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.
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 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.
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 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.
- Number of forms submitted increased 140%
- Conversion ratio increased 120%