Pattern #3: Fewer Form Fields

Pattern #3  Tested 10 timesFirst tested by Herman Klein Recently tested by Rodrigo Maués on Feb 28, 2021

Based on 10 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Fewer Form Fields (Variant A) Fewer Form Fields (Variant B)

Expected Median Effects Of B

?

Progression

(5 tests)

?

Leads

(5 tests)

-

Signups

-

Engagement

?

Sales

(2 tests)

?

Revenue

(1 tests)

-

Retention

-

Referrals

?

ANY PRIMARY

(10 tests)

Tested on

Tests

Pattern #3: Fewer Form Fields
Was Tested On Volders.de by Michal Fiech

Removed

Isolated

Test #300 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Michal Fiech    May 25, 2020 Test link

Find Out How It Did With 23,356 Visitors

  • Measured by successful form submission

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  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

In this experiment, a password field was removed on a contract cancellation form (Volders).

In the control version, users were required to enter their email address and a password. If the email address was associated with an existing account, then the password was used to authenticate the user (and validated). When users entered a new email address, then the password field was used to create a new account. 

In the variation, the password field was removed, as the authentication happened after the conversion itself using other backend mechanisms.

 

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test #86 on Vivareal.com.br by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rodrigo Maués    Feb 28, 2021 Test link

Find Out How It Did With 101,914 Visitors

  • Measured by form submits

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  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

In this experiment, the telephone field was removed from a lead form on a property page. Impact on leads was measured.

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Removed

Isolated

Test #280 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Alexander Krieger    Jan 24, 2020 Test link

Find Out How It Did With 24,301 Visitors

  • Measured by progress to next payment screen

  • Measured by contract cancellations

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  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Signup

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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Removed

Isolated

Test #224 Tested on An Anonymous Site    Feb 11, 2019 Test link

Find Out How It Did With 97,074 Visitors

  • Measured by total searches completed

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  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

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

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Isolated

Test #85 on Vivareal.com.br by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rodrigo Maués    Mar 01, 2017 Test link

Find Out How It Did With 102,331 Visitors

  • Measured by lead form submits

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  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

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Isolated

Test #11 on Prizegrab.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Greg Van Horn    Oct 20, 2016 Test link

Find Out How It Did With 3,142 Visitors

  • Measured by form submits

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  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

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Test #42 on Adoramapix.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Herman Klein    May 11, 2016 Test link

Find Out How It Did With 15,516 Visitors

  • Measured by visits to shopping cart

  • Measured by post-purchase page visits

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  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Shopping Cart

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Removed

Isolated

Test #28 on Digitalmarketer.... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Justin Rondeau    Mar 01, 2016 Test link

Find Out How It Did With 6,315 Visitors

  • Measured by form submits

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  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

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Removed

Isolated

Test #121 on Bionicgloves.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name VWO    Mar 13, 2015 Test link

It Worked Here

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A
B

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

Shopping Cart

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

A - Feb 4, 2019
B - Feb 4, 2019
C - Feb 4, 2019 IMPLEMENTED

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

Leak #46 from   |   Feb 25, 2020 Home & Landing

Booking Discovers That Two Search Bars Are Not Better Than One

A - Jan 13, 2020 IMPLEMENTED
B - Jan 13, 2020

In this experiment Booking added a second search bar on their homepage. The intention might have been to provide users a way to filter more destinations by country. Could this scenario have created an akward uncertainty about which form field to engage with? Whether this explanation is true or not, I'm not sure. What we do know however that in the end, the control version with the single search bar prevailed.  View Leak

Leak #53 from Netflix.com   |   May 25, 2020 Home & Landing

Netflix A/B Tests Displaying A Password Field Which Fails And Gets Rejected

A - Mar 31, 2020 IMPLEMENTED
B - Mar 31, 2020

It looks like Netflix has been iterating on showing additional fields upfront on their homepage. After they succeeded at displaying an email address upfront, this experiment now takes next step of showing a password field. The result of the leaked experiment however suggests a negative outcome as they reverted back to the control version - without the visible password. 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.