Web forms broker critical interactions between your business and your customer. Making it easier for your users to submit your forms, means more new users, more registrations, leads, and revenue.

There are a lot of ins and outs to effective web form design. The Logiforms’ Form Designer automatically adheres to form design best practices, which are proven to increase conversions from 10 to 40%

Get a Response. Create Stunning Web Forms.

Let’s look at some of the key form design principle that lead to better forms and higher conversion rates. We need to always keep in mind our objective: we want to the user to submit the form. So how do we design a good form that gets high conversion rates?


Keep it simple

People want to submit your form. Your job is to make it easy for them to do that. Remove distractions, remove any unnecessary fields, and keep things as simple as possible.

Illuminate the Path to Completion

Answer the user’s question, “How do I complete this process?” You can make the submit button big and bright. Provide instructional text that is clear and concise. Guide the user through the process and make the path to completion clear.

Read more about how to guide your audience to completion in our blog, 3 Tips to Illuminate Your Audience’s Path to Completion.

Consider the Context

The context of your form is important. Consider who will be filling out the form and in what context. The context will influence things like how questions are asked, which fields are needed, and how big and text size and form fields should be. Larger text. for example, helps to accommodates an older audience.

Also consider which questions you are asking. If your form is a contest, do you need to ask for an address? What’s the benefit of asking for an address? On an order form, an address field is necessary and a user will understand why you are asking for it.

On a contest or a survey, however, users may be hesitant to provide an address. If you think the user will question why you are asking for something, always provide a clear explanation of why and how the information will be used.

Simplify Your Form

Every form field on your form is a question you’re asking. For each form field the user has to stop, think, and formulate an answer.

By removing unnecessary fields from your form, you’re simplifying the process and making it faster and easier for your users to complete the form. Go through your form outline, and remove any unnecessary fields.

Use Two-Step Data Collection

It’s not always possible to remove fields from your form. We’ve seen dramatically increased completion rates when our clients use a two-step process to collect data. The idea is to ask the core set of questions first, and then after the form is submitted, ask a couple of follow-up questions.

This technique gives you the key information you need, which typically includes name and email. If the user does not complete the rest of the form, you still get the conversion and can follow up later.

We’ve found that users are much more willing to provide a couple of additional answers to follow-up questions after the initial submission. Follow-up questions tend to feel less invasive than form completion requirements.


  • Give your form a name that explains what it does and make that the title of the page. Users will often not read the introductory text, but they will read the title.
  • Break your form up into sections with clear titles. Give a short explanation of what you are asking for and why. Logiforms makes this easy with panels, groups, horizontal lines, and great layout control.
  • If your form is long and it has multiple topics, consider breaking it up into multiple pages.
  • If the form is long, but all the questions relate to one topic, a single, long form might be better. Use dependencies to hide and show fields.
  • Use clean and concise field labels that help the user to answer your questions.
  • Where applicable, use a conversational tone when asking questions. Remember, the form is a conversation between your company and your customer