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:

Form Optimization Checklist
A cheat sheet to help you maximize your form's conversion rate
How to Improve Form Conversion using Copy Nudges
A webinar session that discusses how you can use copy to increase your form completion rate
SEO vs. CRO for Google Search Impact
Discover the difference between SEO vs. CRO to help you maximize Google Search impact
How to Track Forms Using GA4
Learn how to track basic form behaviour metrics with Google Analytics 4

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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