For some of my clients we are constantly trying to drive the best conversion rate on landing pages that contain a form. On average we have five form fields, but sometimes it’s higher and sometimes even ten form fields. Over time we tested multiple scenarios, ranging from a normal to a multi-step form and from a low barrier to a high hurdle
form. Results of these forms were different based on what audience we targeted.
For example landing pages that targeted teens were converting like crazy on a simple form with around six form fields, while forms with the same amount of form fields were performing better in a multi-step for an audience that was 30+ in another project.
There’s a lot of research regarding form optimisation, from making it easier by using autofill to validating leads based on their input and building flows accordingly.
Let me know if you need some input or feedback on the way you are using forms by replying to this digest.
See you next week & then in the morning just like the previous 110 weeks ;-). Thanks a lot for reading.