The fundamentals.
WHY FORMS MATTER
They are where most abandonment happens.
WHAT REDUCES COMPLETION
Length Unclear purpose Unnecessary questions Errors handled badly Anything requiring effort to find
WHAT TO DO FIRST
Remove fields.
Every field costs completions.
WHAT TO ASK OF EACH FIELD
Do we act on this? Could we ask later? Could we derive it?
WHAT TO KEEP
What is genuinely required now.
WHAT TO EXPLAIN
Why anything unusual is needed.
WHAT LAYOUT
One column.
Multiple columns cause fields to be missed and read in the wrong order.
WHAT ORDER
Logical to the person, starting with the easiest.
WHAT TO SHOW
Progress, on anything long.
WHAT TO PRESERVE
Everything entered, on any error or interruption.
WHAT TO TEST
Completing it on a phone, with real data.
