Even the best product, an insightful newsletter, or the most tempting free trial can fall short if users face frustrating, poorly designed forms.
Studies reveal that abandonment rates for forms can exceed 75%. Issues persist across all types of forms, from contact to sign-up.
Typically, people drop out of filling out a website form due to privacy concerns, too many fields, and uncertainty as to how their data will be handled.
However, on mobile devices — which account for over half of global web traffic — these issues can be even more pronounced.
Poorly designed forms can make it difficult for users to interact and convert, costing your business lost leads, reduced sales, and wasted resources.
Mobile-friendly website forms allow visitors to read, complete, and submit your forms. It’s a win-win situation — creating a positive user experience for your customers and seeing higher conversion rates for your business.
So, let’s dive into the tips and tricks of designing accessible, conversion-friendly mobile forms
that are engaging and functional regardless of screen size.
#1 Keep it Short & Simple
No one enjoys filling out long forms, especially when on their mobile.
Just think about when you use your mobile phone – on the go, when you need quick information, or when you want to check social media or chat with friends.
If users click on an interesting ad for your product or service and are directed to a lengthy sign-up form, the stark contrast between their lightweight pastime and your burdensome form will make them hit that back button in an instant. Even when users intentionally fill out forms on their mobile devices, such as when booking a flight, they prefer it to be short.
In addition to being short, mobile forms should also be simple.
Filling out a chaotic form on a small smartphone screen can be frustrating. Therefore, only ask for the essential information. Minimize the hassle for users by removing any fields that aren’t crucial for the conversion.
If you truly need all those fields, consider breaking the form into multiple steps to make the process seem more manageable.
Lastly, simplicity also involves designing a layout that’s easy on the eyes. Reduce the number of elements on the screen and use white space effectively.
#2 Write Great Microcopy
Help users navigate and use your online forms effectively with reassuring yet persuasive microcopy that is friendly, short, and clear.
Effective microcopy on website forms is clear and concise, with the latter being especially important on small mobile screens. So, what can you do to make that happen?
Firstly, use precise field labels to reduce any possible user confusion, e.g., ask for “Recipient name” or “Sender name” rather than just “Name”.
Moreover, offer clear instructions regarding which fields are required, how sensitive data will be handled, and why particular pieces of information are needed.
Still, regardless of how well-crafted your copy is, users will make errors. Implement a sound error handling strategy and display an actionable error message telling users what to do, instead of generic ones that just notify users that something is wrong.
Lastly, don’t be afraid to be quirky. After all, this is the make it or breatk ir moment of conversion, so you want to encourage users to hit that submit button.
#3 Integrate Auto-Fill and Suggestions Options
When I was buying tickets for Taylor Swift’s The Eras Tour, the autocomplete option for my credit card details was literally a lifesaver.
But it’s more than time constraint that makes autofill a feature of great mobile forms.
Typing out the same details like name, email address, and other common information can be tedious — and it’s a recipe for typos and abandoned forms.
Luckily, auto-fill and smart suggestions automate this process, allowing users to fill in fields with a tap. They save the user’s precious time, minimize data errors, and create an overall smoother experience.
Plus, leverage dropdown menus, radio buttons, checkboxes, and other click-based inputs to create mobile forms that are filled in with minimal effort.
#4 Define Expected Input for Each Field
Defining the right input means specifying what type of information each form field should accept.
For example, a phone number field should only accept numbers as input, a city name field should only accept text, and an email field should include the “@” symbol. Similarly, certain pieces of information have specific length requirements, such as a credit card number or social security number.
To avoid errors in your collected data and minimize user frustration, make sure your forms clearly state the expected input and provide guidance if users make a mistake.
Moreover, your mobile form can be even more helpful with some technical wizardry. Namely, you can configure the appropriate input types for each field in your form and welcome users with the right keyboard — text or number — to make input easier.
#5 Make Submitting Straightforward
Ensure that the submit button is positioned prominently within the form, preferably at the bottom and within easy reach of the user’s thumb at all times.
More so, the submit button should stand out from the remainder of the form. Design-wise, this can be accomplished using contrasting colors, clear microcopy, creative typography, larger size, or other visual cues.
#6 Optimize Form Load Speed
As internet speeds increase, meeting rising user expectations becomes more challenging.
People don’t like waiting for websites to load, especially on mobile devices with sometimes unreliable connections.
Therefore, your mobile website must be highly optimized to ensure quick loading times and keep users engaged in order to drive conversions.
#7 Test & Improve Your Mobile Forms
Designing and launching your mobile forms is just the beginning. As new devices, screen sizes, and user behaviors constantly emerge, what works today might not be optimal tomorrow. This is why continual testing and optimization of your mobile forms is a must.
But testing isn’t just about identifying technical issues; it’s also an opportunity to integrate data-driven modifications into your mobile forms based on analysis of user behavior.
Information on how people interact with your forms and what they may find confusing or frustrating are all invaluable insights that allow you to refine the design and functionality of your mobile website forms.
