![\"\"](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/FEATURED-IMAGE-Nondev-Guide-to-Gravity-Forms.jpg\")
<\/p>\n<\/p>\n
Forms are often a necessary part of the website creation process.<\/p>\n
That doesn\u2019t mean that they\u2019re easy to build, of course. They can be. But not always.<\/p>\n
Maybe they need some fancy features, like conditional logic or calculations, in order to work the way you want. Or maybe they\u2019re just ugly and you\u2019re not sure how to \u201cpretty\u201d them up.<\/p>\n
If you\u2019re not a web developer or designer, but you\u2019re still building forms yourself, it might feel intimidating to tackle the complexities of form building.<\/p>\n
This is doubly true if you have questions about the form-building process.<\/p>\n
What are the best tools for form building? How many forms fields do you need? What happens after someone submits a form? What does a good form landing page look like?<\/p>\n
The good news is that you don\u2019t have to be a web developer or designer to build functional, optimized web forms. You just need a few answers to your questions.<\/p>\n
With that in mind, here is a simple guide to building web forms in WordPress (even if you\u2019re not totally WordPress-savvy).<\/p>\n
<\/p>\n
[content_upgrade cu_id=\"12288\"]Here are 11 examples of well-designed forms that will spark your imagination[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]<\/p>\n
Before we dive into the specifics of form building and optimization, it\u2019s important to understand the \u201cwhy\u201d behind the form you\u2019re building.<\/p>\n
When it comes time to build your forms, you will need to know:<\/p>\n
Each type of form will have different \u201crules\u201d that impact its creation.<\/p>\n
A contact form<\/a> and a product purchase form are very different, and should look, feel and act differently, for example.<\/p>\n But beyond creation, forms also play a role in how users experience and relate to your business.<\/p>\n In their book, Forms That Work: Designing Web Forms for Usability<\/a>, authors Caroline Jarrett and Gerry Gaffney believe that there are three keys that drive form submissions:<\/p>\n Here\u2019s how that breaks down in practical terms.<\/p>\n Even if you built the most functionally advanced and beautiful form on the planet, you won\u2019t get submissions of people don\u2019t trust it.<\/p>\n This means that your form design \u2014 the look, but also the questions themselves \u2014 must communicate trust.<\/p>\n Take a look at this example of this simple contact form<\/a>:<\/p>\n Do you notice the phrase \u201cI promise I hate spam!\u201d in the email address box? This is a trust signal.<\/p>\n It says to the user, \u201cWe won\u2019t violate your privacy if you fill out and submit this form. You can trust us with your private information.\u201d<\/p>\n Even the most basic contact form or email opt-in should evoke trust and protect your relationship to the user.<\/p>\n This might mean keeping questions to the scope of the form (e.g. don\u2019t ask for a phone number if you\u2019re not going to call) or it might mean tailoring the submission process to specific users.<\/p>\n Amazon<\/a>, for example, simplifies their sign-up\/sign-in process for registered and new customers.<\/p>\n This shows that they understand that more than one type of user is filling out their form, but that every user should have the same (quick, easy) experience, which is a subtle trust signal.<\/p>\n The more trust you can build with the user, the more form conversions you will see.<\/p>\n Filling out a form is just like a conversation. One side asks questions, the other responds, and then the first side confirms.<\/p>\n But it\u2019s not an interrogation. Or, at least, it shouldn\u2019t come off that way.<\/p>\n Form labels, for example, should be helpful and descriptive, and not just assume that users know what information they\u2019re about to be asked.<\/p>\n The order of the questions should also be logical. If questions are confusing, an explanation should exist somewhere, like a pop-up or even in the form label itself.<\/p>\n Here\u2019s an example from Yahoo\u2019s<\/a> registration form (\u201cIn case you forget\u2026\u201d):<\/p>\n This is a great example of a form label that clarifies the questions beneath it (it\u2019s an optional section, not a mandatory one) but is also helpful. If you forget your password, you don\u2019t need to go through extra work to change it.<\/p>\n It\u2019s also conversational. It treats you like a real person, who probably forgets your password (as we all do).<\/p>\n Forms that use a \u201cconversational tone<\/a>,\u201d like the example above from Yahoo, tend to perform better than those that sound like they were written by robots.<\/p>\n Design is another important component to form conversions.<\/p>\n Take this form<\/a>, for example:<\/p>\n It\u2019s clean, uncluttered and straight to the point. It\u2019s a well-designed form from a functional standpoint, but it\u2019s also nice to look at (good use of colors and shading).<\/p>\n But good form design is about more than just choosing certain colors or font sizes.<\/p>\n It\u2019s also about things like form field order and form length. Form length can impact conversions<\/a>, for instance.