Pattern #3: Fewer Form Fields

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 8 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Fewer Form Fields
  1. Remove: Form Fields Fewer Form Fields

    This little pattern suggests to get rid of as many form fields as possible on the basis that they cause friction.

Median Effects

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Engagement

Ex: Any Action / Visit

(3 tests)

?

Conversions

Ex: Signups, Leads

(4 tests)

?

Sales

Ex: Transactions, Upsells

(2 tests)

?

Revenue

Ex: AOV, LTV

(1 tests)

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Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Test 224 Tested on An Anonymous Site Feb 11, 2019

Find Out How It Performed

Home & Landing Desktop
  • Measured by total searches completed   |   p-val (?)

  •  

This experiment reduced the search form by removing the distance field.

Get Access To See The Test Results

Test 155 Tested on Mt.com by Vito Mediavilla Vito Feb 22, 2018

Find Out How It Performed With 8,652 Visitors

Product Mobile
  • Measured by form fill initiation (starts typing any field)   |   p-val (?)

  • Measured by form submits   |   p-val (?)

Get Access To See The Test Results

Test 11 Tested on Prizegrab.com by Greg Van Horn Oct 20, 2016

Find Out How It Performed With 3,142 Visitors

Home & Landing
  •  

  • Measured by form submits   |   p-val (?)

Get Access To See The Test Results

Test 28 Tested on Digitalmarketer.... by Justin Rondeau Justin Mar 01, 2016

Find Out How It Performed With 6,315 Visitors

Home & Landing
  •  

  • Measured by form submits   |   p-val (?)

Get Access To See The Test Results

Test 121 Tested on Bionicgloves.com by Sq1 Mar 13, 2015

Maybe It Worked Here

Shopping Cart

Source: vwo.com/blog/promo-code-box-ecommerce-website-bleeding-dollars-ab-test/

VWO.com published this test which removed two coupon fields on a shopping cart: a gift card code and a special offer code.

Test 122 Tested on An Anonymous Site Aug 01, 2017

It Worked Here

Checkout
  •  

  • Measured by visits to next step.   |   p-val 0.00001

Source: web.archive.org/web/20170227061603/www.conversiondoctor.com/conversion-blog/coupon-codes-increase-checkout-abandonment

The test was run for an online retailer in the women’s clothing market (according to Conversion Doctor). The control (A) had a coupon code on the first page of the checkout process. The variation (B) had the coupon code removed.

Test 42 Tested on Adoramapix.com by Herman Klein May 11, 2016

Find Out How It Performed With 15,516 Visitors

Shopping Cart
  • Measured by visits to shopping cart   |   p-val (?)

  • Measured by post-purchase page visits   |   p-val (?)

Get Access To See The Test Results

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.