Conversion Rate Optimisation (CRO)
Any of the points above will help users to complete your form with a minimum of friction. But there are some additional tips that will help support your form design’s conversion rate. (In this context, “conversion rate” means the percentage of users who submit the form rather than abandoning it.)
66. Emphasize benefits or value points
Even in short forms, users can very quickly lose an emotional connection to whatever initially motivated them to click through. Particularly in multi-screen forms and in submit buttons, remind the user of the benefits or value points associated with completing the flow. For example, in the signup flow for a book subscrition app, instead of using the button text “Sign up”, we could try “Sign up and start reading”.
67. Use progressive engagement patterns
Testing has shown that, in general, multi-step forms tend to convert better than single-step forms. This is possibly because the initial step is “smaller” and less threatening, encouraging the user to take it; and that, having taken the first step, users are then biased towards completing the process. So, to enhance conversion, consider splitting even simple forms into two steps.
68. Show a progress bar in multi-step forms
In any multi-step or multi-screen form, displaying a clear visual indicator of progress will encourage the user to stick with the flow and complete the process. It’s the equivalent of seeing the light at the end of the tunnel.

69. Use multiple choice options for easy progress
If data can be gathered by presenting multiple-choice buttons or links, then using this form of input requires minimal user effort, and means users are more likely to advance to the next step.

70. Use images for multiple-choice options
Even better, if those multiple choices can be represented using images or icons (think Buzzfeed quizzes), people are even more likely to engage with them and continue their journey through the form.

71. Don’t ask for people’s phone number.
People are significantly more likely to abandon your form if you require their phone number. Omit this request unless you truly need that information to deliver the requested product or service.

72. Use milestone submissions.
A milestone submission describes the point in a form where all the most important information has been gathered. For example, a conventional account creation process might go like this:
- First name
- Last name
- Email address
- Address
- Credit card details
- Create account
This means that the user only converts to account creation by completing the entire flow. However, by using a milestone submission, we can allow the user to complete account creation much earlier, with the other information being entered as a follow-up:
- Email address
- Create account
- First name
- Last name
- Address
- Credit card details
This means that, even if the user doesn’t complete all the information, the conversion to account creation has still taken place. Marketing and follow-up can then be adjusted accordingly.
73. Use subtle illustrations and iconography to aid understanding and build trust
Accompanying sections or labels with explanatory icons or illustrations can help people to more readily understand what’s they’re being asked for, and generally make the interface more friendly, aiding conversion. However, be careful not to make images too distracting: they should support engagement with the data entry process, rather than draw the user away from it.
74. Display social proof
Particularly in longer forms and checkout processes, displaying social proof from people who completed the same purchase can help encourage people to see it through. For example, “Amy bought a Designlab course and ended up changing to a career in design!” combined with a nice photo and quotation.
75. Don’t use security seals in flows that don’t include payment
Security seals like the one pictured below can help to build trust during a checkout process. However, if you display them even when no financial information is being requested, people are likely to abandon the form, since the seal gives the impression that payment will be required.

76. Use transitions between screens to slow things down
Sometimes, a multi-screen form can move on to the next step without the user noticing that anything has changed, particularly if the layout is similar. Introducing subtle animated transitions between steps can help to ensure that the user realizes the next screen has loaded.
77. Use clear signposting
Rather than using generic “Next” and “Back” buttons, write microcopy that gives clear information about the steps ahead. So instead of “Next”, you could use, “Continue to payment”. Although it’s more wordy, it creates greater transparency and trust, and a sense of progress replaces the threat of endless “nexts”.
78. During form entry, remove irrelevant navigation elements
Displaying your full navigation options during form completion—particularly in a multi-screen form—increases the chances that the user will either deliberately or accidentally leave the process. Therefore, consider removing your main navigation in areas like checkout flows.
79. Make your call-to-action bright and high in contrast
To encourage users to hit the prized “Submit” button, give it an appealing and vibrant accent color, and plenty of contrast with the surrounding content.
80. Once the form is successfully submitted, display next steps
After the user has completed the form, display a clear completion message explaining what the user can expect to happen next. For example, at the end of an application flow, a screen could be displayed with information about when the user will hear back.

81. Add your company’s helpdesk info, live chat, or a chatbot to help
Particularly in checkout or other sales-related flows, having a visible way to get immediate help might help reduce flow abandonment. It potentially gives you an opportunity to answer and resolve a concern in real time, where otherwise the user might have changed their mind and closing the tab.
Thanks for reading!
Part 1 of this guide is here. We hope you’ve found these tips helpful!
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