21 first class examples of effective web form design

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Forms are important online. When well designed they make it nice and easy for people to sign up for newsletters, make a purchase, and so on.

However, badly implemented forms can be a real barrier for potential customers, frustrating them to the point where they give up.

Web form optimisationand good design is therefore vital, so here Ive gathered up 21 examples of form best practice from a range of different sites.

We have checkout forms, contact forms, mobile optimised forms and more…

This is a great example from Threadless. The simple text in brackets next to form fields deals elegantly with a number of potential input problems.

Were all familiar with those password strength indicator bars you see in forms, to the extent that some people perhaps ignore the advice.

Here, Geeklist has a different approach which should encourage the user to try a little harder when creating a password.

This saves users the serious annoyance of attempting to submit a form or move to the next step, only to find lots of errors.

Here, Autoglass either approves or corrects as I complete the form.

Kickstarters forms pick up on obvious email address input errors, which will save a lot of hassle for users.

Optimising forms for mobile is all about reducing data entry (OK, this is true for desktop too, but even more so on mobile) to save users time and effort.

The Kayak mobile site detects my location and thus reduces time spent in drop-downs. The options are designed for fat fingers too.

The calendar tool is one of the best I have seen on mobile. Big squares make it easier to avoid input errors.

Wiltshire Farm Foods delivers meals, and has a predominantly older customer base.

Here it tries to make the payment page, and checkout forms in general, nice and simple to use.

On Flickr, if people get all shouty, or leave the caps lock on by accident, it will convert the message into more civilised lower case.

Maybe Mail Online needs to look at this…

In this example fromMurat Mutlu on Dribble, the progress indicator is excellent, while the scan card option could save users a lot of time.

On Github, this handy feature recognises the type of payment card as you begin to type the number.

This saves the customer from filling in an extra field. Anything that shortens the process of form-filling is welcome.

This doesnt improve the UX particularly, but its a nice little design feature that makes you want to use the form.

ASOS stores customer card data (if they consent to this) thus making repeat purchases nice and easy, which accounts forDavid Mothscolourful trouser collection.

Once customers have entered login details, they only need to key in their card security code to complete the transaction.

This rate the beer form on the Barleys site has an appealing design and works well.

Vertical label alignment works much better on a mobile, meaning that form fields and buttons dont have to be too squeezed.

Sometimes users will want to know why a particular piece of data is required. Providing this information clearly can prevent them leaving the form.

Here, Moneysupermarket provides this information right next to the relevant field.

The John Lewis iPhone app shows clear delivery options for each product with the option to click for further details.

This is a neat tool from Wopata on its quote form, just to gauge how eager people are for a reply.

Here, Walmart displays a numerical keypad for the phone number and zip code fields, making the job easier for customers.

This contact form mixes various styles of data entry, making the process much more fun.

This page fromStaples new siteis a great example of best practice.

First of all, offering the option of guest checkout is a must for avoiding abandonment as people can be deterred by compulsory registration.

Here, Staples not only offers this, but alsooutlines the benefits of registrationand lets customers know they can easily create an account later if they want to.

The House of Fraser checkout is an excellent example of best practice.

Theres no compulsory registration, anenclosed checkout, and nice proactiveuse of live chatat a stage where customers might have questions about a purchase.

Best Buy has an excellent mobile checkout. The large text fields and clear calls to action mean its easy to navigate, while the progress bar shows many steps are left.

It has stripped out any unnecessary information so the pages are uncluttered, and text fields are well designed for touch screen users.

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Published 10 April, 2014 byGraham Charlton

Graham Charltonis the former Editor-in-Chief at Econsultancy. Follow him onTwitteror connect viaLinkedinorGoogle+.

CheckoutWeb FormsForm OptimisationForm DesignCard PaymentCustomer ExperienceEcommerceMobile

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Graham, excellent article. One I would have liked to have produced 🙂 Nothing much else to say really, high five from me.