<\/p>\n But it\u2019s not something you would necessarily think about if you\u2019re not a web developer or designer who builds hundreds of web forms all the time.<\/p>\n It\u2019s the little things that matter when it comes to form design. It\u2019s about the surrounding text and images.<\/p>\n Take a look at this example<\/a> from Salesforce<\/a>:<\/p>\n The images on the landing page of the form play an important role in building trust. Notice the \u201ctrusted by over 150,000 customers\u201d wording, the logos, and the verified trust symbols at the bottom of the form itself.<\/p>\n These design elements enhance the form.<\/p>\n When you\u2019re thinking about building forms, you have to consider how each of these elements \u2014 relationship (trustworthiness), conversation (questions), and design \u2014 all work together.<\/p>\n Each type of form you create will combine these elements in different ways.<\/p>\n Now that you understand the elements of a form, it\u2019s time to get into the basics of form design.<\/p>\n Most forms include the following components:<\/p>\n Some forms might also include \u201cassistance\u201d features like label explanations:<\/p>\n Or verification fields, like reCAPTCHA<\/a>:<\/p>\n Here is a rundown of how each component impacts design.<\/p>\n How you organize your form matters.<\/p>\n A single-step form with limited form fields, like an email opt-in form, is fairly easy to organize. It usually goes something like: name, email address, CTA button<\/strong>.<\/p>\n But longer forms require a different organizational structure. You might have to use multi-step form structure.<\/p>\n Multi-step forms are most commonly seen in ecommerce checkout forms, like this<\/a>:<\/p>\n But they can also be used for longer contact forms<\/a>, surveys<\/a>, event registrations, or anything that requires multiple sections and\/or form fields.<\/p>\n In WordPress using Gravity Forms, you can create multi-step forms<\/a> (also called multi-page forms) using the standard form creation process, but adding \u201cpages\u201d to separate sections.<\/p>\n Multi-step or multi-page forms can be great options even if you don\u2019t have all that many form fields.<\/p>\n When one site changed their consulting enquiry form from a single-step contact form to a multi-step form, for example, they saw a 743% increase in leads<\/a>.<\/p>\n They found that the multi-step form reduced \u201cpsychological friction\u201d for the user and that it was less overwhelming for them to complete. The progress bar also encouraged form completion.<\/p>\n But if you do decide to stick with a single-step (single-page) form structure, it\u2019s important to group related content together or provide some type of visual separation<\/a>:<\/p>\n You also want to avoid placing questions directly next to each other, and instead stack them.<\/p>\n Eye-tracking studies have shown<\/a> that side-by-side positioning tends to be less effective than stacked positioning (with the exception being for date or time fields).<\/p>\n How you structure your form is up to you. Just remember to keep it as logical and orderly as possible so users don\u2019t get confused.<\/p>\n The next component of form design is the input fields themselves.<\/p>\n Simple forms might include just a couple of text fields, while \u201ccomplex\u201d forms might have password fields, dropdowns or radio buttons, checkboxes, date-pickers, calculations, and so on.<\/p>\n The type of form will determine the number of inputs you ultimately need.<\/p>\n Product order forms, for example, might need extra fields that communicate trust (like password verification), progress bars, cost calculations, and account creation options.<\/p>\n In one survey<\/a>, respondents indicated that each of those input fields impacted whether or not they completed the checkout process.<\/p>\n Skip one of those input fields on something like an order form and it might hurt your conversions.<\/p>\n On the other hand, too many fields<\/a> can also impact conversions.<\/p>\n Expedia, for example, lost $12 million<\/a> when they added a \u201ccompany name\u201d input field to their booking form, but saw improvements to their conversion rates when they removed it.<\/p>\n Consider removing all non-essential input fields from your forms to simplify them. Or consider adding conditional logic<\/a> to expand or simplify forms based on who is filling them out.<\/p>\n This way only certain form fields appear to certain users, so only the essential information is being presented to the majority of your site visitors.<\/p>\n This not only cleans up the look of your form, but gives users the advantage of answering only the questions they absolutely need to.<\/p>\n The way you label your input fields will either make the form easier or harder to complete.<\/p>\n Google\u2019s user experience team found that their form completion time increased when form labels were aligned above the input fields, rather than next to them, and that left-centered labels were more favorable.<\/p>\n They reasoned that left-sided, top-sided labels caused fewer \u201cvisual fixations\u201d and helped the user process the questions faster.<\/p>\n Aside from alignment, labels should have a short and clear headline.