A form is a critical step for converting prospects into customers, so form them right. (See what we did there?)

Here are a few tips:

Less is more

People don’t want to give away too much, especially initially. Avoid asking for too much too soon.

Order matters

Place ‘easy’ info (name, email) above ‘hard’ info (phone number, billing information). That way, users are already invested when they get to the hard stuff.

Don’t ask for a phone number (or make it optional)

Unless a phone number is critical, leave it out. People don’t want to talk on the phone; if they do, they’ll call you.

Ensure auto fill

Use simple terms (“city,” “first name,” etc.) that browsers’ AI will recognize and auto fill to make it easier for users.

Ultimately, cater your form design to your audience, but these tips will get you started.