If you’re using Formsort to build forms, you’re already ahead of the curve. But a slick form builder isn’t magic—people still drop off before hitting “submit.” This guide is for anyone who wants to make their Formsort forms convert better, whether you’re running a lead gen funnel, collecting surveys, or onboarding users. Let’s cut through the fluff and talk about what actually works.
1. Know What "Conversion" Actually Means (For You)
Before you tweak a single thing, get clear on what counts as a conversion. Is it a user finishing the form? Giving you their email? Scheduling a call? Don’t just chase a higher number—make sure it’s the right number.
Why it matters:
Optimizing for the wrong goal can lead to forms that look good in analytics but don’t help your business. For example, if you only track “form complete,” you might miss that users are abandoning before the part where you actually collect valuable info.
Pro Tip:
Set up custom events or completion points in Formsort so you’re tracking your definition of success, not just the default.
2. Cut Out Unnecessary Questions
Every field you add is a chance for someone to bail. Don’t ask for info you don’t absolutely need. This isn’t just common sense—it’s proven by years of form analytics.
- Audit your questions: Go through each one and ask, “What will I do with this answer?” If you’re not sure, drop it.
- Don’t collect ‘nice-to-have’ data: You can always follow up for more info later.
- Shorter forms feel less intimidating: But don’t fake it by hiding questions behind extra screens—users aren’t dumb.
What doesn’t work:
Adding “optional” to every field. People either skip them (so why bother?) or get confused about what’s actually required.
3. Group and Sequence Questions Logically
If your form jumps around, people get frustrated. Guide users through a logical flow.
- Start easy: Name and email are low friction. Save more personal or sensitive questions for later.
- Use sections or steps: Break long forms into bite-sized chunks with clear progress indicators.
- Avoid cognitive whiplash: Don’t ask for a phone number, then job title, then back to date of birth. Group related questions.
Pro Tip:
Use Formsort’s branching logic to show or hide questions based on earlier answers. But don’t overdo it—wildly branching forms can get confusing fast.
4. Nail Your Microcopy
Words matter. The wrong label or placeholder can tank conversions.
- Be specific: “Mobile number (so we can send your appointment reminder)” works better than “Phone.”
- Ditch jargon: Most users don’t care about your internal terms.
- Explain why you’re asking: If you need sensitive info, say why. People are less likely to bail if they understand the reason.
What to ignore:
Cute or clever copy. Clarity beats cleverness every time.
5. Sweat the Small UX Details
Little annoyances add up. Luckily, Formsort gives you a lot of control.
- Validation: Inline validation (showing errors as soon as possible) is a must. Don’t make users wait until the end.
- Auto-advance: For one-question-per-page forms, let users hit Enter to move forward. Don’t force them to click “Next” a hundred times.
- Mobile first: Most people fill out forms on their phones. If your form looks janky or is hard to tap, you’re losing money.
Pro Tip:
Test your form on an actual phone, not just a browser emulator. You’ll be surprised what you find.
6. Show Real Progress (But Don’t Overpromise)
People want to know how much is left. But a progress bar that jumps around or doesn’t match the actual length is worse than none at all.
- Keep it honest: If there are 10 steps, show 10 steps. Don’t try to hide the real length.
- Set expectations: A simple “Step 2 of 5” beats a vague bar that feels endless.
What doesn’t work:
Fake progress bars or “almost done!” messages when users aren’t actually close to done. People notice and trust you less.
7. Reduce Friction at the Finish Line
The end of your form is when people are most likely to bail. Make it as painless as possible.
- Don’t spring surprises: If you’re about to ask for payment or a phone verification, warn users in advance.
- Make the submit button clear: “Get My Quote” or “Start Free Trial” tells users what happens next. “Submit” is vague.
- Instant feedback: After submission, show a clear confirmation—not just a blank page.
Pro Tip:
Use conditional logic to skip unnecessary steps if you already have the info. Don’t make repeat users start from scratch.
8. Test, Test, and Test Again
No amount of best practices can replace real user data.
- A/B test changes: Try new headlines, button copy, or step order—but only one change at a time.
- Watch real users: Tools like Hotjar or FullStory can show you where people get stuck.
- Check analytics: Formsort’s built-in analytics are good, but don’t be afraid to plug in Google Analytics or Segment if you need deeper data.
What to ignore:
Gut feelings. What works for you might not work for your users.
9. Don’t Get Distracted by Gimmicks
Shiny features can be fun, but they don’t always help.
- Animations: Subtle transitions are fine, but don’t slow people down with fancy effects.
- Gamification: Only use quizzes or “points” if it fits your audience. Most people just want to finish and move on.
- Third-party widgets: Calendars, chatbots, or social logins can be great—or just add confusion.
If a feature doesn’t make it easier for users to finish, think twice before adding it.
10. Respect Privacy and Build Trust
If you’re asking for sensitive info, be up front about how you’ll use it.
- Use trust signals: “We’ll never share your email,” or a quick note about encryption helps.
- Privacy links: Make your privacy policy easy to find, not buried in tiny footer text.
- Don’t ask for more than you need: See step 2—people are getting pickier about privacy.
Wrapping Up: Keep It Simple, Iterate Often
There’s no silver bullet for higher conversion rates. The best forms are the ones that get out of the user’s way. Start simple, watch your numbers, and tweak based on real feedback—not the latest trend. Don’t be afraid to cut questions or try new layouts, but always keep your user’s experience front and center.
Small, honest improvements beat sweeping redesigns every time. Keep it human, keep it honest, and you’ll see those completion rates climb.