6.1 Forms request the least possible amount of information

Work closely with your sales team to ensure that you’re not collecting information that isn’t needed. Extra form fields reduce conversion rates or are filled with junk data.

6.2 Known users can skip content gates

If a user is already in your database, it should be easy for them to access all content on your site.

6.3 When form entry is invalid, it is highlighted

Highlighting errors is a good way to make form errors easy for your visitors to identify and correct.

6.4 Errors in form entries are easy to identify and correct

In general, make it easy for users to fix their mistakes so they can more easily submit form data.

6.5 Form fields contain placeholder text

Placeholder text sits in empty form fields, usually with a dimmed appearance, so that visitors understand what information is being requested and what format it should be entered in. Placeholder text should provide an example of correctly-entered input rather than being used as labels for form fields.

6.6 Form field length set appropriately

Form field length should be set appropriately. For example, a zipcode field should be shorter than your email address field.

6.7 Form inputs are validated when each field entry is completed

Validate form entries as they’re filled out, rather than waiting until the entire form is ready to submit.

6.8 Form prefilling service (e.g. Clearbit) is used

Form prefilling services can supply form data based just on a user’s email address. Clearbit is a good example. These services can be expensive, but improvements in conversion rates and data accuracy may make up for the cost.