Designing Online Forms to Optimize Conversions and UX

Designing online forms is an integral part of user interaction with websites. Whether it’s for registration, making a purchase, or simply gathering information, forms serve as the gateway to many online actions. However, their design can be a crucial factor in user experience and conversion rates. In this article, we will explore best practices for designing online forms to achieve optimal user experience and increase conversions.

1. Responsive and Adaptive Design

Before delving into the details, it’s crucial to ensure that forms are accessible and functional across various devices and screen sizes. Responsive design ensures that users can comfortably complete forms, whether on a desktop, tablet, or mobile phone.

2. Minimize the Number of Fields

The golden rule is: less is more. The fewer fields a form has, the more likely users are to complete it. Only request essential information. If more data needs to be collected, consider dividing the process into multiple stages or pages.


Instead of a lengthy registration form, break down the information into steps such as “Payment Method” and “Billing Information.”

Ejemplo de número de campos
Example of number of fields

 3. Clear and Concise Labels

Field labels should be clear and concise. Avoid using technical or confusing jargon. Users should easily understand what is expected in each field.


Instead of “Unique Username,” simply use “Username.”

4. Strategic Action Buttons

Regarding action buttons, it’s crucial to give them descriptive names. Place them strategically at the end of the form, aligned to the left, following the user’s natural line of vision.


If a secondary button is required, ensure it is visually distinctive and occupies the second position in alignment.

Ejemplo de botón de acción
Example of action button

5. Logical Alignment and Natural Flow

Organize fields logically and follow a natural flow of information. Generally, start with basic information and progress to more specific details.


In a registration form, place the “Name” field before the “Address” to follow a logical sequence.

6. Use Good Validation Practices

Implement clear and specific validation messages. Notify users of errors or missing information before they attempt to submit the form. Avoid generic messages like “Error” and provide guidance on how to correct the issue.


If a user forgets to enter their email address, the validation message could be: “Please enter a valid email address.”

Ejemplo de mensajes de validación
Example of validation message

 7. Real-Time Feedback

Provide instant feedback as users enter data. This may include real-time validation for fields like passwords or checking the availability of a username.


When creating a password, display a strength meter to indicate the password’s quality.

8. Autocomplete and Autofill Options

Facilitate the user’s workflow by allowing them to autocomplete information whenever possible. This is especially useful for addresses, phone numbers, and other repetitive data.


Integrate the Google Maps API to automatically autocomplete addresses.

9. Attractive Design and Easy Navigation

An attractive design and clear navigation make users feel more comfortable and confident when completing a form. Use contrasting colours, legible fonts, and visual elements to guide the user’s attention.


Use distinctive colours to highlight the submit button and use icons to indicate different steps of the form.

Ejemplo de progreso
Ejemplo de progreso


 10. Security and Transparency

If collecting sensitive information, such as credit card data, ensure that your form is secure and clearly communicate the security measures implemented.


Include a padlock icon and a security message near the submit button to reassure users.


11. A/B Testing and Continuous Optimization

Conduct A/B tests to evaluate different form designs and determine which works best in terms of conversion. Continuous optimization is key; analyze data, gather feedback, and adjust the design as necessary.


Test two versions of a form, one with all fields on one page and another with a step-by-step layout.


Implementing these best practices when designing online forms can make a difference in user experience and your website’s conversion rate. Remember that every detail matters, and the key lies in empathy with the user, simplicity, and adaptability. A well-designed user experience not only facilitates interaction but also becomes a valuable asset in a company’s marketing arsenal. By adopting these best practices and maintaining a user-centric approach, businesses can build compelling experiences that not only attract users but also turn them into loyal customers.

At Itequia Design, we believe that the synergy between UX and marketing is the recipe for business success in the digital era. In previous articles, we have also discussed other functionalities, such as A/B testing, that also improve UX and retain customers.

Contact the Itequi Design team, and we will help you build a website fully tailored for optimal user experience!

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