10+ Best Multi Step Form Examples And Why They Work
2023 update: We’ve added more multi step form examples, removed old ones and brought some links up to date.
The power of multi-step forms is no secret – a good multi step form can increase your conversion rate by over 100% off the bat.
And according to Klientboost, a leading conversion rate optimization (CRO) agency, it’s one of the highest impact CRO experiments you can run right now.
What’s more, multi step forms allow you to ask more questions without your users becoming bored – letting you collect more detailed, qualified leads.
But how do you know what a good multi step form looks like?
We’ve spent years building and studying these forms, and have gathered our favourite 11 best multi step form examples from across the Internet.
There’s no doubt about it: these multi step forms convert like crazy.
Table of Contents
11 – “Post a job?”, by Khoros
This form from Khoros only just scrapes onto the list, but we wanted to point out a few nice UX elements we liked:
What we liked:
- There’s a clear sense of progression between the steps
- The steps become lengthier as the form progresses (as the sunk cost fallacy takes hold)
What we’d test:
- Asking email on the first step is pretty high threat and could turn off some visitors. Instead, we’d try putting the email address last and retargeting visitors who don’t complete the first step.
- The form conveys value poorly: “Are you ready for a demo?” is an uncompelling headline.
As well as being a good example of a multi step form done, this also a decent example of product-led onboarding.
10 – “Want more SEO traffic?”, by Neil Patel
It’s no surprise Neil Patel made the list – he’s been a marketing powerhouse for years, and never lets a single visitor or conversion opportunity go to waste!
Neil and his team give us a great reason to start filling out the multi step form: a 7 week SEO action plan, delivered straight to our inbox.
The first piece of information we’re asked for is our website – a nice, low-friction “ask”, since it’ll be needed to provide the free report.
Notice how the form often asks about the benefits we hope to receive, and the collection of information is always justified:
What we liked:
- Super clean design
- Great justification of data collection
- The questions both reassure the user and provide useful information on budget/qualification
What we’d test:
- Asking for a phone number is a bit cheeky, but we bet this has been tested!
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9 – “2 steps away”, by TeamGantt
Rather than feeling like a stand-alone registration form, this form feels like part of the product. The blurry background makes it clear there’s just one thing standing in between you and your shiny new Gannt chart – and you need to do it now.
The copywriters knew what they were doing too – every piece of information you give up has a clear purpose and benefit – for example, when adding a password, “Protect your account with a password and get planning”:
What we liked:
- Nice inline validation. There won’t be a barrage of error messages at the end of the form!
- Strong, benefit-driven microcopy
- Clean, simple, thoughtful design
What we’d test:
- Users registering for your product are fairly motivated. TeamGantt probably could have got away with asking for more information between steps 1&2.
8 – Lemonade.com’s Easy Insurance Quote
We’re torn on conversational forms. Executed badly, they can come across as patronising, out of place and… so 2017.
But done well, they can elevate your website to an experience and make a brand literally speak to you – like a scealeable army of loveable, approachable salespeople.
If that all sounds like a load of rubbish, take a look at this example: Lemonade’s conversational multi step form:
What we liked:
- A fresh, conversational approach that fits in with the brand.
- A good, clear reminder of the benefit the user is receiving (“I’ll get you an awesome price in minutes”).
- Nice use of non-standard form field, like Google address autocomplete
- High threat questions last (email address, date of birth, terms of service checkboxes)
What we’d test:
- Add a better sense of progress as you complete the steps: it’s unclear whether there are 4 steps left, or 40.
7 – Thread.com’s Stylish Onboarding
The team at Thread make signing up for their service straightforward, engaging and fun. And the UI (user interface) of this form is particularly polished, with crisp, clear buttons and fields.
We’re never asked for too much information, with numbers being requested as ranges rather than exact figures.
When Thread want to know the colour of our eyes, they ask us to tap the visual representation of the color, rather than making us read through a long list:
What we liked
- We’re told exactly why each piece of information is important
- There’s a clear outcome (read: benefit) to filling in the form – a new wardrobe!
- Great use of bespoke components (color pickers)
What we’d test
- There’s not a great sense of progress, so the form starts feeling a little “endless” – try a progress bar or indicators.
- Validation should point out exactly where a user missed a field, rather than making them guess.
6 – Hello Fresh’s Special Offer
Hello Fresh’s form is a lesson in copywriting as well as form design. They clearly articulate the value proposition on step 1, so users can be left in no doubt what the service does.
Calculations in the form itself show the user exactly how much they’re saving, encouraging larger baskets:
What we liked
- This is a complex form delivered well – the user could select from 12 combinations of “number of people” and “recipes per week”, but there’s no overwhelm here.
- No punches pulled in the H1 copy – we bet the Hello Fresh team have tested discounts and know what works.
What we’d test
- We’d be tempted to try out some visual representations of the boxes: “recipes per week” could lend itself really well to an illustration showing the differences between the boxes.
