"Every form is different and it all depends on the objective you are looking to achieve" says the latest guest on #theBigLift podcast, Alun Lucas, Managing Director of Zuko Analytics.  Who suffers the most from badly designed forms and what businesses can do to improve forms conversions were just some of the questions we discussed. Alun offers plenty of insight and helpful advice on forms in broad range of industries, both B2B and B2C. A highly recommended episode full of practical tips to anyone who is involved in UX, marketing, customer services and conversion rate optimisation.