For forms with commonly understood labels, right-aligned is the next fastest, and recommended when page height is a constraint. Form guru Luke Wroblewski writes of a study that determined top-aligned labels result in the shortest completion times, due to the reduced amount of eye movement needed. Much research has been done on label location, yet this debate endures. Allowing for efficient, effective scanning is crucial to limiting errors or missed fields, especially when the form is intended to be filled out one time per person (ecommerce address forms, signup forms, etc). Even when filling out forms-though their creators might hope for full attention-the same rules apply. Jakob Nielsen told us long ago that users scan web pages rather than reading them carefully from top to bottom.
So, if it isn’t just making them shorter, how do we use modern technology to create the best forms? Let’s consider some new rules: In round two, he tweaked the original form for clarity and organization, but kept all 9 fields. Digging into the research, he discovered that the most engaging fields to users were the removed fields, resulting in a less compelling experience. Tasked with improving lead conversion on a particular form, he first cut the amount of fields from 9 to 6. In a presentation at Call To Action 2015, Michael Aagaard of Unbounce shared a study of similar focus. In this one particular case, yes, cutting the amount of required information by 64% made the form easier to fill out. Did they try different groups of 4 fields, for example? No. But this was simply one page, one test, two variables. Conducted nearly 10 years ago by Imaginary Landscape (an open-source web development agency), it shows how an 11-field form, cut to 4 fields, drove a conversion increase of 160%. And though this certainly seems logical-that less user effort will lead to higher conversion-this guideline fails to account for other factors such as which fields are used, how they’re designed, and how engaging the form experience is.Īs one example, the study I found referenced far more than any other, quoted as gospel in slew of articles and presentations, was shockingly limited. The sacred cow when it comes to form user experience is that shorter is better. Now, modern techniques-when used correctly-allow designers to produce faster, easier, and more productive form experiences. For many years, however, with few improvements to be found, forms have been mired in working “well enough” but not exactly well. It’s hardly hyperbole to say they’re the lifeblood of digital information sharing.
We fill them out to complete purchases to sign up for email lists, social networks, and more to participate in discussions and to describe that oh-so-delicious looking photo of our lunch. Every day, we use forms for essential online activity.
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