Graham Charlton,Editor in Chief at ClickZ Global

I was just thinking to design a web form. This article really helped me to craft my design better.

I liked the Githubs and walmarts form.

Graham Charlton,Editor in Chief at ClickZ Global

@Minhaj – thanks. Is it a mobile form?

Sonny Nanua,UX Analyst at Nottingham

One of my irritants is the not being able to auto tab on sort code or DOB fields especially on mobile!

Some very useful points here. Another thing to consider is disabled accessibility (e.g. making sure the form can be used on e.g. screen readers etc.)

Brilliant insight and tips Graham, covering nearly all the bases. Might be worth a comment on social log-ins – In theory, they make forms redundant! I wonder what percentage use social log-in versus standard form fill option?

In the Staples example, It always strikes me that most people are so used to seeing something that they dont even challenge the concept altogether.

My colleagues and I developed our own open source eCommerce system, where the account is created automatically for the client. the shop owner can decide whether to communicate about it and email credentials to the client once theyve placed their order.

Clients have access to their shipping address, orders history etc, while reputation and security risk is minimized since the system does not keep credit card info.

End result; checkout is streamlined and diversion-free as clients dont have to even start thinking whether they should create an account.

Grant Kemp,Omnichannel and Mobile Practice Manager at Photobox

Especially like the shout about live chat support on checkout.

We need more brands to be doing this.

Guy Mucklow,Senior Web Designer at PCA Predict (formerly Postcode Anywhere)

Another great article once again Graham. Id be interested to see your thoughts on address form design. There are so many variations when it comes to entering your address online but with so much at stake in terms of an incorrect address, I think it is one of the most important forms to get right.

Jaimes Baker,Head of Creative at Haymarket Network

On thing that I find interesting is the variety of field header positioning. Most examples have the title above the answer field but some have it to the left and one has the field title within the field box ready to be immediately overwritten.

I personally favour having titles to the left to aid scanning of titles and answers, but is there any view on which is preferable or gets better conversion?

Graham Charlton,Editor in Chief at ClickZ Global

@jaimes – I think its horses for courses. Title above is better for mobile is its amore efficient use of space, while horizontal alignment can be better for scanning. Having text in the box can work, though obviously it will disappear when the user clicks in the box, which can be a problem.

James Gurd,Owner at Digital JugglerSmall Business Multi-user

I really like the javascript solution for checkout that recognises the card type as you enter the number. It reduces the number of clicks + means you can easily tailor the form based on the number being entered.

An interesting trend for retail ecommerce checkouts is for the sign-in page to request an email address only then give the option to sign-in or register. The optimal implementation IMO is to lookup the email address and if its already registered, display the sign-in fields, if its not recognised, display the guest checkout option.

Jason Ojukwu,Digital Project Manager at Carers Trust

I agree with the points that we raised in relation in e-commerce but I noticed that in having to sign-up to make a comment the Econsultancy form uses several pre-filled placeholders. Any thoughts on whether this aids the user experience or detracts from the required actions?

Really good post, Graham. I make websites and teach others to make websites – will definitely refer them to this page.

Bridie Pritchard,Senior Editor at Sticky Content

I completely disagree with you about the the beer rating. While the icons are nice there is no indication of which way the rating system runs. Is 1 the highest as more beer has been drunk and winners come in first or is it like hotel and Amazon ratings where the more stars the better.

Bridie Pritchard,Senior Editor at Sticky Content

Sorry hit post accidentally rather than preview before I had completely finished.

Also, because of the symbol top top left are you rating it from dark to light rather than on quality.? Think it is all potentially confusing.

Michael Lai,Marketing Manager at Finance Now

Thanks Graham. I know this post is 2 years old but do you have any suggestions on how much content to display for forms. Is it better to display more pages of shorter chunks or longer pages with less pages?

Good tips. Validation in particular is a major fail on many forms today.

