The Ultimate Form Optimization Blog

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

clients discuss form fields
Form Optimization Checklist

A cheat sheet to help you maximize your form's conversion rate

clients discuss form fields
How to Improve Form Conversion using Copy Nudges

A webinar session that discusses how you can use copy to increase your form completion rate

clients discuss form fields
SEO vs. CRO for Google Search Impact

Discover the difference between SEO vs. CRO to help you maximize Google Search impact

clients discuss form fields
How to Track Forms Using GA4

Learn how to track basic form behaviour metrics with Google Analytics 4

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

We wrote the book on form optimization!

"The best book on form design ever written - 80 pages of PURE GOLD"
Craig Sullivan, CEO, Optimise or Die
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(No email needed)
Evaluating the Power of UX in Digital Marketing in 2023

Discover the importance of user experience for the entire digital marketing strategy and learn how to measure your UX performance

Form Design: Tips and advice to optimize conversions

Best practice form design patterns and processes to improve user experience

Boost Your Student Leads: A Comprehensive Guide to CRO for Higher Ed Websites

How to Improve Conversion Rates on your Education Forms

Free UX, CRO, Ecommerce and Experimentation Images

Pictures to use for your optimization, A/B testing, analytics and UX blogs

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.

Form benchmarking pie chart
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.

Form benchmarking bar graph
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 benchmarking line of best fit
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.

What is Conversion Rate Optimization (CRO) and how does it apply to forms?

An overview of CRO and how you can use it to improve your website's user experience

Components to A/B Test in Your eCommerce Checkout

We look at which checkout elements you might want to test to improve conversion

Common problems on Forex registration forms and how to fix them

Foreign exchange trading forms are complex. We share advice on how to make their UX better.

The Pros and Cons of Pop-Up Web Forms You Should Know About

Want to learn how pop-up web forms can make a difference to your company? We share the pros, cons, and top tips of the format

How checkout form experience influences conversion rate

Tips and advice on optimizing your checkout process

Using Marketing Automation to Optimize Forms

A Show and Tell where we discuss how marketing automation can improve the form journey

Is the Shopify One Page Checkout Better than the Multiple Step One?

We look at whether the new Shopify single step checkout format is worth using

Everything You Need to Know About Nonresponse Bias and How to Overcome it

Why form surveys can fail to get a representative response and suggested ways of dealing with this

Learn how to use data to identify and fix the UX problems on your form

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Mastering the Checkout Experience: 22 Examples to Learn From

Checkout patterns that will help you improve your user experience

7 Form Layout Best Practices And How to Use Them to Your Advantage

Forms are fantastic tools, but you need to build them right. This article looks at how you can do that.

22 UX Thought Leaders to Follow

We share a list of UX Influencers to inspire and inform your optimization work

Webinar: How to Optimize your Online Forms and Checkouts

Watch our discussion session with a top Optimizely experimenter - learn tips to improve your forms

6 Best Web Form Usability Practices to Carry Into 2023

Six ways to design your web forms that win conversions and boost revenue

Four trends UX leaders need to watch in 2023

We review the key UX considerations you should pay attention to this year

Does using browser autofill affect form conversion rate?

We've analysed live Zuko data to determine whether autofill improves or hinders the completion rates for forms

Top Form Optimization Tips - Webinar

Conversion rate experts share some of their best advice on improving form UX and conversion rate

14 Experts share their checkout optimization tips

Friendly UX experts share best practices to improve your checkout UX and conversion

A Beginner's Guide to Mobile Form Design (+Mistakes You Should be Aware of)

How to design a good mobile form and what mistakes you should avoid

A framework to optimize your form: Prune - Tune - Postpone - Explain

We take you through a framework you can use to improve your form UX and conversion rate

Form Optimization Teardown: Personal Loans

We analyse a real life loan form to see what lessons can be learned for your forms

Experimentation, Analytics & CRO Event List 2023

A list of the biggest face to face and virtual events for Experimentation, Conversion and Digital Analytics in 2023

25 Conversion Rate Statistics you need in 2023

Interesting conversion rate benchmarking statistics taken from the forms on Zuko's database

The Best Online Form Building Tools - 2023

Zuko reviews the top form building software available on the market

Which form fields cause the biggest UX problems?

