- Cut fields aggressively. Every extra field drops conversion ~7%. Ask for what you need to follow up, nothing else.
- Single column. Eye-tracking shows users skim two-column forms and miss fields. Stack.
- Labels above, not inside. Inline labels disappear when typed over. Above-field labels stay visible while filling.
- Phone numbers are optional, almost always. Phone is a top-three cause of form abandonment. Make it required only when sales reps actually call.
- CTA copy is specific. "Get my demo" beats "Submit" by ~30% on average. The button names the outcome.
- Mobile-first. Test on a phone. Keyboard types, large tap targets, no zoom on focus — these compound on mobile.
Best practices: forms that actually convert
Six moves that lift submission rate without changing your offer.