Case Study

Attacat and Flying Scott Parking Tested Form Fields To Increase Submissions By 35%

35%
Form Submissions
95 Flying Scot Parking

Industry

Specialized Consumer Services

Company Size

11–50

Location

UK

Capabilities Used

A/B Testing

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.

Objective

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.

Solution

This is how the original form looked:

They created a variation that removed all unnecessary form fields.

Conclusion

45.45% increase in visitors moving to the next step and 35% increase in form submissions. The test was statistically significant at 99% confidence.

Key Takeaways:

  • 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.

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