This study reports a controlled eye tracking experiment (N = 65) that shows the
combined effectiveness of 20 guidelines to improve interactive online forms when
applied to forms found on real company websites. Results indicate that improved web
forms lead to faster completion times, fewer form submission trials, and fewer eye
movements. Data from subjective questionnaires and interviews further show
increased user satisfaction. Overall, our findings highlight the importance for web
designers to improve their web forms using UX guidelines.