Actionable Optimisation

Actionable Optimisation #2 – Improve conversion rates by reducing form sizes

 May 7, 2020

By  Will

Improving Conversion Rates by Reducing Form Sizes

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Reducing the number of fields on your forms is well known for improving conversion.

Think about how many times you’ve filled in a form and had no idea why you’re being asked for certain information; company size, budget, title, gender. It’s all information that can be useful to a company, but as the person filling in the form it’s just annoying.

Look at the image below, which do you think you’re more likely to complete?

Do you need all the information on your sign-up form, or in your checkout flow?

Can you use postcode lookup to speed up the address section?

Can you pull in information from elsewhere? Or even capture it at a later time.

Marketo found that reducing the number of fields from 9 to 5 increased conversion from 10% to 13.4%, taking $10 off their CPA. However, an experiment by Michael Aagaard found that reducing fields from 9 to 6 resulted in a 14% drop in conversions.

So what does that mean if i’m suggesting reducing the number of fields?

Again, looking at the picture below, what I’m actually suggesting is removing unnecessary fields. If the customer/lead doesn’t know why they’re supposed to hand over this information, they won’t and they’re more likely to abandon the page.

However, if people understand why they're being asked for the data, then they will happily hand it over.

At Ubeeqo I was running landing pages with a conversion rate of 24%, asking for first name and email address. When I added last name, phone number, and postcode, conversion held at the same rate, but we had much more information about our leads, allowing us to optimise the onboarding process.

So while fewer fields is not necessarily the answer, ask yourself whether each field you’re using is necessary for your customer.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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