Not at all 🏆
IDK how you did it, but you got a perfect score 🤓
If you’re having problems with conversions, it’s unlikely that form usability has anything to do with it.
So … what could it be?
The form page itself
Is the layout clean, or is your form buried in a sea of text and buttons?
Does the page clearly indicate why you’re requesting information, what the user should expect in return, and exactly what happens next?
Problems up the funnel
Are visitors landing on the form page before they’re clear about your offering and ready to move forward?
Does your site copy clearly convey the value visitors can expect from reaching out?
If you want a hand diagnosing those up-funnel opportunities, let’s connect on LinkedIn.
Let’s just say … there are opportunities to improve.
One or two usability violations aren’t the end of the world. It’s unlikely they’re costing you a significant amount of leads.
BUT it’s worth removing any potential obstructions from the precious moment of conversion. Then you can rest easy, and move on to optimizing your site’s messaging, structure, and design.
Here are the areas you could stand to improve:
Your visitors face a number of potential form usability issues.
This doesn’t mean that fixing the form will quadruple conversions. But there’s little downside to making sure it’s as easy as possible for your visitors to convert.
Here are suggestions for cleaning up your form a bit:
is a lot 😅
Reducing the number of inputs is likely the highest impact change you can make to your form.
Your form will look and feel easier to complete. Especially on mobile.
So for each form field, ask “Do I need this information now?” If not, remove it.
(You might start with .)
Then breathe a sigh of relief as you behold your new, lighter form 😌
Mark those optional fields!
If you can’t eliminate the optional fields, be sure to mark them clearly!
This works in your favor as visitors scan your form and ask themselves “How much of a pain is this about to be?”
Depending on which fields are optional, it’ll also reassure privacy-conscious visitors who would otherwise nope out.
Input label location
Put these above the input, like this:
This leads to faster form completion times, as visitors are able to scan the label and the input in a single glance.
Putting them to the side requires more eye movement 👎
Putting them inside the field means they’re obscured when visitors stop typing. If they get distracted or interrupted mid-form-fill, they’ll be lost when they resume.
Use a single column layout!
It’s easier for visitors to scan visually, and allows for consistent placement of labels and validation messages.
Error message location
Your form should accept phone numbers typed in any standard format, and as many nonstandard formats as you can manage.
Don’t make visitors guess whether hyphens are necessary or forbidden. Don’t splatter their screen with scary red validation messages because they typed a parenthesis.
(And of course, only ask for the phone number if you’re going to call them!)
Autofill city and state based on zip code
Typing your city is a pain.
Especially if you live in, say, Lake Chaubunagungamaug or Bellefontaine Neighbors. Especially on mobile.
Selecting a state from a dropdown selector with 50+ states and territories … is a pain.
Especially on mobile.
Ask for a zip code, pre-fill city and state:
Save your visitors some effort, and send the subtle message that you won’t be wasting their time. This sets the tone for the entire relationship that’s about to begin.
Add some action to that ‘Submit’ button
Your submit button is a key opportunity to remind visitors why they’re filling out your form in the first place.
The right copy here really can make a difference – but at a minimum, choose something more specific than “Submit” 😴
Nobody gets excited about “submitting”!
Make it an action word that points to what will happen next. “Get my report” is great for lead magnets. “Get pricing” is very powerful in the right context.
But even “Get in touch” or “Contact us” is better than “Submit”.
Submit button location
Put the button on the bottom-left of your form:
This makes it flow visually as visitors process the form one line at a time, left to right.
Let’s fix your form! And the rest of the funnel while we’re at it.
The first step is a brief conversation about your site, challenges, and priorities. You can book that right here: