Removing 3 form fields increases customer registrations by 11%
Blivakker.no is Norway´s leading online beauty shop with approximately 20,000 visits per day. In September 2012, they performed an A/B-test of the site registration form using the A/B testing software Visual Website Optimizer. They were aware that the site had an overly complicated registration process, but wanted to collect actual data to support the suspicion.
Their goal was to prove that a small change in a web form would lead to an increase in the form registration conversion rate. The hypothesis (supported by experts) was that by reducing the number of form fields, the conversion rate would increase. If they could show a significant increase in conversion rate by making small changes to a form, they would revise the entire purchasing process.
The original form had 17 form fields. They reviewed the form fields and chose to remove 3 fields immediately; account number, phone number and phone number evening. The goal was to remove even more fields, but this was difficult due to technical limitations.
They set up 3 different versions of the registration form step in the process;
- Control – the original form
- Skjema-light – the original form minus 3 form fields (account number, phone number, evening phone number)
- Skjema-uberlight – a completely stripped down form with fewer fields and less navigational elements
Here are the results from the A/B-test:
The red marker shows which fields were removed:
The tests showed that when you reduce the number of unnecessary fields in a form, you increase the number of registration. The test also shows that it´s not optimal to remove too much information from a form. The most important consequence of this small test is that the company now understands the importance of a fast registration process. Within a few months, more key processes will be analyzed and simplified to increase online sales.
Editor’s note: This case study was originally posted at Tribes.no. It’s been reproduced here with slight modifications.