Pattern #97: Bigger Form Fields

Pattern Author: Marcos Ciarrocchi - Partner @ Graphite | Prev. Head of Growth @ Yummly

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Bigger Form Fields
  1. Bigger Form Fields Bigger Click Areas

    The size of buttons, form fields and hit areas is increased to make them more visible and easier to click.

Median Effects



Ex: First Action

(2 tests)



Ex: Leads, Quotes



Ex: Trials

(1 tests)



Ex: Future Action



Ex: Transactions






Ex: Return Visits



Ex: Social Shares


Test #348 Tested on by Marika Francisco Marika Apr 22, 2021

Find Out How It Performed With 39,992 Visitors

Home & Landing Desktop
  • Measured by visits to Get Quote form   |   p-val (?)

In this simple experiment, the size of the "Get Quote" button in the top navigation was increased. 

Get Access To See The Test Results

Test #304 Tested on by Stanley Zuo Stanley Jun 29, 2020

Find Out How It Performed With 109,372 Visitors

Product Mobile
  • Measured by application starts   |   p-val (?)

  • Measured by email submits to create an account   |   p-val (?)

In this experiment, larger "Apply" buttons were shown on a casting detail page. The application funnel would take users through a series of steps leading to a paid membership subscription. The experiment measured initial progression and account signups (email signups).

Get Access To See The Test Results


Leak #13 from   |   Jun 18, 2019 Signup

Airbnb Switched To A Bigger Button After Running This Design Experiment

Here is a perfectly simple optimization of a "Get started" button on Airbnb's host signup landing page. Airbnb ran an experiment of a smaller vs larger button size. I know because I managed to capture two diverse screenshots with the same date stamp. :) More so, a few months later Airbnb rolled out the later button to 100% of their traffic - hinting at a successful experiment outcome. View Leak

Leak #23 from   |   Sep 9, 2019 Product

Zalando Rejects A/B Tested Company Logos And A Smaller Add-To-Cart Button

Zalando (Germany) has been experimenting with at least two interesting cascade variations on their product page. Both of these variations seem to have been rejected which is consistent with other evidence in favor of larger buttons.  View Leak

Leak #31 from   |   Nov 4, 2019 Home & Landing

Netflix Designs Their Button A Little Too Big

Sooner or later design properties should reach optimums for their given contexts. That is, UI elements will become just right - not too big and not too small, or not too high and not to low, etc. In this leak, it seems that Netflix has approached such an optimum when they tested various button sizes on their landing page. Given that form elements and buttons should generally be bigger, it was inevitable for this new evidence to appear as an example of a button being simply too big - as seen in this beautiful experiment. :) View Leak

Leak #44 from   |   Feb 10, 2020 Global

Etsy Discovers A Better, Padded And Wider Search Bar In This A/B/C Test

Etsy just completed a cascade experiment with 3 version of their global search bar. Interestingly the cascaded version with all inherited changes, took the lead. 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.