Zuko benchmarking research showing which form fields have the highest abandonment rate?

Form Abandonment Tracking: How to Measure and Improve it

Worried that people aren’t completing your forms? Find out how to measure + benchmark form abandonment and what to do about it

How Many Fields Should an Enquiry Form Have For Maximum Conversion?

How many fields should your web forms have in order to improve conversion? We look at the data - and the practicalities!

Webinar: Optimizing Your Online Forms for Accessibility

Learn techniques to improve accessibility for all across your online forms and checkouts

How to use Smart Defaults to Optimize your Form UX

Understand how smart defaults can improve your user experience and increase your form conversion rate

How to Improve your Online Form Accessibility

Advice on increasing accessibility and usability for all your form and website visitors

Which Form Fields Cause the Most User Frustration?

Understand which fields often cause user issues and how to avoid the common pitfalls associated with them

Top Tips to Increase your Financial Form’s Conversion Rate

Advice on how to maximize the conversion rate of your banking, insurance, loans, credit card and forex forms.

Webinar: 5 Form Tests to Improve your Conversion Rate

Zuko partners with GuessTheTest to bring you an interactive video session on A/B testing forms

How Online Forms Can Help You Grow Your Email Distribution Lists

Tips on how best to grow your email lists using forms

Webinar: How to Optimize Forms in Financial Services

We share some of our top tips to maximize the conversion rate of forms in the financial services sector

Online Gaming and Gambling Forms - How to Improve Their Conversion Rate

A video workshop taking you through how Zuko can help improve the conversion rates of gaming registration forms

Optimizing your eCommerce checkout: 13 tips to improve conversion

A guide to reducing basket abandonment and improving conversion on your eCommerce checkout

How to use Funnel Analysis with your Forms and Checkouts

Advice on improving your form conversion by breaking it into stages with funnel analytics

Online Forms: Conversion Killers to Conversion Winners

A webinar sharing advice on how to diagnose and fix the issues in your online forms

The Top 5 Trust Badge Ideas To Test On Your Forms

A guide on how to get the most out of Trust Badges and maximize social proof on your forms

How to Track Forms in Google Analytics (And Alternative Ways to Do it)

You can track forms in Google Analytics. But let's look at the complications and some alternative ways to get better form data.

Dark UX Patterns On Airline Sites

We share examples of misleading user experience patterns from the travel industry

The Difference Between Session Replay and Form Analytics - Pros and Cons

Deciding between session replay and form analytics tools? Check out our summary.

How to Design High Converting Registration Forms

Tips and advice on how to create a good registration form that converts well

Is a Single Page Form or Multi Step Form Better for Conversion?

An overview of the merits of single-step Vs multi-step form journeys plus advice on multi-step structures.

How to A/B Test your Online Forms and Checkouts

Learn how to run A/B tests on your web forms to improve their conversion rate performance

Webinar: Bad Form Design Crimes

Our webinar takes you through the mistakes you may be making on your web form and what you can do to avoid them.

Form Analysis: The Basics of How to Analyze Web Form Performance

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

Discount Codes: Do They Help Convert People or Hinder Checkout?

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

Should you use “Confirm Password” on your forms?: A Case Study

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

Should you use Captcha on your Web Forms? Let's look at the data

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

Form Analytics Glossary: Get the Lingo

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

How to Improve your Form Conversion Rates - 12 Effective Ways

Improve your enquiry form and ecommerce checkout conversion rate. 12 actionable ways to fix low converting forms.

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.

8 surprising insights from Zuko’s webform benchmarking data

Some handpicked highlights from our benchmarking data that may surprise you

How to Ask about Sensitive Information in a Web Form

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

Ecommerce Form and Checkout Conversion Rates Averages - The Statistics

A detailed look at forms in the eCommerce sector. We draw out key 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.

How to 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.

Tesco Online Checkout Design: 4 Lessons

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

Online Web Form Accessibility Tips

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

Progress Bars in Online Forms - How to Get Them Right

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

How to Use Error Messages 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.

Inline Validation in Online Forms - Should You Use It?

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?

Best Ways to Ask 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.

Bad Web Form Design - 7 Examples

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

"If you want higher conversion, download it!"
Craig Sullivan - CEO, Optimise or Die

DOWNLOAD THE EBOOK