Complex user forms are most often found on the websites and applications of companies in the fintech, real estate, renovation and legal services sectors. It is difficult to correctly design these forms, but it is important, because you need to motivate the user to enter a large amount of information.

Here are some ways to make your forms easier and more convenient.

Convince users that filling out the form on the site or in the application will be quick

Before starting to fill out the form in the application or on the website, the visitor should feel that it will not take long. Write that it will take no more than 8 minutes to open an account, and insurance will be calculated literally in seconds. This will prevent the person from being intimidated by the upcoming filling out of forms.

Tell us that you don’t have to spend a lot of effort to fill out a form on the website or in the application.

Usually users are lazy and don’t want to work on something complicated. Make them feel like you will do all the work for them. For example, offer them a list of ready-made choices instead of asking them to manually search for something. For clarity, you can illustrate each example using photographs or illustrations. If possible, do it with humor to defuse the situation.

Make it clear where users are and where they are going

In a long user form with many steps, it is important to reassure users by clearly showing their progress. This can be done using three elements of the site or application interface:

  • Displaying a progress bar

It is a commonly used component for displaying progress. It works easily on both computer and mobile phone.

  • Displaying the main stages of filling out the form
  • Using breakpoint screens

This is the screen that the user sees after completing each step. It is especially important for cases when the form can be filled in several sessions.

State all steps clearly and clearly

A long form with a lot of data tires users. Try to break a complex questionnaire into small steps. “One screen, one action” is a principle often applied in many digital products. It will help make the process of filling in the handicap on the website and in the application smooth, and the user calm.

Explain why you are requesting specific information

After cases of data leakage on well-known resources, users do not so easily disclose information about themselves. You must convince people of confidentiality and explain why it is important to fill in a specific part of the line. Tell us that fully filled-in fields in the application or on the website will help you find the best prices, save good money, get a result much faster, etc. This motivates users to trust you and move on to the filling stage.

Allow users to save filled data

Some forms in applications or on websites may require documents or images that users do not have quick access to. Therefore, it is important to give the opportunity to save the process and return to it after a while. Let people know that their efforts were worthwhile and all information will be saved.

Show how user action affects the outcome

Forms, where the result is displayed on the screen after filling out a certain line, adds a sense of calmness to people. For example, if a person books a plane ticket, he immediately sees the price change when any additional service is added.

Remove distractions

In a complex user form, it is important to create a clean interface so that users are not too distracted by banners and navigation. This increases the chances of users staying focused and completing the funnel. Leave only the links and buttons you need to avoid distracting people.

Offer hints

If the questionnaire requires specific information, in which users can easily make mistakes, it is necessary to add a few hints. Suggest some ground rules for uploading images before filling out, show the hourly pay range for similar projects, or suggest recommendations from other users if the person is choosing a vacation spot.

Add humanity

In an area where users tend to be cautious, such as insurance or due diligence, using empathy can help reassure and motivate them to fill out a form. Make the user feel that they are interacting with a real person, and not with a large, impersonal company, both in the application and on the website.

Prove your legitimacy

Show that you have the authority to provide certain services and that you follow all the rules. So users are convinced of the legality and are more willing to make contact. To do this, you can use accreditation documents, certificates, customer reviews and third parties.

In processes where the last step involves transferring money or making a payment, users can easily leave the site or close the application if they are not sure that all of their information is correct. It is important to provide them with an easy way to review all the information they have filled out and easily edit it in case of an error.


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The strategy for promoting a mobile application should work even at the stage of its creation and fulfill strategic tasks: increase user awareness of the product, increase the number of downloads, retain the audience and encourage the invitation of new users. The more downloads and the more regular user interactions with the application, the higher the possibility of its monetization.

In this article, we have collected six ways to increase these indicators.


It’s a good idea to use a pre-launch mobile app promotion strategy. Invite users to take a survey to find out what feature they especially want in the app. Or start a contest, the winners of which will be able to use the application for free for a month, or may be able to get access to its additional functionality. That way, you can educate your audience about the product, increase brand credibility, add features that users were interested in, and fix bugs even before the app is released. And potential users will wait for the release, get acquainted with the application in advance and take part in its creation and testing.


ASO (App Store Optimization) is a number of ways to promote a mobile application that help improve its ranking in search in the AppStore and Google Play.

They include working with an icon, application name, subtitle, field with keys, description, keywords, screenshots and videos. In order for your app to rank high in search, pay attention to these points.

Make an attractive icon that looks good on devices with any screen resolution and reflects the essence of the application. In the title, immediately indicate the functionality of the program, and in the description tell us how to use your application and all its advantages. If there is a lot of text, break it into paragraphs. Also, don’t forget to use keywords – with them, users will be able to find your application faster.

Right: An example of a keyword search. Left: an example of an application description for paying for per-minute workouts in gyms – Gymmy Fit

Behavioral factors

Behavioral factors affect the algorithm for promoting mobile apps in stores. Most often, store users install applications that are in the top and on the first screens. Where your application will be displayed is affected by: the total number of installations, user ratings, the number of comments, launches and uninstallations of the application over time.

