistication. When it comes to forms, less is almost always more.

2. Use Single-Column Layouts

Eye-tracking studies confirm that users process single-column forms faster than multi-column layouts. The vertical flow creates a clear path for the user to follow, reducing cognitive load and improving completion rates. Single-column forms are also more mobile-friendly, which is crucial in today's smartphone-dominated world.

Single-column layouts provide a clear path for users to follow.

3. Group Related Fields

While keeping your form simple, organize related fields into logical groups. This creates a sense of progress and makes longer forms feel more manageable. For example, group personal information (name, email) separately from shipping information (address, city, zip code).

4. Show Progress for Multi-Step Forms

For longer forms, break them into multiple steps and show progress indicators. This reduces form abandonment by creating a sense of achievement as users move through the process. Progress bars or step indicators help users understand how much time they'll need to invest to complete the form.

5. Use Clear, Specific Labels

Field labels should be clear and descriptive. Avoid technical jargon or ambiguous terms. For example, use 'Phone Number' instead of 'Contact Info' and 'Create Password' instead of just 'Password'. This clarity helps users understand exactly what information is required.

6. Provide Helpful Inline Validation

Real-time validation gives users immediate feedback as they complete each field, rather than waiting until they submit the form. This prevents frustration and helps users correct mistakes immediately. Show success states with green checkmarks and provide clear, friendly error messages when needed.

// Example of simple inline validation with JavaScript
const emailInput = document.getElementById('email');
emailInput.addEventListener('blur', function() {
  const email = this.value;
  const emailRegex = /^[^s@]+@[^s@]+.[^s@]+$/;
  if (emailRegex.test(email)) {
    this.classList.add('valid');
    this.classList.remove('invalid');
  } else {
    this.classList.add('invalid');
    this.classList.remove('valid');
  }
});

7. Use Smart Defaults and Autocomplete

Whenever possible, prefill form fields with smart defaults based on available information. Enable browser autocomplete functionality by using standard field names. For returning users, remember their preferences and information to make future form completions even faster.

8. Design Clear Call-to-Action Buttons

Your submit button should stand out visually and use action-oriented text that communicates value. Instead of generic labels like 'Submit' or 'Send', use specific text like 'Create Your Account' or 'Start Your Free Trial'. Make the button large enough and position it logically at the end of the form.

• Use contrasting colors that stand out from the rest of the form
• Make buttons large enough to be easily tapped on mobile devices
• Use action verbs that communicate the benefit of completing the form
• Position buttons where users expect to find them
• Consider adding a subtle animation on hover to increase engagement

9. Build Trust with Security Indicators

Users are increasingly concerned about data privacy. Include trust signals like security badges, privacy policy links, and clear statements about how you'll use their data. For payment forms, display recognized security logos and ensure your form is served over HTTPS with a valid SSL certificate.

10. Test, Analyze, and Optimize

The most important tip is to continuously test your forms. Use A/B testing to compare different designs, field orders, or copy variations. Analyze completion rates, time to completion, and abandonment points to identify opportunities for improvement. Even small tweaks can lead to significant conversion gains over time.

Ready to put these tips into action? Epic Forms makes it easy to implement all these best practices with our intuitive form builder. Start creating high-converting forms today!