Optimizing forms to drive higher conversion rates

In this episode of Insivia’s Live Special Edition, Andy Halko and Tony Zayas delved into the intricate world of form design, a crucial aspect of driving conversions for software-as-a-service (SaaS) websites. From simplifying layouts to enhancing user experience, they explored various strategies aimed at optimizing form design to maximize results. Let’s delve into their insightful conversation and extract key takeaways for software companies looking to boost their conversion rates.

1. Simplify, Simplify, Simplify

Forms serve as the gateway to conversions on SaaS websites, making it imperative to streamline the user experience. Andy and Tony emphasized the importance of minimizing the number of form fields to essential information only. By eliminating unnecessary fields like middle initials or additional personal details, software companies can reduce friction and expedite the conversion process. Furthermore, they highlighted the significance of clear and concise label design, opting for straightforward labels such as “Name,” “Email,” and “Phone Number” to enhance usability.

2. Design for Seamless Navigation

Form layout plays a pivotal role in shaping user behavior and driving conversions. Andy and Tony discussed the drawbacks of the “zigzag pattern,” where users navigate back and forth between fields, resulting in a suboptimal user experience. Instead, they advocated for a straight-line form design, allowing users to progress seamlessly from one field to the next. Additionally, they cautioned against the overuse of drop-down menus, which can introduce unnecessary complexity and hinder form completion.

3. Enhance User Confidence and Engagement

Beyond form layout and field optimization, Andy and Tony underscored the importance of reinforcing user confidence and engagement throughout the conversion journey. They recommended embedding supporting content alongside the form, providing users with valuable insights, benefits, and frequently asked questions. By offering contextual information and value propositions, software companies can instill trust and motivation, encouraging users to proceed with the conversion.

4. Test, Analyze, Iterate:

An essential aspect of form optimization is continuous testing and iteration. Andy and Tony stressed the significance of A/B testing different form variations to identify the most effective design elements and messaging strategies. Tools like Hotjar, which offer heatmaps and session recordings, can provide valuable insights into user behavior and preferences, informing data-driven decisions to enhance form performance and overall conversion rates.


Form design is a critical component of the user experience journey for software companies seeking to drive conversions on their websites. By simplifying layouts, optimizing field design, and reinforcing user confidence, businesses can create frictionless experiences that encourage users to take action. Moreover, leveraging data-driven insights and conducting iterative testing enables software companies to refine their form strategies and unlock greater conversion potential.

In essence, mastering the art of form design empowers software companies to effectively engage users, drive conversions, and ultimately thrive in the competitive landscape of the SaaS industry. By implementing the principles outlined by Andy and Tony, businesses can elevate their form design strategies and unlock untapped opportunities for growth and success.