I agree with the points above and have written a little more on validation specifically here:

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Real Estate Advertising 43 Great Examples Of Rlste Facebook Ads

Facebook Advertising Optimization Tool

December 6, 201710 CommentsAndrew Tate

Facebook is the perfect place for real estate advertising.

Thats because, with real estate, you can use location, demographics, and interests to target potential buyers who have the best fit with your property.

Forany kind of property youre hankering to sell, its way easier to find your perfect-fit customers on Facebook than any other platform, be it digital or brick-and-mortar.

Check out our selection of the best Facebook ads for real estate and discover how to bring on thepersonalityandsolve customer problemsright in your ad!

You may have your listings all rounded up, photos and agents at the ready. If youre an agent yourself, you may already have a portfolio of closed deals.

How do you spin these materials into the space of a single ad?

Luckily, weve rounded up43 stellar real estate ads to inspire yourad designand help you determine exactly what you should (or shouldnt!) include.

Zephyr Real Estate gets people into adesirous mindsetby writingcopy with a command: imagine coming home to this gorgeous 1 bedroom in a swanky part of San Francisco. The link description emphasizes this again with You could be coming home to this. A desiring mindset is a buying mindsetprompting viewers to click on the ad to find out how to achieve a vision for themselves.

Lisney boosts brand awareness byusing Facebook Live to tour a property. A live video tour makes Lisneys listing more authentic, building brand trust in ad viewers.Facebook Liveads helped Lisney 4.5X viewings on their pilot property.

QuintoAndar useddynamic adsto target people who looked at particular properties on their website. They used theCarousel formatto show offthe propertiesthat werealready looked at, plus othersthat could be of interest,increasing their chances of renting to those retargeted.

99.co, a Singapore-based agency, usescreative contentmarketingto draw people into the companys website. The image and the well-written copy set 99.co on the map as a real estate tastemaker.

IGrow Wealth Investments increases brand awareness byhosting an educationaleventon property investment. They make it clear with the Free corner banner that people have nothing to lose by attending the event.

Vakil Housing uses atouchy, but effective pain pointto persuade people to consider their homes: keep your whole family together. By making their copy about family, Vakil Housingtakes the riskand stands out as a more personal, understanding agent.

NestAway uses a banner to clearlymark itscompetitive advantage: providing house listings that include furnishing costs. The image reinforces the benefit of using NestAway, by featuring a fully furnished apartment.

You dont have to use an actual floor plan to get people to notice your property. One Smart Penny grabs the attention witha stock floor plan, which stands out visually from the usual real estate photos. Thisattracts people who have specific real estate goals, like square footage or layout.

Coldwell Bankeruses a celebrityinfluencer,John Smoltz, to appeal to baseball lovers looking for a home. This makes effective use ofintersecting intereststo narrow in on a specific, dedicated niche.

Sunway Property distills its service down to two selling points: an immediate returns plan and a well-located Flexi Office. They putboth points straightin the copyso that people know exactly what theyre getting into with the ad click-through.

Mr Sell Team promotes its listing by using ahigh-production valuevideo. This elevates the agencys aesthetic, and by extension, its authority in a sea of ads that feature amateur-shot videos.

Right in its copy, TheMoveChannel providesvaluableadvicefor its Facebook ad viewers on what to invest in, and when. This providescompelling context for the individual apartmentsthat TheMoveChannel is actually selling.

Keller Williams Realtygenerates leads with the power of a free home valuation. This ad promises toreduce the frictionof selling a home byoffering to take over an important stepin the process. This acts as a magnet for potentially stressed people who are about to sell, or are thinking of selling.

With the simplesub-headline, Todays Low Inventory Market, Zillow Premier Agentaddresses a customer problem head-on. It emphasizes its free solution: 10 Ways to Get More Listings.

When people have a lot of different showings to attend, anevent admakes it easy for people to sign up for yours right away. South Bay Homes created an event ad for its Open House, whichmade it easy for interested parties to mark it on their Facebook calendar, notification and all.

