In his guest post, Alun Lucas, Managing Director of Zuko Analytics, discusses common pitfalls businesses encounter when designing online forms and offers insights on how to optimize them for better user experience and conversion rates. Lucas emphasizes the importance of designing forms from the user's perspective rather than the business's, ensuring mobile optimization, and managing user expectations regarding the information required. He critiques the use of dropdowns for lengthy lists and advises against asking difficult questions first, advocating for clear and helpful error messages. He also suggests avoiding redundant password confirmations and underscores the necessity of explaining why certain information is needed to alleviate user concerns. Additionally, he warns against being overly restrictive with input formats and highlights the benefits of inline validation to improve form completion rates. Ultimately, Lucas advocates for a user-centered approach, leveraging tools like Zuko Analytics and Clearbit to streamline forms and enhance conversion rates.