A/B test: Reducing form fields from 14 to 4 increased lead capture rate by 335%

We ran the following A/b test on PeopleDrivenCU.org.

Step 1: We analyzed one of their conversion funnels and found that they weren’t getting many leads.

Step 2: We researched the problem and found that his lead capture forms were very long, which we believed were the root of the problem. We formed a hypothesis that if we A/B tested this long form against a simpler version, the simpler form would perform at a higher rate. 

Step 3: We formed a hypothesis that if we A/B tested this long form against a simpler version, the simpler form would perform at a higher rate. We set up an A/B test, splitting traffic between the long form and a shorter form to see which performed better.

Step 4: In Version A (the original form) only 9 out of 394 visitors completed the form (2.3% conversion rate). Version B was the new simpler form, and 36 out of 359 completed the form (10% conversion rate). Version B produced 4x more leads.

Step 4: After determining these results, we implemented the simpler form on his website.