Zuko Blog

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

The original form optimizer takes you through her framework to improve the conversion of your forms

Caroline Jarrett has been improving the UX of online forms for decades. Over the years she has put together a framework which helps you redesign your form to deliver better user experience and increase form conversion rates. In this video session she shares the framework with Zuko and UX researcher Orok Brooks.

Prune - Audit your questions and remove any that are not fully necessary

Tune - Make the remaining questions easier to answer from a UX perspective

Postpone - Can you ask any questions later rather than now?

Explain - If you need the information tell the form filler why you need it.

If you'd like more guidance or videos on improving your forms you can check out our collection of form optimization guides.

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  • Form elements contributing positively
  • Other areas for UX improvement
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More from our blog:

Optimizing the phone number field on forms
UX tips to reduce abandonment on mobile and landline form questions
Form UX Design Tips: Best Practice Examples
10 form design patterns that help optimize conversion
8 Tips to optimize your mobile form UX
CRO advice for forms on mobile devices
Lead Generation Form Design: Advice & Best Practice
Tips on creating a high conversion lead capture form

Zuko is the most powerful form analytics platform available on the market. Find out how to improve your form and checkout conversion by taking a product tour.

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