<\/p>\n In 2011, Amazon changed their registration forms from this:<\/p>\n To this:<\/p>\n Which not only helped the design of the form, but also made it easier to understand what fields are required.<\/p>\n Now there are clear labels (\u201cYour name,\u201d \u201cEmail,\u201d \u201cPassword,\u201d \u201cPassword again\u201d) and a clear CTA button that simplifies the process.<\/p>\n It doesn\u2019t necessarily matter whether or not you use upper or lower case (\u201cYour n<\/strong>ame\u201d vs. \u201cYour N<\/strong>ame\u201d) as long as things are consistent.<\/p>\n The CTA button guides users to the next stage of the process, whether it\u2019s the submission point or simply the next step in a multi-step form.<\/p>\n But it\u2019s essential for the CTA button to communicate what will happen once it\u2019s clicked.<\/p>\n This can be something as simple as \u201cSubmit,\u201d but you should make sure that your CTA button will improve your conversions.<\/p>\n In one test by BettingExpert<\/a>, they switched their CTA button to add the result the user would receive upon submission:<\/p>\n They received 31.54% more sign-ups, even though their CTA button was longer.<\/p>\n But a longer CTA isn\u2019t necessarily the best option in all cases, especially depending on where your form is listed on your site and the form type itself.<\/p>\n A homepage sign-up form, like this one from Evernote<\/a>, does perfectly well with two words:<\/p>\n It\u2019s best to play around with your form CTA button to see which will be the most effective.<\/p>\n You can do this by A\/B testing your buttons and your forms after completion (you can learn more about customizing your CTA buttons using Gravity Forms here<\/a>).<\/p>\n [content_upgrade cu_id=\"12289\"]Get this FREE resource: A\/B Testing Checklist for Beginners[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]<\/p>\n Last but not least, your form needs some sort of confirmation feature.<\/p>\n This might be a thank-you page, an email notification, a pop-up, or all three.<\/p>\n Ideally, the form confirmation should do two things:<\/p>\n If you\u2019re just worried about the first one (proper submission), a pop-up might be enough to let the user know that everything worked.<\/p>\n But if you want to take things a step further, consider using a thank-you page or email notifications to add more to the interaction.<\/p>\n You might include a referral link, for example:<\/p>\n Or way for them to follow you on social media.<\/p>\n Other pertinent information might help, like how long they should wait to hear from you, when their download will be ready, or what else on your site might interest them.<\/p>\n Giving them something more allows you to truly optimize your form for conversions, not just for information gathering.<\/p>\n At this point you should understand what goes into creating your form.<\/p>\n If you\u2019re using WordPress, you can start building your form structure with a tool like Gravity Form\u2019s drag-and-drop builder<\/a>.<\/p>\n This will allow you build a basic form with input fields, form labels, conditional logic, and almost anything else you might need.<\/p>\n But if you\u2019re still not sure how to structure your forms, take a look at these live demos<\/a>. It should give you a standard template for building your form, which you can then build off of if needed.<\/p>\n You can also check out this WordPress landing page (using Gravity Forms) guide here<\/a>.<\/p>\n Once you know how to build a form, the next step is learning how to optimize your form for maximum conversions.<\/p>\n Here are a few areas on your form that deserve your attention:<\/p>\n Form location matters for conversions.<\/p>\n When it comes to homepage forms, having it above the fold<\/a> (one of the first thing your user sees on the homepage) can help improve conversions.<\/p>\n If you have something like an opt-in form, you can also use a timed pop-up to put your form front and center on any landing page of your site, including blog pages.<\/p>\n If your form is on a page with other non-form related content, make sure you find ways for it to stand out.<\/p>\n We\u2019ve already mentioned this a bit, but it\u2019s an important point of optimization you don\u2019t want to overlook.<\/p>\n Consider removing any form fields<\/a> that you don\u2019t absolutely need, like phone number, age, location, job title, and so on.<\/p>\n Unless your sales team uses this information to nurture leads, skip it.<\/p>\n Of course, the opposite is often true for multi-step forms.<\/p>\n In one case study, a company added form fields and increased their conversions by 214%<\/a>.<\/p>\n The study suggested that because multi-step forms are less overwhelming for users, asking more questions can help create a sense of momentum.<\/p>\n When users see the progress bar, they experience what\u2019s known as the \"endowed progress effect<\/a>\", a psychological trigger that makes it easier to complete something if we think we\u2019re making progress.<\/p>\n So the more questions you add to the form, the more pages users will progress through, and the more likely they will be to submit the form.