Shorter Is Better
Every field added reduces conversion. The delta isn’t linear — going from 10 fields to 5 can double submissions. Ruthlessly cut.
Progressive Profiling
Known contacts don’t re-fill fields you already have. Ask for one new field per visit. Over time, you collect the full profile without the long form pain.
Smart Fields
Fields only show based on logic (location, persona, campaign). Same form, different fields per visitor.
Embedding
Embedded forms on landing pages vs standalone forms vs popup forms each have use cases. Embedded for highest intent; popups for broader capture.
A/B Testing
Test headline, field count, button copy. Not form design — that’s usually a distraction. Winner needs statistical significance, not just gut feel.