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Evidence #65: A Possible +4.9% To Leads From Up-front Forms

Tagged As: Result

A big thanks to Justin Rondeau from for sharing Evidence Test #65. The key change of this experiment was a switch from a postponed form to an up-front one (or a 2 step vs 1 step). From this test we were also able to derive +0.25 certainty points favoring up-front forms (relating to Pattern #10).

What Can We Learn From This Test?

The test shows a possible increase to leads from an up-front or exposed form style, instead of a 2 step one. Because there were a handful of potentially additional changes and the effect wasn’t very strong, we are able to extract a smaller +0.25 certainty score from this test in favor of up-front forms (covered in detail in Pattern #10 with additional tests).

evidence certainty

List Of Changes & Potential Causes Of Effect

Get The Complete Conversion Pattern #10 Along With Others

Posted by Jakub Linowski on Nov 16, 2016

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2 Comments on "Evidence #65: A Possible +4.9% To Leads From Up-front Forms"

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Dave Barnett
I’d be curious to know how flexible or strong this pattern is. Previous studies supported an increase in conversion rates due to smaller commitments. We also know from numerous studies that lean forms which ask less of the user are more likely to succeed. Perhaps more “conventional wisdom” than data-supported, but the general feeling is that a form, presented before the user is ready, can scare them away. For the above reasons, I suspect the pattern is fairly brittle; the context and content of this pattern can easily negate the proposed benefits. Does a form with 10 fields benefit from… Read more »