website form optimisation

Understanding form conversion rates

Forms are a critical part of any website, but converting visitors into customers can be challenging. With the right optimisation techniques, however, you can dramatically improve your form conversion rates.


Forms are an essential part of any website, providing a way for visitors to interact with your brand and make purchases, sign up for a newsletter, or complete other important actions. But, with so many forms out there, it’s crucial to make sure your forms are optimised for maximum conversion rates. In this article, we’ll explore the best practices for optimising forms to increase conversions and improve user experience.

Before you can optimize your forms, it’s essential to understand what form conversion rates are and why they matter. Form conversion rates refer to the percentage of visitors who complete a form on your website. Improving your form conversion rates means more leads, more customers, and ultimately, more revenue for your business.

Best Practices for Form Optimisation

  1. Keep forms short and simple. Long and complicated forms can be a major turn-off for visitors. Keep your forms short and straightforward, only asking for the information you need to complete the desired action.
  2. Use clear and concise language. Forms should be easy to understand, so use clear and concise language throughout. Avoid using industry jargon or complex language that can confuse visitors.
  3. Make forms visually appealing. Forms should be visually appealing, with a clean and organized design. Use contrasting colours and clear headings to guide visitors through the form.
  4. Offer clear explanations for required fields. Visitors should know why you’re asking for specific information, so provide clear explanations for all required fields. This can help increase trust and reduce friction during the form-filling process.
  5. Use progressive disclosure. Progressive disclosure is a technique that allows you to reveal more information only as needed. This can help reduce the overall form length and improve user experience.
  6. Make forms mobile-friendly. With more and more visitors accessing websites on mobile devices, it’s crucial to ensure your forms are optimised for mobile devices. This includes using responsive design, making sure all fields are easy to tap, and ensuring the form loads quickly on mobile networks.
  7. Provide clear next steps. After visitors complete a form, they should know what happens next. Provide clear next steps, such as a confirmation page or an email receipt, to keep visitors engaged and informed.

Test and Refine Your Forms

The best way to optimise your forms is to test and refine them continuously. Use A/B testing to experiment with different form designs and messaging elements to see what works best for your audience. Pay attention to your form conversion rates, and use the insights you gain to continually improve your forms and drive better results.


Forms are a crucial part of any website, and optimizing them for better conversion rates is essential for business success. By following the best practices outlined in this article, you can improve your forms and drive more conversions from your website visitors. Remember to test and refine your forms regularly to ensure they are optimised for maximum results.

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