Top 7 Best Practices for Your Form Pages

7 Best Practice Examples for Your Forms

Many websites create a form, wait for users, and hope for the best — only to end up disappointed by a lack of conversions. The reasons are often easy to fix: the form may be visually unappealing, confusing, or not clear enough. After all, visitors made it this far. There are likely some small nudges that could keep that momentum going and guide them in the right direction.

To help you out, we've put together 7 best form practices with real-life examples for inspiration.

Before diving into the best practices, here are some ways to ensure your forms convert at their best:

• Simplicity is Key: Don't overcomplicate things. Visitors are no strangers to web forms, so keep them straightforward. Just make sure you're only asking for what you truly need.

• Order the Form Logically: Think from the user's perspective, not from a data or backend standpoint. For example, it would be unusual to ask for someone's address before their name.

• Customize Your Forms: Incorporate your brand's colors, fonts, and visuals to create a consistent and recognizable experience.

• Review and Optimize: It's unlikely you'll create the perfect, highest-performing form right away. It usually takes some time to get it right. Continuously experiment with different form types and optimize each element to maximize your results.

• Don't Forget to Say "Thank You": Having visitors submit their email address is a big deal — after all, the inbox is one of the last truly personal spaces people have. We've seen how much showing appreciation to customers can improve outcomes.

1. Remove All Non-Essential Fields

Input fields are what make users fill out a form — but always remember the "Less is More" principle. When it comes to form design, the basic rule is that shorter is better. So minimize the number of fields as much as possible.

For example:

Expedia lost an estimated $12 million a year by asking one extra question (company name) in their booking form. Marketo also found that removing a few unnecessary fields reduced their cost per lead significantly. Every extra field in your form is a potential reason to lose a prospective customer.

2. Be Careful with Multi-Column Layouts

If a form has multiple columns, users have to scan in a Z-pattern, which reduces comprehension and blurs the path to completion. However, if a form is in a single column, the path to completion is a straight line down the page.

Place items that you want users to scan quickly into a single-column layout. The eye will move more naturally downward, making the layout easier to scan.

3. Use Short, Concise, and Descriptive Labels

Use short, concise, and descriptive labels (one or two words) so users can quickly scan your form. For example, Amazon's earlier registration form used too many words, which slowed completion rates. The current version has much shorter and cleaner labels — and it shows.

4. Give People a Reason to Use Your Form

Avoid generic calls to action like "Submit," as they give the impression that the form itself is generic. Instead, use button labels that reflect the specific action being taken when clicked — such as "Create Account" or "Subscribe to Weekly Offers" — and make sure your calls to action are high-contrast and easy to spot.

Your call to action should complete the sentence "I want to…" Avoid dull, vague button labels like "Submit" and replace them with something that reflects what the user hopes to achieve by completing the form.

A good rule is to answer "I want to…" from the user's perspective. For example, the call to action on a consultation form for a free session could be "Request My Free Consultation."

In one study, Unbounce found that simply changing "Start your free trial" to "Start my free trial" increased call-to-action clicks noticeably.

In another example, BettingExpert increased sign-ups by 54% simply by changing the form headline and call-to-action to better highlight why people should register.

5. Get Rid of the Reset Button!

These buttons rarely help and most of the time they cause harm.

For example, here is a screenshot of UPS's registration form. The call-to-action button is not only small, but it sits right next to a "Cancel" button — and that cancel button is designed and positioned in a very similar way to the "Next" button.

The risk of accidentally deleting all the information you've entered far outweighs the minor convenience of being able to reset. Most users are aware they can simply change what they've entered or re-enter information without needing a reset button. For this reason, cancel and reset buttons should be avoided.

6. Address Potential User Concerns with Reassurance Text

It's usually easy to anticipate what concerns might prevent potential customers from completing a form. For example, asking a visitor for their zip code when they're not actually placing an order can feel uncomfortable. You can address these concerns with brief reassuring statements placed inline, as a tooltip, or hidden within the form — something that clarifies why the information is needed.

7. Provide Success or Completion Status

Whatever type of form you have on your website, you should provide users with clear feedback on their current progress, success, or completion while they're filling it out. This keeps users informed and reduces uncertainty.

Use the examples provided here to inspire your form designs and incorporate the ones that work best for you.

However, keep in mind that what works for one brand won't necessarily work for another. The best thing you can do is keep experimenting and fine-tuning your forms until you find the right formula for you and your unique website.

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