Use visible labels, not vanishing placeholders

When to use it

When form fields show their label only as placeholder text that vanishes on typing, and clicks on the submit control run well above recorded form submissions.

How to run it

Put persistent or floating labels above each field, and keep placeholder text only for format examples like 'name@company.com'.

Why it works

Make the offer instantly understood

Once the placeholder disappears, people forget what a half-filled field asked for. Nielsen Norman Group's research found placeholder-only labels increase errors and completion time across every user group, and screen readers may skip the field entirely.

Source: Nielsen Norman Group