<\/p>\n In research done by The Baymard Institute, they found that \u201c92% of top ecommerce sites<\/a> have inadequate form field descriptions in their checkout process\u201d<\/p>\n When asking for important information, like credit card details, it\u2019s important to clarify the best format for the user to share information.<\/p>\n Take a look at this example<\/a> below:<\/p>\n The clarifying text explains that users shouldn\u2019t just input their name, but their name as it appears on their card<\/em>.<\/p>\n It also explains how users should input their card information and what the \u201csecurity code\u201d means.<\/p>\n There are other ways you can clarify this information outside of your label, like including a pop-up or a link to explanatory text. But it should be included in your form in some degree.<\/p>\n CAPTCHA has long been the go-to solution for user verification and anti-spam measures, but it doesn\u2019t really work for conversions.<\/p>\n When Animoto<\/a> removed CAPTCHAs from their sign-up forms, they boosted their conversion rate<\/a> from 48% to 64% in a short period of time.<\/p>\n In another case study<\/a>, one developer removed all CAPTCHA from his forms and found that spam submissions didn\u2019t increase at all.<\/p>\n It\u2019s not that you can\u2019t use some form of verification, of course. But if you're looking to make things easy on the user, it\u2019s better to skip the CAPTCHA step unless absolutely necessary.<\/p>\n Even then, you can use something like the honeypot method<\/a> to stop spam instead<\/p>\n Another thing that impacts conversions is your error messages.<\/p>\n When something goes wrong, it\u2019s important that the user understands exactly what is wrong and how to fix it. When left with doubt, users can easily say, \u201cForget it!\u201d and leave without completing the form.<\/p>\n In this example<\/a>, one form user points out the frustrating process of being given an error message with no chance to rectify it, saying, \u201cI wish they\u2019d have given me a \u2018password recover\u2019 option in case that was my email.\u201d<\/p>\n He goes on to note that ambiguity in error messages (when the user doesn\u2019t know what\u2019s wrong) can hinder the submission process and make trust-building difficult.<\/p>\n In order to create a better experience for the user, it\u2019s important to clarify anything that goes wrong and explain what the user should do to fix it.<\/p>\n In fact, more and more users will be using mobile devices<\/a> to browse your site (and submit forms) from now and into the future.<\/p>\n Following the best practices in this post should give you a form that is mobile-friendly, but there are a few things you need to remember.<\/p>\n Stacking your form input fields and labels vertically (instead of piling them next to each other) can help their appearance on mobile devices.<\/p>\n Adding collapsible menus and dropdowns<\/a> can also help mobile users navigate mobile forms faster and easier. You should also use fewer form fields if possible, and increase the size of your CTA button.<\/p>\n The more you can do to help the appearance and functionality of your forms on mobile devices, the better your conversion rate should be.<\/p>\n While it would be nice to say that you could just follow all the rules laid out here and create awesome, optimized forms, it\u2019s not always the case.<\/p>\n You might have an audience that prefers certain CTA buttons, or likes their forms to be single-step rather than multi-step, so all the examples above could be meaningless to you.<\/p>\n The only way you\u2019ll know for sure is to A\/B test for the highest conversion rate. But before you can start A\/B testing, you have to know the ideal conversion rate for your forms.<\/p>\n When Formstack released their benchmark Form Conversion Report<\/a>, they found that conversion rates for forms actually depended more on industry than form type.<\/p>\n The average conversion rate for most sites was around 11%, meaning that if you have a conversion rate of around 15%, you\u2019re probably okay.<\/p>\n If you\u2019re seeing rates under 10%, that\u2019s not necessarily an indicator that things are wrong if you\u2019re in the marketing or media industry.<\/p>\n The only time you have to worry is if you\u2019re seeing conversion rates around 2-3% for your forms, which is low for almost all industries.<\/p>\n So, how do you figure out your conversion rate?<\/p>\n The conversion formula looks like this:<\/p>\n Conversion rate = number of desired actions \/ number of units<\/em><\/strong><\/p>\n If 2,000 people visit your form landing page, but only 80 sign-up for your email list, then your conversion rate is 4%.<\/p>\n You will have to take a deep dive into your analytics to determine your conversion rate.<\/p>\n You can do this process manually by comparing your form submissions to your landing page traffic number, but if you\u2019re using a tool like Google Analytics, there are ways you can set it up to automatically track conversions.<\/p>\n You want to make sure that you\u2019re not just tracking the traffic numbers and bounce rates or conversion rates that Google Analytics gives you right off the bat, however (it might not be accurate<\/a>).<\/p>\n What you want to do is setup event tracking for every form<\/a> you\u2019ve created.