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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So you can capture more submissions and lift your form conversion rates.

Learn more about Form Builder
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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More from our blog:

Why Zuko created a Form Builder
The reasoning behind Zuko's decision to develop a form builder to complement our analytics software
Conversion, Experimentation, UX and Analytics Event List 2024
A rundown of the best UX, CRO, Analytics and Experimentation events in 2024
How to make your form GDPR compliant
Practical advice to ensure that your forms and checkouts comply with GDPR rules
Optimizing the Form Address Field
Advice to help get the UX of the address field on your form right

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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