Zuko Blog

Form Optimization Checklist

A list to run through to help maximize your form or checkout conversion

Knowing where to start with your form optimization project can be difficult. We often get asked how to plan and go about identifying the issues on forms and fixing them. To help with this we've pulled together a checklist to guide you through the processes we use. You can download a pdf version of the form optimization checklist or read all the points covered below:


Whilst you can run optimization programmes using heuristics and “proven” patterns, it’s much better to build your form based on data and insight. To this end, you’ll want to make sure that your data systems are set up and working properly.

Analysis and Diagnosis

Once you’ve gathered enough data you can use it to identify where your users are struggling and make inferences about why.

Break the Form

Data goes a long way to showing you where the issues are but you’ll also want to have some “hands-on” time with your form to try and identify and replicate any UX problems.

Create Improvement Hypotheses

Data analysis will show you where the UX problem may be. You’ll now need to bring up your form alongside the data to hypothesise what the exact issue is. This list gives you a set of common issues you may see.


Common Questions

ZUKO RECOMMENDATION - Have a minimum character requirement (usually 8) but no maximum. Special characters and numbers should be allowed but not mandated. Do not force password confirmation. Ensure that the password can be unmasked during input.
ZUKO RECOMMENDATION - Use a text box with a minimum of 8 characters. Let the user enter the number how they want and leave it for your phone staff to interpret.
ZUKO RECOMMENDATION - Use an automated address lookup.
ZUKO RECOMMENDATION - Use a three text box format.
ZUKO RECOMMENDATION - Use a free text box with a smart search function.
ZUKO RECOMMENDATION - Use radio buttons with income / wealth brackets rather than exact figures.
ZUKO RECOMMENDATION - Only ask for month of moving and auto-calculate the length of time for them.

Errors and Validation



Determine Changes and Test

You’ve got your data driven hypotheses on what may be causing form abandonment. Now is the time to make the change and test whether it improves things.

Rinse and Repeat

You’ve determined whether the conversion ideas were effective. Now is the time to either implement them or abandon them. After that you can start the process again.

If the test and control variants are not significantly different then you can:

Run the next test. Either:

Download the pdf version of this checklist here

Looking to improve your form conversion?

Submit your form to get a free health check showing you:
  • Likely friction points leading to abandonment
  • Form elements contributing positively
  • Other areas for UX improvement
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 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
Video Workshop: Using Analytics to Improve Form Conversion
Which metrics should you focus on to identify form UX issues?

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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