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 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 optimization guides.

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

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More from our blog:

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

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