The 3 Ultimate Rules for Creating Web Forms That Convert

Discover the 3 ultimate rules for creating web forms that convert. Learn how to optimize clarity, simplicity, and adaptability to enhance user experience and boost conversion rates.
Corantin Le Vagueresse
24 May 2024
Blog
Les 3 règles ultimes pour créer des formulaires web qui convertissent

The Importance of Forms

Designing a form is a crucial step to ensure a smooth and efficient user experience. By following fundamental principles such as clarity, simplicity, adaptability to different devices, smooth navigation, and accessibility, you can create forms that not only facilitate the collection of information but also enhance the overall user experience. A well-designed form must be intuitive and easy to fill out, thereby minimizing frustrations and input errors. In this article, we will explore the key elements to consider when designing user-friendly and effective forms, from layout to field choices, including the importance of labels and submit buttons.

The Utility of Forms

Forms play an essential role in communication between users and businesses. They allow for the collection of valuable information, lead generation, facilitating registrations, and much more. However, for a form to be truly effective, it must be optimized. A well-designed form reduces friction and encourages users to complete their submissions, thereby increasing conversion rates.

Optimizing forms is essential for several reasons:

Reduction of Abandonment: A complex or overly long form can discourage users, causing them to abandon it before completion. By simplifying and clarifying the fields, you increase the chances of conversion.

Improved Data Quality: Well-designed and concise forms allow for the collection of more accurate and relevant data. Fewer fields mean fewer chances for input errors.

Enhanced User Experience: An intuitive and easy-to-navigate form improves the user experience. Users are more likely to provide their information if they find the process quick and effortless.

Accessibility: A form that is accessible to everyone, including people with disabilities, demonstrates an inclusive company attentive to all its users, which can strengthen loyalty and satisfaction.

In summary, an optimal form is crucial for ensuring a smooth and efficient experience, thereby maximizing conversion and user satisfaction. In the following sections, we will detail the best practices for designing such forms.

Design

Designing a form is based on several fundamental principles aimed at ensuring a smooth and efficient user experience. Here are some key elements to consider when designing a form:

  1. Clarity and Simplicity
  2. Device Adaptability
  3. Smooth Navigation
  4. Accessibility

By following these basic principles, you can design user-friendly forms that facilitate information collection and enhance the overall user experience.

Minimize the Number of Fields

It is recommended to minimize the number of fields in a form to improve the user experience. Too many fields can be intimidating, increase cognitive load, and lead to input errors. By limiting the fields to the essentials, you make the process faster, simpler, and more efficient. This also allows for the collection of accurate and relevant data.

1. Layout

Single Column

Opting for a single-column layout rather than a two-column one simplifies navigation and understanding of the forms. Although a single-column layout may be less visually elegant, it has been shown to facilitate user understanding, resulting in fewer errors and higher conversion rates.

Width

Ensuring optimal user experience requires careful consideration of the form’s width. An appropriate width maintains visual balance and comfortable readability for users. A form that is too wide can be visually overwhelming, while one that is too narrow can feel confined and difficult to read.

Ideally, the form’s width should be adapted to the length of labels and fields, considering the available space on the page. For online forms, a standard width is generally between 300 and 600 pixels, but this can vary depending on the context and design preferences. Generally, it is recommended to maintain a form width that allows users to easily navigate labels and fields without horizontal scrolling. This ensures a smooth and intuitive experience, thereby fostering user conversion and retention.

Grouping and Hierarchizing

Grouping fields in a logical order facilitates navigation and improves the user experience. By grouping related fields, such as personal information or communication preferences, users can fill out the form more fluidly and efficiently. This also reduces confusion and makes the process more intuitive, contributing to better user satisfaction.

2. Fields

Choosing the Right Fields

Opting for a single-line or multiline field depends on the nature of the information being collected. Single-line fields are ideal for short and concise responses, while multiline fields are better suited for longer and more detailed answers.

Dropdown List or Simple List

Choosing between a dropdown list and a simple list depends on the context and the number of available options. Dropdowns are more suitable when space is limited and there are several options to choose from, while simple lists are better for displaying a larger number of options or making them easily visible without requiring scrolling.

Generally, a dropdown list is chosen when the number of options exceeds six.

Label Above Fields

Placing labels above fields simplifies form reading and makes the entire form clearer for users. This avoids the need for users to scan in a Z pattern with their eyes, making reading more straightforward with vertical reading.

Always a Label

It is essential to include labels for each input field. Labels are descriptive tags that indicate to users what each field represents. Without labels, users can be disoriented and not know what information to input in each field. They also allow users to quickly understand the purpose of the field, thereby improving the form’s overall accessibility and usability.

Avoid Styles

Avoid using labels entirely in uppercase or serif fonts, italics, etc. These styles can make labels difficult to read and understand for users, especially in long sequences of text. Uppercase labels can seem aggressive and are often associated with warnings or titles, potentially misleading users about the nature of the field. Similarly, serif or italic fonts can reduce readability, especially at small sizes or on low-resolution screens. Opting for lowercase labels with a simple, clear font improves readability and understanding of the form, contributing to a better user experience.

Clear and Concise

Clear and concise labels facilitate understanding of fields in a form.

Help and Understand

Adding descriptions and placeholders in forms can greatly enhance the user experience. Descriptions can provide instructions on what each field expects as input. Requesting certain information can make the user wonder why it is being collected.

Meanwhile, placeholders offer concrete examples, helping users understand what is expected of them. This also reduces errors and frustrations, thereby improving the form’s efficiency and user-friendliness.

3. Button

Choosing the Submit Button

The choice of submit buttons is crucial for effectively guiding users. Generally, it is recommended to use clear and concise labels. If your brand guide allows it, use the first person. It has been shown that buttons including the first person have higher conversion rates.

Additionally, placing the button in an easily recognizable position, such as at the bottom of the form or next to the main fields, helps users find it quickly. Finally, ensuring the button is visually distinct, with a color or highlighting style, can encourage users to complete their action.

Maximizing the Impact of Your Forms

In conclusion, designing a form is an essential element to ensure an optimal user experience. By focusing on clarity, simplicity, and adaptability, you can create intuitive forms that reduce friction and increase conversion rates. Optimizing every aspect, from fields to submit buttons, minimizes input errors and abandonment while maximizing the quality of the collected data.

Adopting a consistent layout, choosing appropriate fields, and using clear labels are key practices for creating user-friendly forms. Accessibility should also be a priority, ensuring that all users, including those with limitations, can easily interact with your forms.

Ultimately, a well-designed form is a powerful tool for businesses, not only for collecting valuable information but also for improving user engagement and satisfaction. By following the best practices described in this article, you can design effective forms that meet your users’ needs while achieving your conversion and retention goals.

Find out how your company can benefit from Dialog Insight.

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