General Form Design & Structure 1. Multi-step forms out-perform single-step forms The first impression is less intimidating than a long form with lots of question fields. 2. Remove all non-essential fields. Expedia lost $12 million per year by asking one additional question (company name) in their booking form. Marketo also found that a few non-essential fields were inflating their cost per lead by ~25%. 4. Top-left aligned labels are best for readability & completion Google’s UX researchers found that aligning labels above fields on the left-hand side increased form completion time. This is because it requires fewer ‘visual fixations’, as illustrated in the diagram below. 5. Avoid placing questions side-by-side. Eye-tracking studies have shown that simple one-column layouts are better than multi-column layouts with questions positioned side-by-side. 6. Give people a reason to use your...