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

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Referrals

Ex: Social Shares

Tests

  • Test 224
  • Tested on An Anonymous Site
  • Feb 11, 2019

Find Out How It Performed

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

  •  

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

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Find Out How It Performed With 8,652 Visitors

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

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

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

Find Out How It Performed With 3,142 Visitors

Screen: Home & Landing
  •  

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

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Find Out How It Performed With 6,315 Visitors

Screen: Home & Landing
  •  

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

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Find Out How It Performed With 102,331 Visitors

Screen: Product

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

Maybe It Worked Here

Screen: 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

Screen: 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

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

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

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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.