The Ultimate Form Optimization Blog

Insight and analysis from the Zuko team to improve your form and checkout conversion

clients discuss form fields
Form Analysis: The Basic Principles

Advice on the basics of using data to analyse your web form or checkout

clients discuss form fields
Are discount coupon codes a good idea for your eCommerce checkout?

Best practice advice on the use of discount code fields in your checkout or form

clients discuss form fields
Should you use “Confirm Password” on your forms and websites?: A Case Study

We removed the requirement to confirm password on our registration form and increased conversion rates by 56%

clients discuss form fields
Should you use Captcha on your Web Forms?

We look at the effects of using Captcha on your forms and the alternative systems you can use

Zuko's Big Guide to Form Optimization and Analytics Cover Shot

Looking to improve your web form conversion?

Check out Zuko's Big Guide to Form Optimization & Analytics
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Form Analytics Glossary

An overview of form analytics terminology in a handy glossary

Five Techniques to Optimize Form Submission Speed and Completion

Customer experience agency Speero (formerly CXL) share 5 of their top form optimization tips

The 12 Most Effective Ways to Improve your Form Conversion Rate

Zuko's Top Tips to increase form conversion

How form behaviour has changed during the Covid crisis (and what to do about it)

User behaviour in web forms has changed in lockdown. We analyse how it has altered and recommend what to do about it.

Explore our form benchmarking data

We've crunched the data from millions of form interaction sessions. Found out how different industries and form types compare and how your form stacks up.

About the data

Find out more about the data we've used to go into our benchmarking study. Get a breakdown of industries, form types, browsers and device types. Click to see more.

Industry Benchmarking

Compare industry form performance across a wide range of form metrics, including average form completion rate, time to complete, and more. Click to start exploring the data.

Form type benchmarking

Compare the performance of different types of form, such as application, purchase, registration across a range of Zuko metrics. Click to see more on different form types.

Form performance metrics

Explore how different form performance metrics affect each other - for example compare the number of form fields with the average number of field returns. Click to find out more.

8 surprising insights from Zuko’s webform benchmarking data

Some handpicked highlights from our benchmarking data that may surprise you

Asking about Disabilities and other Sensitive Information in Online Forms

Do you need to ask users some sensitive questions in your online form? Here are a few pointers.

Form Benchmarking Data - Deep Dive into eCommerce

A detailed look at purchase forms in the eCommerce sector. We draw out key stats and learnings from Zuko benchmarking data.

Design lessons from high converting web forms

What can you learn from some of Zuko's highest converting webforms?

Zuko Benchmarking Data: Comparing Form Types

Some highlights from our benchmarking data, comparing different online form types against each other.

Is this metric 'bad'? Why accepted wisdom about online forms is dangerous

We discuss the perils of making broad statements about form analytics based on messy (but real) data.

Is my form conversion rate good?: Form benchmarking data - compare yourself to the market

Form conversion benchmarking data covering different markets and sectors.

Improve your Online Forms with Great Microcopy

Small text snippets in your online form can make or break the user experience. Learn from some good examples.

Eye tracking study - Date of Birth Fields

Read our findings from a joint Eye Tracking study conducted with Nudge Insights on various online forms asking for date of birth information

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Asking for credit card information online

Read our guide to asking for payment details online, including some best practice advice, and some common pitfalls to avoid.

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4 Lessons from the Tesco Online Checkout

Tesco's checkout makes some mistakes - learn from this so you can reduce your basket abandonment.

Making Online Forms More Accessible

Some tips on making your forms accessible to be more inclusive and easier to complete by everyone

Using Progress Bars in Online Forms

How can you get progress bars right to help your customers complete their form-filling journey? Advice & tips from the Zuko team.

A guide to using error messages correctly in online forms

Advice on how to make error messages in forms your friend and improve your checkout conversion.

How to stop passwords causing users to abandon your form

Best practice and mistakes to avoid in asking users to create passwords for your online form or checkout.

Should I use Inline Validation in my Online Form?

Inline validation can reduce user frustration and decrease your form abandonment rate. Read on to understand how to use it best.

Opt in, opt out and marketing preferences - Getting Customers' Permission

Opt in vs. Opt out email and marketing preferences - which method should you choose for your web form?

Asking for credit card information in online forms

Best practice and things to avoid when ask for credit card information online to help optimise your conversion rates.

7 Examples of Bad Web Form Designs

Improve your form performance by learning from the worst in this selection of bad online forms.

Why Drop Downs are Bad for Online Forms

We discuss why drop downs in web forms are problematic for users in almost all cases, and give you alternatives to try instead to optimise your form conversion.

Titles in online forms - how inclusive should you be?

Asking for a potential customer's Title can be surprisingly fraught with difficulty. How should you approach it to maximise your chance of conversion?

Research: Eye Tracking on Contact Details in Web Forms

What can eye tracking research tell us about best practice for requesting contact details in online forms?

Eye Tracking Research: Date of Birth fields in Online Forms

What Real Eye Tracking Data Taught Us About Asking for Date of Birth Information in Web Forms.

Research: Eye Tracking Employment Details Fields in Web Forms

A closer look at Santander, Halifax, Post Office and Little Loans webform analysis. Using sophisticated Eye Tracking technology, what can we learn from their mistakes?

What is Customer Success?

What is Customer Success and why is it important?

Why Instant Offices use Zuko

Read why Instant Office use Zuko to measure their forms' performance and increase conversion rates

Zuko is the world's most powerful form analytics solution

If you or a client has a form on their website that is a vital part of an online experience, then we can help make it better. Using data and insight, we can pinpoint areas for improvement and finally give you all the tools you need to make that experience the best its ever been.

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