Attacat and Flying Scott Parking Tested Form Fields To Increase Submissions By 35%
VWO and Flying Scot Parking
I recently came across an article at Askmen.com titled “Habits Bosses Hate.” The author insists that one of the habits that makes one a pain to work with is “You ask too many questions“. That was a shock. I’ve always heard the career gurus saying that one should be inquisitive and always be questioning. So, how can asking questions be a bad thing?
With this thought and observation, we take you through a similar situation wherein addressing the same helped a company increase its conversions.
Flying Scot Marketing handed over the A/B testing duties for their website to Attacat Internet Marketing. When Attacat saw the “Details” page of the booking process, they immediately knew they had a problem, and an opportunity.
When Attacat saw the “Details” page of the booking process, they immediately knew they had a problem, and an opportunity.
This is how the original form looked:
They created a variation that removed all unnecessary form fields.
45.45% increase in visitors moving to the next step and 35% increase in form submissions. The test was statistically significant at 99% confidence.
- Forms should never make the customer wonder why all this information is needed.
- Who’s the boss? The customer of course. Large forms with irrelevant questions means the customer’s time is being wasted when he/she is in line to give business, and that’s a certain conversion killer.