Alun Lucas shares that there's no point perfecting your SEO if people get to your site and there is a horrible form that causes them to abandon - use form analytics to improve the UX of your form and make sure you aren't losing customers unnecessarily. Talking points include: What are the typical differences between a well converting form and a poorly converting form? What fields are necessary? What are form analytics? How do you improve the UX of your form? Is is sometimes a good idea not to have a form? What customer data can you acquire on your website without requiring a form? What is good form design? What software do you use to design forms? Does having good forms help with SEO? How can you measure this?