5 tips to make web forms that improve the conversion

5 tips to make web forms that improve the conversion

Web forms are the last obstacle that site visitors must overcome before signing up for a newsletter or making a purchase. Even if the improvements made in the design of the web forms seem to be small, they make a big difference in the final result of a company.

No company wants to put obstacles when it comes to doing business. Companies always seek to please buyers and make things easy for them at the time of buying or interacting. Web forms, even well-designed ones, often stand between the customer and what the customer wants. If a buyer, for example, wants to buy a pair of jeans from Levi’s store, he will have to get through Levi’s checkout form first.

With this in mind, here are five suggestions that should be used to increase conversion rates, whether a sale or a simple registration is being processed:

1.-Ask fewer questions

The purpose of any web form is to collect information, such as name, address, shipping information, billing information, and more, much more. However, we must avoid the temptation to ask for more than what is really needed.

A classic example is “How did you hear about us?” This is a fairly simple question intended to help the marketing department determine how a buyer got where he is. But it is one more question on the path of conversion. And it is something that can be answered with analysis or another follow-up procedure, instead of a question on a form. The key is to get the information you need as soon as possible.

2.-Be specific about what you want

Each time a user encounters a form, the user must take a position on what information the form is looking for, if it must provide the information, and how to do it to provide the information. Although this takes less than a second, it is important to be as clear and specific as possible when labeling and organizing the form.

“Use field labels that are clear to the public to understand so they must be clear and descriptive, but also short. If extra clarification is needed, it is better to use contextual help instead of an extensive label, “wrote Lora Edwards of Maxpoint Interactive.

You also have to take into account where the labels are placed. Lucas Wroblewski, author of the book Web Form Design: Filling in the Blanks  , suggests the system of “top-lined” because it is easier for users to analyze.

3.-Create a clear path

In his book, Wroblewski also points out that there must be a clear path of entry for a web form, so that a user knows exactly what to do. This path must be visually recognizable when we look at the form and it should be clear when a user moves from one field to another. Notice the clear path in the shape of Levi’s box.

4.-Provide Help and Feedback

There is almost nothing worse than having a user complete a form and then rejecting the presentation because some information data is in an incorrect format or some fields were overlooked. The experience is that the user must repeat the processing and complete the form.

Instead of letting this happen, provide help and validation of the form during the filling. This help can be a bit of text that explains the format that a form entry should have or could explain why the information is needed.

An excellent example of help can be seen on eBay, when a seller must make a list of a product. The form includes a help column on the right that does not interfere with the route, but provides information when necessary.


The complexity of a form and the objective can have a significant effect on its performance and ease of use. Therefore performing tests on it is important. Monitor, for example, the conversion rates of a confirmation form when you have aligned the labels above, then you can change and monitor when the labels are aligned to the left and compare if there was any change in the conversions. Do the same with the way of realization and other aspects of the form, in order to optimize it and find success.