AdWerx targets real estate agents withatime-sensitiveoffer, but keeps the ad tasteful by making the before its too late a smaller font. The ad graphic also hammers home the limited supply by showing one more spot left.

Roman Sidorenko advertises himself by promoting content thatconnects him to a household name:Airbnb. His no-frills copy, my story with Airbnb, builds him up as a regular guy who made $40,000. The ad design keeps it modest and simple to suggest thatyou,the ad viewer, can toowith Romans advice.

HomeUnion uses a forceful slogan to make its value proposition clear to a niche audience. Be an Investor, Not a Landlord makes use of the fact thatnegative headlines tend to garner more clicksjust bycreating tension around a specific opinionthat being an investor is better.

Placester usesa contestfor high-value rewardsa real estate website and an iPadto entice people to sign up for their services. The ad image strategically incorporates the website into the iPad itself.

Northern Atlanta Real Estate providesa helpful listof all single story homes in the ad viewers area. This not only beckons the viewer to click through formore information, it also puts Karin Carr, a specific agent at the agency, on the viewers radar.

Holley Real Estate made a standout video ad byusing a drone to do a tourof their featured listing in Michigan. It garnered curious views and heightenedpost engagementbecause the video featured a unique way to see a house.

Goodlife Realty uses Interest targeting to design an ad that matches properties withstandout featuresto people who would appreciate them. In the case of this ad, its an Arnold Palmer designed golf courseand people who love golf, as segmented through the Facebook Ad ManagersInterests panel.

What the Sooke emphasizes theconvenience and eco-friendliness of a listingto people for whom the commute and eco-consciousness arepriorities. The ad does this throughcopy and its headline, which says Just 4km from Downtown.

For a lot of real estate ads, the images tend to be stock photos of houses that were pretty, but long off the market. To communicate to your viewers that what they see is what theyll actually get, use aCarouseltoshowcase multiple current listings. Provide details like price, location, and number of bedrooms to give people a snapshot of whether the house is what theyre looking for.

People respond to a vast array of visual features when it comes to a house. You can take advantage of the Carousel format, as Sacramento Real Estate Photographers did, toprovide different angles of the same listing.Some people will respond to the facade. Some will want to click through because of the pool. Carousel ads let you appeal toa wider audienceof potential buyers.

All Marblehead features its agents by making their name and contact info easy to pinpoint. The boldest part of the Facebook ad isthe headlineand while thats usually reserved for aCTAor a value proposition, itsa standout place to put a name and phone numberfor easy reference.

Bloomfield NJ Real Estate Market pumps upits local awarenesswith arelevant statisticabout the local market.

Open Listings uses its ad to bring on the ultimate FOMO: amoney-saving offer. In this case, its a 50% commission refund, which they strategicallyrework in their image asa solid number.

A lot of pictures for modern interiors end up looking similar:muted, clean, and balanced. The Oberoj Team makes their ad image stand out by using abright redJust Listedbanner.This makes their listing seem fresh and new.

Alternative Marketplace gets their message across by asimple graphicmade up ofsymbols: a house, cash, and a handshake. Thismakes their value proposition immediateto people who might be scrolling quickly through their feed. For more details, people can turn to the copy: its a bond investment opportunity.

First-time home buyers are likely to need help choosing a home in their area of choice. For its single-image ad, Ann Arbor Real Estatetargetsfirst-time home buyersand promises to solve their problems with a mobile friendly home search. This, paired with an image of a friendly interaction with an agent, makes the agency appear helpful and knowledgable.

When it comes to a prospective home, people are likely to scrutinize before they buy. Joe Taylor group follows up on that need by providing 11 photos of the same listing within aCollection format, which allows people to see 4 of those photos at a glance. Byputting the most enticing photos in a Collection, Joe Taylor Group presents their listing as eye candy, and worth an immediate offer.

