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.

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
(No email needed)

More from our blog:

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

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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