<\/p>\n Event tracking will enable Google Analytics to compare an event (a sign-up) against your traffic to give you a more accurate conversion and bounce rate.<\/p>\n That way you can determine your conversion rate for every form so you know whether or not you need to adjust any elements to improve your conversions.<\/p>\n Once you have a solid idea of what your conversion rate is, you\u2019ll want to do some A\/B testing to see if you can improve it.<\/p>\n If you\u2019ve never performed an A\/B test before, don\u2019t feel intimidated. There are plenty of tools out there to get you started.<\/p>\n But before we look at tools, here\u2019s what you need to know about A\/B testing.<\/p>\n A\/B testing<\/a> (also called split testing) is the process of creating two versions of the same form (or landing page, website, etc.) to see which one performs better with a specific audience.<\/p>\n The goal is to identify any elements that are causing your forms to underperform.<\/p>\n For example, if some users will fill out a form if it just asks for their name and email, but won\u2019t fill it out if it asks for their phone number too, then you know you should remove the phone number input field to improve conversions.<\/p>\n There is some room for error and mixed results<\/a>, of course. Not every A\/B test will reveal anything significant about your forms.<\/p>\n But it can give you better understanding into how your forms are generally performing.<\/p>\n If you\u2019re worried about creating multiple forms and landing pages and programming and coding your website, don\u2019t worry.<\/p>\n There are non-developer friendly WordPress plugins you can use to help with this.<\/p>\n Here are a few of the basic A\/B testing tools\/plugins you can use:<\/p>\n WordPress Calls to Action<\/a> \u2013 While this was originally created to test landing page headlines, you can also use it for form CTA buttons and other content on your form landing pages. It\u2019s a free plugin that allows you to track conversion rates as well as setup multivariate testing (when you modify more than one element at once).<\/p>\n WordPress Landing Pages<\/a> \u2013 While not form related, this will allow you to split test your form landing pages for better conversions. You can easily clone pages and change elements for multivariate testing.<\/p>\n Simple Page Tester plugin<\/a> \u2013 This is a very user-friendly WordPress plugin that will enable anyone to A\/B test forms, whether or not you understand code. It\u2019s free, but it does have a premium upgrade ($59) that adds some additional features.<\/p>\n Nelio AB Testing<\/a> \u2013 This A\/B testing tool is extremely robust, and includes features that you won't find with other tools, like heatmaps that show exactly where your users are looking.<\/p>\n The ongoing A\/B testing service is not free, but if you create a lot of forms and you\u2019re worried about your conversions, it\u2019s worth the cost. The basic plan will run you around $24\/month, while the prices go up to $74 for the professional level and $214 for enterprises.<\/p>\n For those that are price-conscious, they do have a free plugin for WordPress<\/a> that can be added to your sites to test your forms in a pinch. You won\u2019t get some of the advanced features, but it\u2019s better than nothing.<\/p>\n A\/B Press Optimizer<\/a> \u2013 This plugin gives you a lot to work with, including unlimited testings. The Personal plan is around $49 (for one website) and prices go up from there ($99 and $199, respectively), but you get real-time reporting and support from professionals.<\/p>\n If none of these tools appeal to you, you can always manually A\/B test using Google Analytics (you can find a more in-depth guide to the process here<\/a>), which is completely free.<\/p>\n But what sorts of things should you A\/B test, exactly?<\/p>\n Here are a couple options:<\/p>\n Test the placement of your form on the landing page<\/strong><\/p>\n Play around with landing page locations to see what works best. You might try above the fold, below the fold, or both.<\/p>\n In one case study, a form that was moved below the fold in an A\/B test saw 304% more conversions than the original location at the top of the page.<\/p>\n If your form is on a dedicated landing page, test whether or not your landing page copy works better to the side of the form, or above\/below it instead.<\/p>\n Test the number of form fields<\/strong><\/p>\n While most forms might benefit from fewer form fields, there are certain cases where more is better (like the multi-step form).<\/p>\n But you\u2019ll never really know for sure unless you test it.<\/p>\n As this infographic by Quicksprout<\/a> shows, in some cases limiting the number of fields to just three improves conversion rates by 25%.<\/p>\n But even having around 6-7 fields will improve conversion rates, and your users might prefer to have more questions to answer depending on the form type (like an event registration, for instance).<\/p>\n So test multiple variations of your form, including options for minimal form fields and options with more form fields just to be sure.<\/p>\n Test your CTA button text, placement and color scheme<\/strong><\/p>\n In this case study<\/a>, a split test was performed on the form\u2019s CTA copy. The phrase \u201cStart your 30 day trial\u201d was simply changed to \u201cStart my<\/em> 30 day trial\u201d and conversion rates increased by 90%.