When it comes to valuing our homes, arent we all looking to see what the house down the block sold for?Neighborsare a compellingsource of social pain, and Venture Realty Group uses your neighbors house toaddress the customers pain point of underselling.You can usegeolocationto target people who live near properties that have already been sold.

The main function of real estate ads is to get people to interact with a property in real life. What if you couldconvince someone to buyright from their Newsfeed?With a virtual tour, CMK and Associates did just that. They teased the tour with a promise that it will leave you speechless. If you dont have time to construct an entire homes tour, you can useFacebook 360to tease a particular room.

A determining factor in buying a home is price. People filter their house search by price, which is why Beazer Homes mentions their curated price range of homes toreduce frictionfor a specific audience segment.That way, the prospective buyer looks at the ad and immediately clicks because the price range of homes provided is what they would have to search for on their own.

Using a picture of a house is a common trope in real estate ads. To stand out, StreetText promotedfunny, self-aware contentthat rounds up real estate images that miss the mark.

When selling anything related to peoples homes, it boosts brand awareness toproviderelatable, down-to-earthadvice about homemaking.In this State Farm Nation ad, the insurance company features a home hack of vanilla fragrance.

People want tosell their homesfor top dollar, and with a map of selling prices in their area, they can get a sense of what top dollar means for their specific neighborhood.Mapsare a useful wayto assess this at a glance, which is why this Vancouver Area Homes for Sale ad effectively grabs the attention. It provides real value, right within the ad image.

Donovan Home Team putsas much detail in the link descriptionas possible for its home description. Thats toreach to detail-oriented viewerswho are looking for a particular home feature, like vaulted ceilings, 2 offices and more.

People believeuser ratingsmore than any other kind of trust proposition, so if your agency has a lot of praise and the rating to show it,featuring thatcustomer feedbackis an effective way to show legitimacyand stand out. Grant, Griffith & Jones boosted brand awareness by featuring 5 stars and an endorsement from Zillow in its image.

Roger Prasad uses hype in his copy, like emojis and all caps, tocraft a unique voiceand make hisrole as an agentinto a hero.He specifies how: You dont need to guess the value of your home. I can give it to you INSTANTLY and for FREE. This emphasis on I suggests to people that he understands their pain points and can solve their problems with enthusiasm and without risk.

Competition is built into house hunting, and nothing drives up thecompetitive impulsemore than a house thats not yet, but will be, on the market. Parker & Brown uses a Coming Soon banner togenerate hype for listings before they hit the market.

Most real estate ads feature a gleaming, well-lit propertyduring the daytime.Night picturesbring out the unexpected personalityin a listing. Aquila Commercial uses evening pictures to feature their listings outdoor lighting system. The Carousel format puts night and day pictures side by side foreye-popping visual contrast.

When it comes to making a standout real estate ad, its all about promisinginformation that solves customer problemswithpersonality.

These 43 ads all feature something unexpected that makes them stand out from ads that just put up a pretty house picture and call it a day.

We hope these examples haveinspired youto design your real estate advertising campaignwith a twist!

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Although I dont do retail estate advertising I can still gain some valuable tips. Do appreciate your articles

Great advertising examples! Very useful! Thanks for sharing!

It takes time to reap rewards from ads on the social network. The top agents who generate Facebook leads work hard to improve their campaigns. Great post thanks for sharing keep it up!

The list you shared related to real estate advertising is really informative. Thanks for sharing such a nice blog.

Excellent examples. Can take these and with a simple adjustment make them work in any market. Thank you!

Thanks for sharing one of our StreetText ads, but really it was just a fun blog post 🙂 If I remember, it did bring lots of organic traffic, which is always fun to see. Its a good practice to try everything when initially setting up marketing campaigns and see what sticks. Keep up the good work AdEspresso and gave a great day

Thank you for your post. This is excellent information. It is amazing and wonderful to visit your site.

Thank you for putting up this together. This is a big help!

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