Case Study: Making forms more efficient.

Case Study:Making forms more efficient.

Case Study:  Contact Form

Imaginary Landscape compared two types of contact forms on its website.  The first form was a standard 11-field Contact Us form.  The second form was a shortened 4-field Contact Us form.

The Need

It is generally understood that the fewer questions asked in a form, the more people will complete it.  Nowhere, however, has that fact been tested to determine to what degree this is true.  Since a majority of online interactions involve forms, measuring the tradeoff between more submissions and less information is an important aspect in the evaluation of form design.

The Approach

The process of submitting a Contact Us form spans across two Web pages - the form page itself and a thank-you page.  Ideally, there should be a one-to-one ratio, meaning everyone who sees the Contact Us form successfully submits a form and receives the thank-you page.  The study compared the number of form page views against the number of thank-you page views for each version.  Each was measured for a two month period.

An Excerpt...

The following is an excerpt from the detailed Case Study, "Fewer fields in a contact form sharply increases conversions":

Analysis revealed that the number and type of questions asked in the "Before" form were mostly extraneous.  For example, there is no need to ask for a street address or a fax number if you are communicating via the Web.  Removing all but the most essential fields increased conversions without compromising the quality of those conversions.

The Outcome

The smaller 4-question form resulted in a significantly higher number and ratio of submitted forms.  In addition, the quality of the submissions remained the same, even with the reduction in submitted information.

Results Summary

  • Number of forms submitted increased 140%
  • Conversion ratio increased 120%
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