<\/p>\n There\u2019s plenty of other things about your CTA button that might impact conversions, like color, button shape or even button size.<\/p>\n An orange button on a blue form<\/a> or landing page background often gets higher conversion rates, for example.<\/p>\n You won\u2019t really know what works until you test it, however.<\/p>\n Test your form\u2019s landing page headline<\/strong><\/p>\n In addition to testing things like CTA and placement, you also want to test your form\u2019s landing page headline (if it resides on a landing page).<\/p>\n In one experiment, marketer Laura Roeder reconfigured her form sign-up page<\/a> from this headline:<\/p>\n To this headline:<\/p>\n While the initial headline was okay, she felt that the question could have easily been answered with a \u201cno\u201d just as easily as a \u201cyes.\u201d<\/p>\n By changing the headline to a statement (a trust-building statement), she increased her sign-ups by 24.31%.<\/p>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image31.png\")
<\/h1>\n\n
1. Forms must communicate trust<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image18.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image49.jpg\")
<\/h1>\n2. Forms must ask the right questions<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image19.jpg\")
<\/h1>\n3. Forms must be visually appealing<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image40.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image24.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image7.png\")
<\/h1>\nThe Basics of Form Design<\/h2>\n
\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image14.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image37.png\")
<\/h1>\n1. Form Structure<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image12.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image28.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image27.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image35.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image26.gif\")
<\/h1>\n2. Input Fields<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image47.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image2.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image30.png\")
<\/h1>\n3. Field Labels<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image44.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image48.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image29.png\")
<\/h1>\n4. CTA Button<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image3.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image45.png\")
<\/h1>\n5. Confirmation<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image36.jpg\")
<\/h1>\n\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image6.jpg\")
<\/h1>\nWordPress form building tools<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image43.png\")
<\/h1>\nHow to Optimize Your Forms<\/h2>\n
1. Play around with form location<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image8.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image15.jpg\")
<\/h1>\n2. Remove unnecessary fields from single-step forms<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image23.png\")
<\/h1>\n3. Add fields to multi-step forms<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image16.png\")
<\/h1>\n4. Clearly label payment fields<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image11.jpg\")
<\/h1>\n5. Use reCAPTCHA (or no CAPTCHA)<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image33.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image41.png\")
<\/h1>\n6. Add details to your error messages<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image9.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image13.png\")
<\/h1>\n7. Optimize for mobile<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image22.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image42.png\")
<\/h1>\nThe \u201cbest\u201d conversion rates for your forms<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image25.jpg\")
<\/h1>\nHow to find your form conversion rate<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image10.jpg\")
<\/h1>\nHow to A\/B Test Forms in WordPress<\/h2>\n
What to know about A\/B testing your forms<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image5.png\")
<\/h1>\nA\/B testing WordPress plugins for non-developers<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image38.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image21.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image32.png\")
<\/h1>\nA\/B test you should perform<\/h3>\n
![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image17.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image4.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image34.jpg\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image39.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image20.png\")
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![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image1.png\")
<\/h1>\n![\"How](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/image46.gif\")
<\/h1>\n