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AB test shows importance of tight form fields
11/08/2010
Unnecessary form fields could harm conversion rates
An interesting case study of an A/B test has shown how adding an unnecessary stop point on a form could adversely affect conversion rates.
In a post on ABtests.com, its is explained how Geomoto, a site that sell GPS vehicle tracking equipment, tried out two versions of one of its landing pages, where visitors could fill in a form to request fleet pricing.
While version A ran with the field "Tell us about your needs", the second version left this out, simply asking for normal details such as age, name and email address.
After more than 4,000 visitors had passed through the pages, it turned out that version B had a conversion rate of 3.3 per cent, while version A was just 2.1 per cent.
The author of the study explained: "Describing needs is a pausing or stop point for users, and removing that section of the form reduced the mid-form stops, increasing conversion rate."
As well as reducing the number of fields, conversion rates can be improved by changing around the wording for form fields or adding security guarantees.
Posted by Alexander Horton Smith
In a post on ABtests.com, its is explained how Geomoto, a site that sell GPS vehicle tracking equipment, tried out two versions of one of its landing pages, where visitors could fill in a form to request fleet pricing.
While version A ran with the field "Tell us about your needs", the second version left this out, simply asking for normal details such as age, name and email address.
After more than 4,000 visitors had passed through the pages, it turned out that version B had a conversion rate of 3.3 per cent, while version A was just 2.1 per cent.
The author of the study explained: "Describing needs is a pausing or stop point for users, and removing that section of the form reduced the mid-form stops, increasing conversion rate."
As well as reducing the number of fields, conversion rates can be improved by changing around the wording for form fields or adding security guarantees.
Posted by Alexander Horton Smith