Form design

Form design is a CRO discipline on its own. Every field, label, validation affects completion rate.

Principles

• Ask only what you need
• One field per line (not cramped)
• Inline validation
• Clear error messages
• Progress indicator for multi-step

Field count

Each added field drops conversion 5-15%. Email-only is the baseline.

Multi-step vs single

For 5+ fields, multi-step usually converts better. Shorter perceived commitment at each step.

Mobile

Use appropriate input types (email, tel, number) to trigger right keyboard.

What to do with this

• Audit every form field, each drops conversion 5-15%, cut anything not needed for the next step
• Use mobile-optimized input types (email, tel, number), wrong keyboard types add friction users feel
• Test multi-step vs single-step forms, multi-step often wins because each step feels lighter than the total
• Show inline validation, users fill forms faster when they see errors at the field, not on submit
• Pre-fill where possible (returning user, URL params), reducing typing burden lifts conversion meaningfully