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Form Design: Best Practices to Improve Conversions


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Slide presentation for the South Florida User Experience Meetup on Forms. Looks as login forms, form alignment, and best practices.

Published in: Technology, Business

Form Design: Best Practices to Improve Conversions

  1. 1. Form Design: Best Practices to Reduce Errors and Improve Conversions<br />Lauren Martin<br />
  2. 2. Design Principles <br />Keep it Simple <br />Avoid unnecessary text and inputs.<br />Focused Goal<br />It should be easy to see what needs to be done to complete the form.<br />Be Clear<br />You never know the context of the user, make sure things are very clear and unambiguous.<br />Constantly Communicate<br />Inform users about what’s going on when it happens.<br />
  3. 3. The basics of labels, errors and layout.<br />Login Forms<br />
  4. 4. Clear, Obvious, Concise<br />Set proper expectations by letting the user know exactly what you are looking for. <br />
  5. 5. Locate, Inform, Assist<br />Error messages should inform the user Where the error happened, What the error was, and How to correct it.<br />
  6. 6. Clean, Focused, Apparent<br />Focus on the point. Provide users with a clear call to action and next steps.<br />
  7. 7. Interface Surgery<br />
  8. 8.<br />
  9. 9. WordPressBlog Dashboard<br />
  10. 10. Alignment and Orientation <br />Examples From:<br /> Web Form Design <br /> by Luke Wroblewski<br />Layout Best Practices<br />
  11. 11. Path to Completion<br />Minimize distractions by removing unnecessary elements<br />The scan line should have good visual spacing.<br />Provide a single path throughout the form<br />
  12. 12.
  13. 13. Top Aligned<br />Positives<br />Cleaner scan line, means more rapid processing and less effort<br />Label and input field are adjacent<br />Allows long labels<br />Horizontal space for grouping related fields<br />Studies show highest completion rates<br />Good for familiar data<br />Negatives<br />2x Increased vertical space.<br />
  14. 14. Top Aligned Labels<br />
  15. 15. Right Aligned<br />Positives<br />Close proximity between label and input field<br />Good for varied label widths<br />2x faster to complete as left aligned labels<br />Reduced vertical space<br />Negatives<br />Left rag of labels makes scanning less efficient <br />
  16. 16. Right Aligned Labels<br />
  17. 17. Left Aligned<br />Positives<br />Easy to scan labels is good for unfamiliar data<br />Reduced vertical space<br />Good for forms with sensitive data where you want users to slow down.<br />Negatives<br />Label and corresponding field are not adjacent<br />Long labels extend gaps between labels and controls causing visual “jumps”<br />
  18. 18. Left Aligned Labels<br />
  19. 19. Buttons<br />56% of Submit buttons are left aligned with the form. While only 26% are right aligned and 17% centered.*<br />You do not need a cancel button. The user can navigate else where if they are not longer interested.<br />Secondary actions should be separated from the primary action. This can be done visually by making the secondary action a less prominent link.<br />The primary action should be to the left of the secondary action.<br />* Smashing Magazine:<br />
  20. 20. Examples<br />1. Primary Button, Secondary Link<br />2. Primary Button, Secondary Button<br />3. Primary Action on Right<br />
  21. 21. Redesign<br />
  22. 22. Forms are crucial to businesses and stand between the user and the companies product or service.<br />Improve Conversions<br />
  23. 23. How do you get to the form?<br />You should have a clear call to action on your homepage.<br />Use very clear links and leads. “Sign Up” is 2x more likely to catch your users eye over “Register”, “Join” and “Create Account”.<br />A signup link should be located in the top third of your page, preferably next to the login form.<br />
  24. 24. What’s on the form?<br />Users really do care about what your asking them.<br />For Example: Asking someone for their address is like saying, I’m going to send you stuff. If they are not ordering a product, this may immediately turn them away.<br />Context also matters. If I am just signing up for a clothing site, you should not be asking for my credit card number. If I am trying to purchase an order, then the context would be correct for purchasing information.<br />Try to keep it between 3-8 mandatory fields. Less is better.<br />
  25. 25. How is it organized? <br />Every form should have a name and a clear purpose<br />Always chunk information into logical groups<br />Each chunk should have a clear title summarizing the questions in that section<br />Try to avoid multi-page forms. However, if used always make it clear how many steps are involved and how far the user has gotten.<br />Use subtle visual cues like dividers to help group related content<br />Bold form labels for easier scanning.<br />
  26. 26. How are you helping them?<br />Provide hints and tool tips with additional information<br />Use examples of expected and allowed input<br />Use tip icons with rollovers and panels for explanations to the right of the input fields.<br />Use one line liner examples and info directly below input fields.<br />Highlight fields with errors, and display error messages in line or at the top of the screen.<br />Allow tabbing through the form and all controls.<br />
  27. 27. Improve your conversions.<br />Metrics should be used to measure completion rates, times, and issues.<br />Create multiple versions and do A to B testing to see which forms result in the highest conversion rates.<br />
  28. 28. Online Reading…<br />Smashing Magazine:<br /><br /><br /><br /><br /><br />Luke Wroblewski:<br /><br />Caroline Jarrett:<br /><br />
  29. 29. Off Line Reading…<br />Forms that Work: Designing Web Forms for Usability<br />By: Caroline Jarrett<br />$44.95 on Amazon<br />Web Form Design: Filling in the Blanks <br />By: Luke Wroblewski<br />$36 on Rosenfeld Media<br />