Perception

Simple form layout changes reduce perceived effort

+16% lead increase

In the control, left-aligned field names and a single-column layout made the form appear longer and more complex. By switching to a two-column layout and placing field names inside the fields as placeholders, the form appeared shorter and easier to complete, leading to a 16% increase in leads.

Create Your Form

Intent

Friction

Friction was reduced by adjusting the form layout to two columns and using placeholders to display field names inside the fields. This design made the form appear shorter and easier to complete. The simplified layout and intuitive interaction lowered the perceived effort required, making the process feel faster and less overwhelming for visitors.

Motivation

Plays