Simplify your forms

Identify a form that you’d like to simplify, then rank the current form fields in order of importance, from highest to lowest.For most B2B service businesses, email address is likely to quite important - but company name might not be (remember that you can often infer the company name from the email address anyway).

Remove some of the least important fields and observe any changes to the conversion rate of your form. Use A/B testing to help you accurately measure the impact.

Repeat the process for all forms on your site.

Reducing the number of input fields in your form can make them feel less intimidating for users. By reducing friction, users may be more more likely to complete them and convert.

The UX experts over at Nielsen Norman Group say it best: “every time you cut a field or question from a form, you increase its conversion rate”.

It can be tricky to balance the needs of your users (filling in as few fields as possible) with the needs of your business (capturing as much information as possible), so work collaboratively with your fellow stakeholders to ensure that the most important fields arer

Aa last resort, if more than a handful of fields are absolutely needed, consider whether they could be optional rather than mandatory fields - allowing users to skip them if they wish.

Consider using A/B testing on any new form designs so that any reduction in the number of form fields is balanced with an increase in conversions.