Pattern #3: Fewer Form Fields

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

Based on 9 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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-1
0
+1
+2
+3
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+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

(4 tests)

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Conversions

Ex: Signups, Leads

(4 tests)

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Sales

Ex: Transactions, Upsells

(3 tests)

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Revenue

Ex: AOV, LTV

(1 tests)

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #3: Fewer Form Fields
Was Tested On Volders.de by Alexander Krieger

Test #280 Tested on Volders.de by Alexander Krieger Alexander Jan 24, 2020

Find Out How It Performed With 24,301 Visitors

Signup Desktop, Mobile
  • Measured by progress to next payment screen   |   p-val (?)

  • Measured by contract cancellations   |   p-val (?)

In this experiment on a contract cancellation funnel, one field was removed - a secondary contract ID. The control and variation both had a primary "customer ID" with which to identify and cancel someone's contract with.

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The Same Pattern Was Also Tested Here

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.

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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 (?)

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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 #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 #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

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.

Leaks

Leak #9 from Booking.com   |   May 15, 2019 Home & Landing

Booking A/B Tested 3 Search Bars Challenging The Fewer Form Fields Pattern

I've been watching this Booking experiment closely ever since sharing a very similar concept some months ago. Their homepage was openly challenged with the UI hypothesis of exposing a "room quantity" field right in the search bar (instead of hiding it in a pulldown menu). And their team took the initiative to run a test. Based on the observed outcome and roll out decision it turns out that the UI concept was better than their control. View Leak

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.