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This SAAS company had an 8% increase in lead volume by removing two fields from the website signup form. Curious to see what these changes were? Watch this episode of The Cro Show to find out.

Watch this episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and learn from the Cro Metrics team on how to bring experiment-led growth to your marketing efforts.

Full Transcript:

Zeinoun Kawwass: Here’s another winning test idea. We removed two fields from the signup form for a SaaS company and increased lead volume by 8%.

Let’s check it out.

A little bit different because this is a SaaS company and the service that they provide is a data connection service.

So it’s really for developers or companies that are trying to connect their data in different data sources and run analysis and business intelligence and things of that nature.

This test is taking place on the sign up page, and the goal is to, you know, motivate people to sign up more.

And what we did here is similar to other tests, because we saw that in many cases reducing the number of fields or reducing barriers to entry in terms of form fields on the sign up pages encourages people to go ahead and sign up and just reduces some of that friction.
So we wanted to test that on the sign up page itself.

And so you’ll see in the control we had one, two, three, four, five, six, seven, eight fields and not all of them were necessary for this particular, you know, lead intake.

And then in the variation, we reduced that to the six most important fields.

We weren’t sure how this was going to go because we also have some research that says for SaaS companies or products that are a little bit more complex, that sometimes having a longer form might be, you know, more useful for developers or things like that.

Just provide a little bit more sort of trust in the process.

And in other cases we saw that reduced form fields actually was helpful for users to proceed with sign up.

So we’re not sure.

Our primary metric here though was sign up completions.

So subscriptions.

Any questions?

Alex Gray: Zeinoun, looking between the control and the variant – are all of the fields in the variant required?

I think you mentioned in the control, but not all fields were required or all fields in the variant required?

Zeinoun Kawwass: That’s a great question.

So all fields are actually required in terms of form fill in both variations, but not all of them are required for the business.

So the team, the sales ops team decided to forego some of these in order to enable the test for us.

Alex Gray: Got it. Okay.

Thanks for sharing that.

Is there anything in the form that indicates to the user that each field is required?

Zeinoun Kawwass: It doesn’t indicate it visually.

However, if you try to complete the form and you don’t have all the fields filled, it will throw you a little error message.

Alex Gray: Got it. Thank you.

Zeinoun Kawwass: Yeah.

Any other questions?

We did run this both on desktop and mobile.

Josh is ready to vote.

Let’s do it!

Everybody thinks that the variation won, which is the reduced form fields, and you are correct.

We actually did see an increase as 7.8% lift in the free trial signups.

Mobile saw an even bigger increase with 14.38% and desktop an increase of 5.13%.

We also noticed that new visitors increased at a much higher rate than returning visitors.

So 15.31% for new visitors and 2.42% for returning visitors.

So this was a pretty big win across the board.

And we were able to, you know, ease up the process a little bit in terms of the UX of the page for people trying to sign up.

Katie Green: Thanks for watching and be sure to subscribe to have more test ideas sent directly to your inbox.