Forms & Microcopy
Ask only what you need
Every extra field lowers completion, so ask only what this step needs.
Why it matters
Each field is a small cost. For low-commitment actions, ask for the minimum (often just email) and collect the rest later through progressive profiling.
How to apply it
- Audit each field: what will we actually do with this answer?
- Collect extra details later (progressive profiling)
- Use autofill-friendly input types
Common mistakes
- Phone and budget on a newsletter form
- Asking for the same info twice
Quick answers
What is Ask only what you need?
Every extra field lowers completion, so ask only what this step needs. Each field is a small cost. For low-commitment actions, ask for the minimum (often just email) and collect the rest later through progressive profiling.
How do I apply Ask only what you need in UI design?
Audit each field: what will we actually do with this answer?. Collect extra details later (progressive profiling). Use autofill-friendly input types.
What are common mistakes with Ask only what you need?
Phone and budget on a newsletter form. Asking for the same info twice.