- On mobile (probably 50%+ of their traffic), there’s no graphical representation of what a recipe box is – which could lead to a lack of clarity and decreased conversion rates.
5 – “Let’s Start Hiring”, by Toptal
This form’s been around for a few years, and is actually one of the first forms that inspired us. It’s appears as an overlay on “exit intent” as a last-ditch attempt to get users to engage.
It’s clear, accessible, and has an excellent progress bar to reassure the user that they’re getting closer to the end. Greyscale customer logos add to the brand’s credibility without being too distracting:
What we liked
- A simple, effective multi step form with nice transitions and a solid design
What we’d test
- It’s not always clear exactly why Toptal are asking us for information on each step.
- The snarky “close” text (“No thanks – I’m not hiring”) reminds us of those annoying popups – “No, I hate saving money!“. We have yet to see a study of these improving conversion rate, so a simple “X” in the top right corner would suffice.
4 – Termly’s Terms & Conditions Builder
One of the great things about multi step forms is that they can take an overwhelming, almost unmanageable request for information and reduce it down it into something almost joyful.
There’s nothing more dry and unmanageable than asking legal questions to generate a terms & conditions policy – and Termly did a great job.
It’s nice to feature a form this complex, as we know most forms will be much easier and simpler to build than this!
What we liked
- Clear information hierachy.
- Clear outcomes (user can see a preview of their document as they progress).
- Delightful, simple and consistent UI.
What we’d test
- Add validation to the form to ensure users fill in each step as they progress. Forcing users to do everything at the end increases the chance of distraction.
- We’d expect the items on the left of the page become a “checklist” as the user progresses through the form.
What we’d test
- There’s no ability to go “back”, which will annoy a small percentage of users.
- “Almost there” as a CTA is playful and conveys a sense of progress – but fails to convey what the button does. We’d swap this out for a consistent button and add a progress bar.
3 – “Find the perfect professional”, by Bark
The building trade isn’t known for building beautiful forms, which is perhaps what makes Bark’s multi step form so wonderfully refreshing. Bark have taken an industry littered with non-responsive, difficult to use websites and created something beautiful.
This bespoke form makes great use of autocomplete, postcode lookups and more. Even the easing effect on the progress bar is a delight!
What we liked
- Beautifully clean interface
- Clear sense of progress
- Pretty much distraction-free
- There’s lots going on under the hood here: this form almost certainly loads from a backend delivering just the right question to ask next – clever!
What we’d test
- It’d be nice to see better use of iconography / images, but we can see why these weren’t included!
- It’s hard to suggest anything more – this is near multi step form perfection!
2 – KlientBoost: “What do you need help with?”
Klientboost were one of the early advocates of the multi-step form, so it’s no surprise they appear on this list.
In this form, clever copywriting meets beautiful design – it’s a stunning example – one of the best multi step forms we’ve seen:
What we liked:
- Clear, benefit-driven headlines and copy. The form asks users how it can help the user, rather than the other way round. It follows the principle of quid pro quo.
- Clever use of tech to pre-fill information where possible.
- Gives users an “out” if they’d prefer to call. If we know Klientboost, these calls will be tracked too.
What we’d test:
- We’d be willing to bet a few visitors type their name into the email address, only to see it invalidated. Consider using a firstname + lastname box, or only asking for first name.
1 – “Build your Boxt”, by Boxt
If you’ve ever tried to order a replacement hot water boiler, you’ll know how frustrating it can be. You can spend hours gathering quotes from installers and chasing installers for delivery dates. Boxt changed all of that, making ordering a new boiler super easy with their multi step form.
We love how this form provides “just enough” information as a glance to appear simple and intuitive – whilst always providing more information a click, tap or mouseover away.
It’s clear the team have pored over every part of the process, removing friction and doubt where possible and adding clarity. Boxt goes against the grain by showing an “On the wall” price in its form, rather than a price that’ll increase later down the line.
Shout out to Zone Digital, who we understand created this form!
What we liked
- This is a best-in-class multi step form. It’s clear and easy to navigate, asks sensible and relevant questions and shows the user’s progress nicely.
- Perfectly responsive – looks just as great on tablet or mobile
- This was a holistic effort: Boxt could have created a fantastic multi-step form, but still had mysterious pricing or no reviews. They’ve systematically worked on every part of their value proposition to deliver a grade A experience.
What we’d test
- Rather than asking the user to enter the “first part” of their postcode, consider getting the whole postcode and splitting it out for them.
- That’s it!
Need your own multi step form?
If you’ve found these forms inspiring, you may be wondering how you can create your own multi step form.
Multi step forms are traditionally very difficult to build: when factoring in validation rules, integrations and maintenance, they can cost $000’s in custom development.
Luckily, Growform makes it easy to build multi step forms, with no developers required:
The tool was built from the ground to help you build high-performing, multi step forms – and even comes with a 14 day free trial.