Another method promoting mobile applications using behavioral factors – to build in the application the ability to rate it and leave a comment. For example, after a completed task, a chain of actions, or before the user exits the application. Motivate users to launch the app more often with points or assignments that only open after several days of use in a row.

Content marketing

Of great interest are companies that do not just advertise the application, but share their experience, show expertise and make it clear that the application will definitely solve some kind of user problem. Or maybe more than one.

Content marketing is effective as a way to promote mobile applications, because it provides the audience with useful information and you the opportunity to increase your site’s search engine rankings. An additional way to promote mobile applications is to publish articles and news on third-party platforms of related topics, in addition to articles on your website’s blog. This way you will get additional traffic, interest of potential users and new installs. Often, specialized publications write about interesting applications and new products for free.

An example of useful articles from blog BeeO is an application that will help you choose the right products for your health.

Social networks

In this article, we wrote that social networks as a method of promoting a mobile application are getting tight and we have proposed three alternatives. But if you have a loyal audience or you know where to find it, then there is no reason at least not to try posting on social media. Tell existing and potential customers about the stages of development, share screenshots, engage in discussions and give away access to the beta version.

Another way to promote a mobile application on social networks is to integrate with them in the finished application. People like to share their achievements with friends and receive bonuses for small actions like reposting a profile in an application on social networks.

Push notifications

Use push notifications as a method of promoting mobile apps. This tool will be able to motivate users to launch it and use it more often. And in this way you can also talk about new events, promotions, discounts, the latest updates and additions.

Pinterest notifies that 9 people have saved the user’s pins, and Yandex.Music invites you to go into the app and listen to the new episode of the podcast.

Analysis of the effectiveness of the application

While engaging in a strategy for promoting mobile applications and looking for new channels and ways to get additional traffic, it is important not to forget about analytics and efficiency.

Sources, total number of installs, number of launches, session duration, advertising costs, user acquisition cost – these are the metrics that need to be analyzed and changed based on the data. For example, stop using channels that are not producing results and test new ones.

Most often, Yandex.AppMetrica, Google Analytics for Apps, AppsFlyer and AppAnnie are used for analysis. But there are also a number of services that will help you keep your finger on the pulse, assess the interests of users and choose new directions for development.

It may be helpful: on our blog you can read an article about the main metrics of mobile app quality control.

To promote a mobile app, advertise it in the channels that are right for you prior to release. For example, through mobile app ads, search ads, or social media ads. Promote it with ASO, user activity, newsletters, and social media posts. And, of course, constantly analyze the results, listen to the opinions of users and improve the methods of promoting the mobile application and the application itself.

More and more buyers are browsing catalogs and offers of companies in mobile applications, but only 3 out of 10 users make a purchase. Most leave the app because of a complex and slow interface or lack of up-to-date information. Only 6% of visitors don’t make a purchase due to personal preference. But untapped mobile app capabilities and poor user experience can cost a business too much!

The good news is that the situation is easy to fix. This article describes how to improve the mobile app and make it more user-friendly.

How to improve UX


Onboarding is a process that helps people dive into the functionality and settings of an application in order to use it more productively.

If your application has steps where you can go wrong, take care of the users and design prompts.

You can read about onboarding and its types in this article.


Small and inconvenient input fields on the mobile version are another barrier to purchase.

The time it takes to fill out forms can be greatly reduced if:

  • Adapt the address and zip code fields to the countries you work with.
  • Immediately report bugs to users.
  • Provide hints about the format for entering a phone number or email address.
  • Skip filling out forms entirely with the one-click login feature via mail or social media.
  • Use simple payment methods Google Pay, PayPal and others.
  • Correct errors in queries and give hints about possible options for what users are trying to find.
In the Wildberries application, hints are implemented when entering the search field and changing the phone number.

Blocks with recommendations

Cross-sells (especially with machine learning) increase conversions. Offer customers products that they might like or that are popular with other users with similar behaviors.

In addition to blocks with similar offers, use the description of price benefits, return conditions, or information about free shipping in the product card.

H&M offers to view products that match what the person is viewing, and Shein recommends items that other users have bought with that product.

Easy product comparison

Before placing an order, customers want to make sure they are making the right choice. Comparing products in a mobile application is technically more difficult, because you cannot open multiple tabs at once, as on a computer.

Yandex.Market solved this problem by using comparison lists. It is easy for a buyer to compare prices and functionality of goods from one category and choose the one that suits them.

Clear examples

It is difficult to decide on a purchase when the products and their functions are poorly shown in the application and it is difficult to understand how the purchase will look like in real life. Use high-quality photos, videos and 3D images, detailed product descriptions, and an easy-to-understand dimensional grid to help users make choices.

The ASOS app uses high-quality photos and a detailed description of the product: composition, care rules, size chart and brand information.

Available information

Nobody likes to know about product availability, delivery times and taxes only in the last stages of ordering. Be transparent about the information and provide it succinctly on the product card. A separate plus is the availability of contacts of managers to whom the client can write if he has any questions and, of course, timely feedback from these managers.

As mobile stores evolve, companies that are able to adapt in time and provide a better user experience from landing page to checkout will gain the advantage. If you notice that most of your visitors don’t make it to the purchase stage, it’s time to improve the UX design of your mobile app.


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