Optimizing forms on a website is not only a matter of aesthetics, but above all functionality. What are the benefits of a properly designed form? It is a tool that can significantly affect conversions by increasing the number of users who fill out a form and submit their data. It is important to understand what elements affect the effectiveness of the form and how to adjust them accordingly.
Why optimize forms on the site?
Optimizing forms on a website is the key to increasing conversions — well-designed forms can significantly affect the number of RFQs. Users are more likely to fill out forms that are simple and intuitive.
Every element of a form matters — from the number of fields to how you communicate — which requires detailed analysis and testing. Besides Increase conversion, well-crafted forms improve user satisfaction. Reducing the number of unnecessary fields and simplifying the form filling process translates into a positive impression of the brand, which is beneficial in the long run.
Form optimization is a process that requires not only technical precision, but also an understanding of user behavior. Thanks to this, the forms become more user-friendly and efficient, which leads to better business results.
How to create effective contact forms?
An effective contact form should be simple and intuitive — so users will be more likely to fill it out.
- The most important are the fields such as name, surname, email address and message body; their clear structure is essential.
- Placing forms above the fold and using contrasting colors makes them more visible and attention-grabbing.
- The addition of the autocomplete function speeds up the process of filling the form, positively affecting the conversion rate.
- It is also important to test the operation of the form regularly - server errors can discourage users.
- The contact form must be well secured; applying reCAPTCHA protects it from spam, however choosing simple security options is crucial so as not to discourage users.
- Distinguishing the required fields from the optional ones by marking them with an asterisk increases the convenience of filling out the form. Action Button (CTA) should be contrasted against the background of the form, so that it is more visible and encourages action.
- On smartphones, using the correct HTML input allows you to display the correct keyboard, and the fields and buttons should be at least 48 pixels high to be easily clickable.
- It is also worth remembering the previously mentioned issue of minimizing the number of fields to fill out — the less personal data we require, the more people we will encourage to contact.
A simple and user-friendly contact form increases the chances of effective contact and building relationships with customers.
Minimize the number of fields in the form
Minimizing the number of fields in the web form deserves a separate section in this article. It is based on a minimalist approach, which significantly increases the chances of its completion by users. Having too many form fields leads to frustration — especially on mobile devices, where typing text is more time consuming.
Giving up unnecessary information allows users to focus on the most important questions, which speeds up the process of filling out the form. So it is worth removing unnecessary elements of the form so that the user can quickly and efficiently get to the point.
A popular approach is also the thematic grouping of form fields, which not only makes it easier to understand, but also to organize the data. In addition, a properly implemented autocomplete option reduces the time it takes to fill out forms and increases the certainty of the correctness of the data.
In this way, a well-designed form becomes more effective and the number of form abandonments decreases, which thus translates into a higher conversion of the contact form.
Use the appropriate types of form fields
Using the right types of form fields is a key part of optimizing forms on a website — it improves both the user experience and the quality of the data collected.
- A text field is a basic type of text field that allows users to enter data in a single line. We can customize its length, making it ideal for entering brief information such as name or surname.
- When an email address is required, it is worth using an “email” field. This solution not only allows you to enter email addresses, but also automatically checks the correctness of the format of the entered data, which significantly increases the quality of the transmitted information.
- When a form requires a choice of several options, the “radio” field becomes irreplaceable. It allows the user to choose one option from a group, which is especially useful when we have specific answers defined.
- However, when we want to be able to choose many options, the checkbox is perfect. You can select as many options as you want, giving you more flexibility in data collection.
- You can not forget about the “submit” and “reset” buttons. The first of them is used to send the form, while the second allows you to quickly restore the default values. This solution increases the usability of the form, allowing users to easily correct any errors.
With the right choice of form field types, users can fill out forms more efficiently, and we gain better data quality.
Optimize forms for mobile
Nowadays, when most of the traffic comes from mobile devices, taking care of the responsiveness and ease of navigation of the forms is essential.
One of the most important aspects of the optimization process is adapting forms to user behavior. The use of large and readable clickable elements minimizes the risk of accidental clicks, thereby improving user interaction with the form. To make the forms more attractive, it is worth taking care of their clear layout and intuitive navigation, which will further encourage you to fill them out.
Transparent communication with the user
Transparent communication with the user in the forms is nevertheless less important than the previously mentioned elements. A simple form of communication saves time and money, both for users and service providers. The more understandable the commands are, the less likely it is that the user will be alienated, which translates into a longer retention as a customer.
It is worth paying attention to the way in which information is conveyed in order to avoid negative formulations that can lead to misunderstandings. The introduction of clear instructions and error information in the forms significantly increases their efficiency.
To improve communication, you can:
- Place clear descriptions next to the form fields.
- Use friendly error messages that indicate what needs to be corrected — for example, if the password field is incorrectly filled in during registration, do not use the “Password contains errors” message. Indicate to the user what is specifically missing in his password — is it too short, does it not contain special characters, or maybe capital letters?
- Avoid overly complicated language that can discourage users.
Transparency in communication with users not only facilitates the process of filling out forms, but also builds trust and loyalty, which is beneficial for both parties.
Testing and analysis of the effectiveness of forms
Testing and analyzing the effectiveness of forms is a key step in website optimization — this is where we decide whether our efforts translate into real results. To achieve this, we must focus on several fundamental aspects.
The first step is to perform A/B tests, which allow you to compare the two versions of the form. This allows you to precisely determine which one brings better results in the context of conversion. It is important to limit the tests to only one variable — for example, the layout of the fields or their order. Only in this way can we determine exactly what affects the differences in the results.
Then it is worth experimenting with various factors, such as the number and type of fields, as well as their color scheme. Each of these elements can significantly affect the user experience and their decision to fill out the form. A well-designed form is one that is intuitive and does not require too much effort from the user.
Data analysis from Google Analytics and heatmap provides important information to help identify conversion issues before testing begins. The Hotjar tool, in turn, allows you to analyze the functionality of forms and user behavior, which helps to understand which elements on the page are clicked on the most.
By using these tools, we may collect data about how users interact with our forms. As a result, we have the ability to make precise changes that can significantly improve conversion rates. Remember that form optimization is a continuous process — regular testing and analysis are the key to success.
