Design - Usability - UX Design

Increasing The Conversion Rate of Your Forms

No matter how big or small your website might be, the role of input forms cannot be underestimated. Forms can be used for a variety of purposes, generally to collect data from users and website visitors, such as contact forms, registration forms, and so on.

Since forms are such an important part of the overall website design, how does one design forms that convert well? In this article, I will attempt to answer this question and focus on aspects that you can consider when designing input forms with a high conversion rate.

Increasing The Conversion Rate of Your Forms

Keep it Simple

This is the golden rule when working with contact and registration forms. In general, you should omit fields that can cause even the slightest confusion among your users. Furthermore, even while labeling the fields in a form, be sure to use labels that are crystal-clear in terms of their meaning. For instance, the “website” field in the contact form is way popular, but is often unnecessary for most businesses. You’d be better off eliminating the “website” field from your contact form if your business does not need that info.


Remember, successful conversions can happen only when the given form is simple and avoids any confusion.

User-First Considerations

Considering the fact that the forms on your website will be used foremost by your own users, you should surely keep their needs in mind when designing the forms.

Broadly speaking, a good registration form is generally smaller in size with just the basic fields and questions. However, for forms such as sales pitch or contact pages, or even landing pages, you can consider keeping a longer one, especially because research has shown that such forms tend to perform better when longer. The logic here is simple: users who provide more information about themselves and their needs have a higher chance of conversion, so for sales leads and landing pages, having a longer form with optional fields can be a wiser idea.


Furthermore, be very sure that your input form has clearly-labeled fields. Nothing annoys a user more than form input fields that have missing or incomplete labels. Frustrated users do not convert well, so if you want a form with a good conversion rate, you should aim to make life easier for your own users.

Again, in order to label fields properly and avoid confusion, do not hesitate in going the extra mile. Place an asterisk before mandatory fields and state the same at the top of the form, or label optional fields accordingly, and so on. Even more so, whenever possible, use phrases such as “Your Name” and “Your Email” instead of “Name” or “Email”.


While it does not really fall within the jurisdiction of web design, website security has a great role to play in determining the conversion rate of your input forms. A website with SSL certification, as compared to one without such as certificate, stands a better chance of winning the users’ trust.


Thus, you should not overlook website security when designing your website. If this is just a simple “Get in Touch” contact form, an SSL certificate will obviously be overkill. However, if you are collecting information such as sales leads and registration information, or eCommerce signups, an SSL certificate is absolutely mandatory, along with other security measures to protect your users’ data as well as to project your business in a good light.

Improvise and Innovate

When designing web forms, you have the liberty of innovating in order to achieve better results. For instance, instead of placing field labels directly above the input field, you can consider side-by-side field labels, right alongside the input field. This can enhance the UI of your contact form, and also make it more aesthetically pleasing.


Similarly, by implementing design innovations and making your forms look eye-pleasing, without sacrificing usability, you can further improve the conversion rates within minutes.


Almost every designer designs several input forms on a regular basis. Even if you let of sophisticated forms such as registration forms, landing pages, sales leads, etc., every average website still has a contact form.

Therefore, designing a contact form is not rocket science. It is a fairly simple process, but it does require some careful thinking, especially in terms of usability and appearance. Conversion rates tend to depend on a multitude of factors, but the overall user experience of your input form can play the decisive role.

If your web form fails to respect the needs of the concerned users, the conversion rates will be dismal and below par. By taking some extra measures, such as the ones suggested above, you can ensure that your web forms have a good conversion rate, and are not victims of poor design.

What do you think of these suggestions for boosting the conversion rates of your input forms? Share your thoughts with us in the comments below!

Image Credits: karinavans | David Goehring | Sebastian Wiertz | Aaron Gustafson

About the author

Writer; coffee-lover; best-selling author; editor of The Globe Monitor; blogs at Code Carbon. Learn more about my works, follow me on Facebook or Google+.

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1 Comment

  1. I think the amount of thought and effort that goes into designing an contact forms, sign up forms, and forms in general is greatly under estimated! I enjoyed this article for this reason.

    Personally, one of the unexpected challenges I face when designing forms is “what information are we actually trying to collect”. For some projects, it’s very simple: e-mail address, maybe a password. No big deal.

    For other projects, it becomes a question of necessity, content, and the goals of the project you’re working on. Never underestimate the scope of forms! :)

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