Case Study: Making forms more efficient.

Case Study:Testing forms increases response rate.

Case Study:  Multivariate test increases response by 85.3%

Imaginary Landscape conducted a multivariate test on its home page contact form to determine which combination of form elements resulted in the highest percentage of submitted forms.  Headline, form layout and submit button were the three variables tested.

The Need

Driving traffic to a website is getting more expensive.  Given this fact, it is important to ensure a website converts this traffic in the most efficient way possible.  Sometimes a single word or the position of a button can have a profound effect on conversions.  However, without a benchmark, that effect can be lost.

The Approach

Based upon a previous study, "Fewer fields in a contact form sharply increases conversions," the baseline contact form was a simple 4-field form, with a headline and a submit button.  Utilizing Google Website Optimizer, different field layouts were mixed with different headlines and different submit buttons.  After the variations were presented 6,000 times, a clear winning combination emerged.

An Excerpt...

The following is an excerpt from the detailed Case Study, "Multivariate test on a contact form increases response by 85.3%":

Very quickly - well before Google offered any recommended combinations - it became apparent there were some duds. For Imaginary, this happened after each combination had approximately 50 visits. At this point, the poorest performers were disabled to accelerate visits to better performers. 15 of the original 24 combinations were disabled, leaving nine.

The Outcome

Multivariate testing nearly doubled the conversion rate when comparing the highest performing combination against the baseline.

Results Summary

  • Best form combination outperformed baseline by 85.3%
  • Three fields outperformed four fields by 91.8%
  • "SUBMIT" outperformed "ASK FOR HELP" by 11.4%
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